Meta’s social platform Threads is setting its sights on a new creator community — podcasters. The company announced that it will now focus on building conversations around podcasts and helping creators promote their shows directly on the app.
To begin with, Threads is rolling out two new features designed to make podcasts more visible and engaging. Podcast links shared in the feed will now appear with colorful backgrounds and image thumbnails, making them stand out more clearly. Additionally, creators will get a dedicated section in their profile to add a podcast link, helping them better showcase their shows and reach new listeners.
A Meta spokesperson said that this initiative marks the first step in a larger effort to support podcast creators and their audiences. More features focused on podcast discovery and engagement will be introduced in the coming year. The company aims to make Threads the go-to destination for fans and hosts to discuss episodes, exchange ideas, and build communities — conversations that are currently spread across platforms like Reddit, X, Facebook, Instagram, YouTube, and Spotify.
Meta believes the podcast space offers strong cultural connections that can inspire rich discussions and audience engagement. Threads currently has over 400 million monthly active users and about 150 million daily active users, compared with X’s reported 600 million monthly users. By drawing in the podcast community, Threads hopes to close that gap and strengthen its position as a leading discussion platform.
In addition to the new visual link features, Threads plans to introduce tools that give podcast hosts deeper insights into how audiences engage with their content. The platform also intends to develop new discovery features that help users find podcasts they may enjoy and connect directly with podcasters through conversations.
This push follows Meta’s broader strategy of supporting creators to stand out from competitors like X and Bluesky. Earlier this year, Threads allowed creators to add up to five external links in their profiles to promote their presence across websites, video platforms, and other social media. The platform also recently added a feature enabling longer text-based posts to help creators share more detailed thoughts and updates.
Meta says users can expect Threads to continue expanding its podcast-related features in the coming months as it works to become the central hub for podcast discussions online.
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