Threads to roll out new tools helping podcasters promote shows
Meta says Threads is getting new features that let podcast creators promote their shows and connect with listeners directly on the platform. Threads isn't looking to host podcasts itself, but wants to become a hub for discussing them.
Meta announced on Wednesday that its X-rival social network Threads will roll out new tools aimed at podcast creators. The features are designed to help creators promote their shows, grow their audiences, and engage directly with existing listeners.
The update arrives as X has also been pushing its creators, particularly podcasters, to post videos directly on that platform to earn revenue and boost engagement. While Threads has no plans to host podcasts itself, it is positioning itself as a place where podcast content gets posted and discussed.
What's changing
Threads will start showing a podcast profile card and banner on creators' profiles and within their posts. When creators share links to episodes, those links will appear as tappable cards, letting users start listening right away.
Podcast hosts will be able to post episode transcripts directly so listeners can read along, and they can tag featured guests, which will display a related card. Posts featuring these elements can be saved by users for listening later.
Threads will also send creators reminders when a new episode is released, encouraging them to post about it, which could help increase engagement with their audience. On top of that, creators will get access to insight tools showing how audiences interact with their posts, including metrics such as views over time broken down by followers, non-followers, and total audience.
Last year, Threads had already introduced tools meant to boost podcast-related discussion, such as improved link cards and the ability to link a creator's profile to their podcast. According to Meta, Threads reached 500 million active users in June, putting it close to X in terms of overall user numbers.
