The update adds a podcast profile card and banner that appear on a creator’s Threads profile and inside posts, and when hosts share episode links they render as tappable cards so listeners can access episodes directly from the feed. Creators can also publish episode transcripts for readers who want to follow along, tag featured guests which displays a related guest card, and enable users to save posts for listening later.
Meta said Threads will send reminders to creators when a new episode drops, prompting posts that could help convert followers into listeners. The platform is also introducing audience insights, offering metrics such as views over time broken down by followers, non-followers, and total audience, giving podcasters a way to track where attention is coming from.
Meta is not positioning Threads as a podcast host, the company framed the tools as ways to make the social network a hub for posting and discussion around shows rather than a storage or streaming provider. The move comes as rival X has been courting creators to post videos and podcast content natively to the platform to drive revenue and engagement.
Threads has been iterating on podcast-friendly features for more than a year, after rolling out improved link cards and options to link creator profiles with podcast pages last year. The product push arrives as Threads expands its user base, passing 500 million active users in June, a scale Meta can use to surface audio creators to broader audiences.
The rollout aims to lower the friction of promoting episodes and make listener interaction more visible, while keeping distribution on third-party hosts. Meta’s next steps will be to deploy the features across creators’ accounts and see whether reminders, tappable links and audience metrics increase posting frequency and listenership on Threads.
