Threads Adds New Tools to Help Podcasters Reach More Listeners

Meta is giving podcast creators more ways to promote their shows and connect with listeners on Threads.

The company announced Wednesday that Threads, Meta’s social platform and competitor to X, is introducing a set of new tools designed to help podcasters grow their audiences, promote new episodes and keep conversations going with existing listeners.

Rather than turning Threads into a podcast-hosting service, Meta is positioning the platform as a place where creators can share episodes and encourage discussion around their shows.

One of the biggest additions is a new podcast profile experience. Creators will be able to display a podcast profile card and banner both on their profiles and within their posts. When a podcaster shares a link to an episode, Threads will also turn it into a tappable card, making it easier for users to access and listen to the episode.

The company is also making it easier for creators to bring more content from their shows onto the platform. Podcasters can now post episode transcripts directly to Threads, giving followers another way to follow the conversation without listening to the entire episode. Hosts can also tag guests featured in their episodes, with Threads displaying a related card for those guests.

For users who discover an interesting episode while scrolling, Threads will allow them to save these posts. This gives listeners the option to return to an episode later instead of having to search for it again.

Meta is also adding reminders for podcast creators.

Threads can notify creators when a new episode is released, encouraging them to share it on the platform at the right time. The goal is to make it easier for podcasters to maintain a regular presence and stay connected with their audience.

Alongside the promotional features, Threads is expanding its audience analytics. Creators will be able to see how people interact with their posts through metrics showing views over time. The data can be broken down by followers, non-followers and the overall audience, giving creators a clearer picture of who is engaging with their content.

The move comes as X has also been encouraging creators to publish more video directly on its platform, with podcasts among the formats being pushed as creators look for ways to increase engagement and generate revenue.

Threads has been building its podcast-related features for some time. Last year, the platform introduced tools aimed at creating more discussion around podcasts, including improved link cards and the ability for users to connect their Threads profile with their podcasts.

The latest update comes as Threads continues to expand its user base. Meta said the platform reached 500 million active users in June, putting it closer to X in terms of users.

For podcasters, the new features make Threads less about simply sharing a link and more about creating an ongoing conversation around each episode. While the platform is not attempting to host podcasts itself, Meta is betting that creators and listeners will use Threads as a place to discover shows, discuss episodes and stay connected.

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