For years consultants have heard the same advice. Grab a guest, record an interview, and then post it… and repeat this process for each episode.
This kind of interview model worked when podcasts were novel and audiences were a bit more patient. The internet today is crowded with generic banter from people who sound exactly like everyone else in their niche, or guests who go on a circuit and say the same thing on as many podcasts they can make an appearance on. Your own credibility has become your best currency, and the solo episode format is how you spend it wisely.
I have noticed a specific trend while watching what happens on the podcast landscape. Most ideal customers and clients do not want to hear someone they intend to hire talk to a peer for an hour. They want your specific solution to their specific problem. They want to know what you think delivered with confidence and precision.
Your future customer or client wants to learn if they can trust you.
According to Independent Podcaster Report from late 2025, 53% of new podcasters are planning solo shows (which is up from 43% in 2022). Only 28% are planning to start interview shows. That marks a significant shift away from the interview model that dominated podcasting for more than a decade.
Usefulness of the Scripted Narrative
A solo episode in the commercial space can be a valuable asset. Some of the benefits of developing a solo show, or even a short limited series, include the focus on your expertise, the ability to control the learning and the audience experience, and stories delivered (and they way you do so). In an interview-based format, a good host directs the conversation to the thoughts and expertise of the guest, and “as the host, you are allowed to add some input to the conversation, but it should be limited.”
Many considering a podcast worry that scripted content sounds robotic. It absolutely can, but my general experience suggests the opposite is usually true. Scripting an episode respects the time of your audience and delivers high-density insights that stick. This kind of precision builds trust faster than any casual conversation ever could.
Just last night I was watching a 2 hour interview video (version of a) podcast. And while it was fun to watch, there were several sections where the show should have been in the host’s living room without a camera. The conversation kept returning to football and stayed there for well over half an hour, which had little to do with the intended subject of the show. And it was a shame because otherwise the show had a lot of educational value.
Planning shows and practicing delivery also helps retain attention and reduce editing time. If you start recording prepared with a clear point of view and a structured message you can earn trust faster, and keep your audience engaged. And you’ll probably end up with better content to clip into reels, if you’re delivering video.
Video is the Way Forward
Audio matters, but video can be better if your goal is to earn trust. Video allows you to use visual metaphors and data overlays and direct eye contact, and your audience can see your conviction. There are simply more signals that you can communicate when using a visual format.
Reports suggest that video content on LinkedIn is much more effective than other formats on their platform. A recent study found that 87% of B2B buyers prefer video in their research process.
For professionals targeting executives this matters even more. According to Edelman research 51% of C-suite executives spend more than one hour per week reading and reviewing thought leadership content. They lack time for meandering conversations though, and are looking for clarity and density and prefer sources who respect their schedule.
Solo Format has an Advantage
The interview format has served podcasters well for years and it still has its place, but a challenge exists around saturation. Jeremy Enns of Podcast Marketing Academy has said “interview-based shows are the hardest format to grow—especially if you don’t have a unique and memorable hook or angle that gives your show a different flavor than the countless other interview shows on a given topic.”
The statistics support his observation, because according to CoHost almost 70% of branded podcasts use the interview format. But… when everyone zigs toward interviews then zagging toward solo content makes you stand out.
Solo content positions you as the expert. Interviewing someone makes the guest the authority because your audience learns what your guest thinks (because, remember, a good host focuses on their guest). Solo content makes sure your audience learns what you think, instead. For consultants selling their expertise that positioning makes all the difference in converting listeners to clients or customers. Solo scripted video content or audio podcasts puts you at the centre of your own intellectual property.
Efficiency Over Volume
Many consultants and professionals fear the workload of a scripted show when they consider moving away from interviews, but it might not be reality in practice. You avoid coordinating schedules with dozens of different guests, and you avoid the percentage that might not be the proper fit for your business. You skip researching their backgrounds and prepping them for the mic or video interview. You also avoid being ghosted at the last minute (which happens more often than people outside podcasting might expect).
Back when I tried scheduling interviews, one person who approached me (they had a product to promote) was enthuastic to join the show and was a great fit. They then cancelled the first two shows I scheduled with them, both times within minutes of our scheduled time slot. I had already done my research and interview prep, and didn’t want to lose that time investment, so I asked them if a written interview would be preferable for their access needs and they (again, enthuastically) agreed.
I then spent about an hour cleaning up my questions, prioritizing the questions that would be the best fit (as I usually prep more than I need), and created a document to send over. I never heard from them again.
In the end I had nothing to show for the work, and much less time would have been spent just recording a solo episode.
You focus entirely on your own intellectual property and the message you want to deliver for your brand. One commercial solo episode per month often carries more weight than four weekly interviews. Quality has officially replaced quantity as the primary driver of lead generation.
Edelman’s research on thought leadership reinforces this. 75% of decision-makers say that a piece of thought leadership content has led them to research a product or service they were not previously considering. 73% of decision-makers say that an organization’s thought leadership content is a more trustworthy source for assessing capabilities than marketing materials and product sheets.
The Production Investment
Commercial solo content does require more upfront production work than clicking record on a Zoom call with a guest. The scripting (either full script or notes) takes time. The performance coaching matters. The editing can be more intensive because there is only one voice on screen (or in the audio file).
This is where many people entering this space can get stuck. It’s one thing to recognize the value of solo video content, but you might lack the time or skills to produce it yourself. Trying to do it anyway with the “just start” mentality often results in content that looks amateur, which can hurt credibility instead of building it.
One solution is working with someone who understands both the production side and the performance side, who can direct the shoot and side-coach the delivery and handle the technical work while you focus on sharing your expertise. If you think this will help you, let me know and we can sort out what will work best for your business.
Making the Transition
You do not have to change everything overnight if you have been running an interview show. Many successful podcasters mix formats by using solo episodes 25-50% of the time alongside their interview content (the Think Media podcast does this well). This lets you build the skills and rhythm of solo production while maintaining the guest relationships and variety your audience might expect.
Or you might opt to add some videos to your website, and publish a micro-podcast (audio only) with occasional video episodes or reels for regular updating content.
The important part is starting with intention! Know what you want to say, script it and practice it. Produce it at a level that matches the credibility you want to project (because your audience will notice the difference immediately).
The era of the casual chat on zoom is phasing out for professionals who want to build real credibility or trust in their communities. Expert-led solo content is the format that serves your business and your brand and your audience. Today is a great time to stop hosting and promoting your guests, and start leading your own show.
Last Updated: January 21st 2026
