Meta's Threads is making its biggest creator play yet, rolling out podcast-specific features that could reshape where millions discuss their favorite shows. The platform's new enhanced podcast links and dedicated profile sections aim to capture conversations currently scattered across Reddit, X, and streaming platforms - potentially closing the gap with X's 600 million monthly users.
Meta's Threads just fired a shot across the bow of every social platform competing for creator attention. The company announced Tuesday it's specifically targeting podcasters with new features designed to make Threads the go-to destination for show discussions and creator promotion.
The initial rollout centers on two key updates that address podcasters' biggest promotional challenges. Podcast links shared in the Threads feed now get enhanced visual treatment - colorful backgrounds, image thumbnails, and more prominent placement that makes them impossible to miss in users' scrolling experience. It's a stark departure from the text-heavy links that typically get buried in social feeds.
Creators also gain a dedicated podcast section in their profiles, giving them prime real estate to showcase their shows. According to TechCrunch's original reporting, these features are designed to help podcasters "better promote their shows and grow their audiences" - addressing a core pain point for creators trying to build followings across multiple platforms.
The timing isn't coincidental. Meta sees massive opportunity in consolidating podcast conversations that are currently fragmented across Reddit, X, Facebook, Instagram, and streaming platforms like YouTube and Spotify. The latter added comment support just last year, recognizing the same cultural conversation potential Meta's now chasing.
"Meta explained it's interested in the podcast community because it sees the potential in becoming the de facto place for people to talk about shows and engage with creators," a Meta spokesperson told TechCrunch. The company's betting on podcasts' "deep ties to culture" to drive the kind of engaged discussions that keep users returning.
