Threads (Meta) launches into podcasts: a new space for audio creators
Meta is expanding Threads, its social media platform competing with X, by targeting a growing community: podcasters.
The company has announced the launch of a test of new podcast-specific features aimed at helping creators promote their shows and encourage discussions around them directly on the platform.
Threads Aims to Become the Go-To Social Network for Podcast Conversations
Meta aims to make Threads the central hub for podcast discussions. Currently, conversations about this format are scattered across various platforms, including Reddit, X, Facebook, Instagram, YouTube, and Spotify.
With over 400 million monthly users (and 150 million daily), Threads hopes to consolidate these discussions and cultivate a vibrant community around audio culture.
“We want Threads to be the place where fans discuss their favorite shows and where creators can engage with their listeners,” a Meta spokesperson stated to TechCrunch.
Two Key New Features for Creators
1. Integrated Podcast Link on Profile
Podcasters can now add a link to their show in the ‘Edit Profile’ section. Once added, this link appears in a distinct box labeled ‘Podcast’, with more prominent visual emphasis than other links.
This allows creators to promote their show without sacrificing a pinned post.
2. Enhanced Previews in the Threads Feed
Links to podcast episodes or channels shared in a post now appear with a dynamic visual, including:
- An episode or cover thumbnail,
- A colorful background,
- And a direct access button to the listening platform.
These previews significantly enhance visibility for posts and allow users to launch an episode or explore the channel with a single click.
Upcoming: Analytics, Recommendations, and Interactions
Meta mentions that these initial features are just the beginning. In the coming months, Threads plans to introduce:
- Detailed analytics for creators to measure the impact of discussions related to their podcasts.
- Personalized recommendations to help users discover new shows they might enjoy.
- Themed discussion spaces where podcasters and listeners can interact more easily.
However, Meta emphasizes that Threads will not become a podcast distribution platform—it will not compete directly with Spotify or Apple Podcasts.
The goal is to foster conversation and discovery, not listening.
A Clear Strategy: Attracting Creators to Boost Threads
This isn’t the first time Threads has focused on content creators for differentiation. Last May, Meta introduced the ability to include up to five external links on profiles, and more recently, users can share longer texts or reflections via attachments.
By targeting podcasters, Meta is appealing to a highly engaged community whose content already fuels extensive online discussions.
Capturing even a fraction of this audience could help Threads close the gap with X, which claims around 600 million monthly users.
How to Use the Podcast Feature on Threads
- Open your Threads profile.
- Tap Edit Profile → select the Podcast tab.
- Add your show link (Spotify, Apple Podcasts, YouTube, etc.).
- To share an episode, simply paste the link into a post: Threads will automatically convert it into an enhanced preview.
Availability
This feature is currently in testing for a limited number of accounts, but Meta plans to gradually roll it out to more users in the coming months.
By venturing into the world of podcasts, Meta is transforming Threads into a hybrid space between social networking and listening community. This is a smart move: it enhances the cultural dimension of the platform while providing creators with a new tool for direct visibility.
It remains to be seen whether these efforts will be enough to make Threads the central hub for audio discussions—a bold yet promising bet.
