Threads adds tools for podcast promotion and listener engagement

Meta announced on Wednesday that Threads is rolling out new tools to help podcast creators promote their shows, grow their audiences and engage listeners directly on the platform, TechCrunch’s Ivan Mehta reports.

Threads will display a podcast profile card and banner on a creator’s profile and in their posts. When creators share episode links, the links appear as tappable cards so users can listen more easily.

Podcast hosts can also post transcripts for listeners to read along with an episode and tag featured guests. Guest tags display a related card. Users can save these posts to make it easier to listen later.

Threads will send creators reminders when a new episode is released, prompting them to post about it on the platform. The company is also providing audience-insight tools showing how people interact with creators’ posts, including views over time from followers, non-followers and all viewers.

Threads is not currently looking to host podcasts. Instead, Meta wants the social network and X rival to become a hub for podcast promotion, posting and discussion. The move follows X’s more recent efforts to encourage creators to post videos directly on the platform, particularly podcasts, to earn revenue and increase engagement.