Threads’ new features let podcasters promote shows and reach listeners

Meta unveiled new features on Wednesday for its social network Threads, aimed at enabling podcast creators to promote their shows, expand their listener base, and interact with existing listeners directly on the platform. This move comes as X has been encouraging its creators to post podcasts directly on the platform to generate revenue and boost engagement. Although Threads does not plan to host podcasts, it aims to position itself as a central hub for podcast posting and discussion.

To begin with, Threads will showcase a podcast profile card and banner on a creator's profile and within their posts. When creators share episode links, they appear as tap-friendly cards within the post, making it effortless for users to listen. Additionally, podcast hosts can directly upload transcripts for listeners to follow along, and they can tag featured guests, which displays a card in response. Users have the option to save any of these posts, allowing them to listen to the episode at a more convenient time.

Moreover, Threads will send reminders to creators when their new episode is released, prompting them to post on the platform, which could help increase engagement with listeners. The social network is also providing tools that offer insights into audience engagement with creators' posts, including metrics such as views over time by followers, non-followers, and all.

In the previous year, Threads introduced new tools to enhance podcast discussions with features like improved link cards and linking their profile to their podcast. Currently, Threads is in close competition with X in terms of user count, as Meta's social network reached 500 million active users in June.