Threads, X’s Meta competitor, will now begin targeting a specific type of creator: podcasters. The company said Tuesday that Threads will focus on bringing more conversations about podcasts to its app and helping creators promote their shows.
To begin with, Threads will be rolling out some new features to help on this front. First, it will give in-stream podcast links a unique and bolder look, with colorful backgrounds and image thumbnails, making them easier to spot.
Creators, meanwhile, will have a special place on their user profile to add a link to their podcast. Threads says these links, which are similarly designed to stand out, will help podcasters better promote their shows and grow their audience.
In the coming year, these features will be followed by others that will also focus on serving podcasters and their listeners, a Meta spokesperson told TechCrunch.
Meta explained that he is interested in the podcast community because he sees the potential for it to become the de facto place where people can talk about shows and interact with creators. Today, such discussions are distributed on social media, in places like Reddit, X, Facebook and Instagram, as well as on platforms where podcasts are broadcast, such as YouTube and Spotify (the latter added support for comments last year).
The company is also trying to capitalize on podcasts’ deep ties to culture, which can lead to conversations and encourage interactions. Threads currently has more than 400 million monthly active users and 150 million daily active users, less than its competitor X, which claims 600 million monthly active users. Recording the podcast community, or even a portion of it, could help narrow that gap significantly.
However, while Threads will target the conversations that arise from podcasts, the company told TechCrunch that it does not intend to be a podcast distribution platform.
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Instead, the company will focus on giving podcast hosts more insight and analytics into how conversations around their shows are resonating with fans. It also plans to develop more features to help people discover podcasts they might like and connect podcasters and listeners through conversations.
This isn’t the first time Threads has targeted creators as a way to differentiate its social network from X, Bluesky and others in the space.
The company in May gave creators the ability to add up to five links on their profile, allowing them to promote their wider web presence, including other social networking sites, video platforms, blogs and portfolios. The company also recently began allowing creators to share larger thoughts and perspectives through a text attachment function.
Meta says users can expect to see Threads explore more features focused on podcast discussions in the coming months.
