Threads bets on podcasters to fuel community growth with new discovery and engagement tools

Meta’s Threads platform is taking direct aim at the podcasting world as part of its latest creator-focused expansion. The company announced that Threads will begin introducing features designed specifically to help podcasters promote their shows and build conversations around them, positioning the app as a central hub for podcast discussions.

The first wave of updates gives podcast links a more visual presence within the Threads feed. These links will now appear with colourful backgrounds and image thumbnails, making them stand out more prominently than standard posts. In addition, creators will get a new section on their profile to showcase a dedicated podcast link, giving them a clearer way to drive audiences to their shows.

According to Meta, these changes mark only the beginning. The company confirmed that additional features will arrive over the coming year, all aimed at strengthening the connection between podcasters and listeners. Rather than distributing podcasts directly, Threads intends to focus on hosting the conversations that podcasts spark, providing creators with deeper insights into how their content resonates within communities.

The platform’s interest in podcasts stems from their influence on online culture and discussion. While conversations about shows currently take place across Reddit, X, Facebook, Instagram, YouTube, and Spotify, Meta believes Threads can unify these interactions in one place. With more than 400 million monthly active users and 150 million daily active users, Threads sees an opportunity to capture part of this highly engaged audience and narrow the gap with X, which claims around 600 million monthly users.