Threads launches a new feature for podcasters

Meta is aiming to position Threads as the social platform for audio creators. After surpassing 400 million active users, the app is refining its strategy with new features designed specifically for podcasters and content studios.

Threads, a new playground for audio creators?

Until now, podcast-related conversations were scattered across Reddit, YouTube, Spotify or X. Threads wants to bridge that gap: the platform is testing a set of features designed to make podcasts more visible and more interactive directly inside the social feed.

Creators can now add their podcast to their profile bio, with a visual preview and a direct link to episodes. When a user shares an episode, an enhanced preview appears automatically: artwork, title and a custom background, currently compatible with Spotify, with more listening platforms to follow.

Building communities rather than just broadcasting

Behind this update lies a simple insight: podcasters need a space where conversations can extend beyond listening. Threads wants to become the place where communities gather around shows. Connor Hayes, Product Lead, explains that these tools are meant to help creators “promote their work and build an active community.” Additional features are coming soon: engagement stats, podcast suggestions, and discovery tools based on user interests.

A clear strategy: grow where X is losing ground

While X (formerly Twitter) still claims around 600 million users but struggles to keep creators engaged, Meta is advancing with a different promise: a calmer, more conversational space. Threads is targeting a specific audience — journalists, hosts, podcasters and producers looking for a network to share, discuss and retain their listenership.

This “audio-friendly” direction adds to several recent updates: long-form posts, multiple link options in bios, simpler creator tools, and more.

How to activate the podcast option on your Threads profile ?

The feature is currently rolling out globally, so it may not appear on all profiles yet. To enable it:

1. Go to your profile
2. Tap Edit Profile
3. The Podcast option will appear there once available