Threads' new features let podcasters promote shows and reach listeners

Meta announced on Wednesday that its social network and X rival Threads is rolling out new tools that will allow podcast creators to promote their shows, grow their audiences, and engage existing listeners directly on the platform. The news comes as X has also more recently been encouraging its creators to directly post videos on the platform, especially podcasts, to earn revenue and grow engagement. While Threads is not yet looking to host podcasts, it wants to make its platform a hub for posting and discussion. To start, Threads will display a podcast profile card and banner on a creator’s profile and in their posts. Plus, when creators post episode links, they appear as tappable cards in the post, allowing users to easily listen. The feature also lets podcast hosts directly post transcripts for listeners to read along with the episode, and they can tag featured guests, which displays a card related to that. Users can save any of these posts, making it easy to listen to the episode at a later time. Threads will additionally be able to send reminders to creators when their new episode drops to post on Threads, which could help boost their engagement with listeners. The social platform is also providing tools that offer insights into how the audience is engaging with creators’ posts, with metrics like views over time by followers, non-followers, and all. Last year, Threads rolled out new tools to increase discussion around podcasts, with features like better link cards and linking their profile with their podcasts. Threads is now close to X in terms of users, as Meta’s social network reached500 million active users in June.