Meta’s social media platform Threads announced on Tuesday that it will now focus on podcasters, aiming to foster discussions and help creators promote their shows.
To start, Threads will highlight podcast links in users’ feeds with colorful backgrounds and image thumbnails, making them more noticeable. Creators will also get a dedicated section in their profiles to add podcast links, improving visibility and audience engagement.
Meta plans to introduce additional features over the coming year to better serve podcasters and listeners, according to a company spokesperson. The platform wants to become the primary space for podcast-related discussions, which currently occur across Reddit, X, Facebook, Instagram, and streaming platforms like Spotify and YouTube.
Unlike podcast distribution platforms, Threads focuses on conversation. It will provide podcast hosts with analytics and insights into fan engagement, helping creators understand which discussions are resonating. The platform also aims to enhance podcast discovery, connecting listeners with creators and encouraging deeper interactions around shows.
The move reflects Meta’s broader strategy to differentiate Threads from competitors such as X and Bluesky. In May, Threads allowed creators to add up to five links in their profiles, helping them expand their presence across other social platforms and websites. The platform also introduced a text attachment feature, enabling creators to share extended thoughts and engage audiences more effectively.
With over 400 million monthly active users and 150 million daily users, Threads is still smaller than rival X, which has 600 million monthly active users. Tapping into the podcast community could help Threads close this gap by attracting dedicated fan engagement and discussions.
Meta emphasizes that podcasts hold deep cultural significance and can drive meaningful conversations. By leveraging these discussions on Threads, the platform hopes to position itself as a central hub for creator-fan interaction and community building.
Users can expect Threads to continue rolling out podcast-related features in the coming months, further strengthening its appeal to creators and audiences alike.
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