According to a Bloomberg report, Meta-owned microblogging platform Threads is close to launching a new feature called Podcast Previews. The feature allows creators to upload short clips of their podcast episodes to the platform (feed) so that viewers and fans can interact with them.
This isn’t the first time the platform has introduced a podcast-focused feature. Most recently, Threads allowed creators to link a podcast show on their profile, which directs viewers to Spotify, iHeart, or Apple Podcasts. The idea is simple: attract more podcasters to Threads and build a community around them.
Podcasters could turn threads into a powerful listener funnel
While the platform gives creators the ability to interact with its ever-growing user base of over 400 million monthly active users and direct them to the podcast’s primary hosting platform, it could benefit from the time the podcast’s followers spend scrolling around threads.
Head of Threads Connoy Hayes believes podcasts are a “natural fit” for the platform, primarily because they spark opinions, stimulate repeat conversations and build a loyal fan base that keeps returning to the platform to consume new content and discuss episodes.
The Meta has even started hosting live events related to podcasts, such as recordings attended by influencers who then post and discuss episodes on the platform. This move underscores a larger strategic shift for Threads, from an X alternative (formerly Twitter) to a home for ongoing cultural conversations.
The development shows how important podcast culture has become, not only for listeners seeking meaningful, knowledgeable content, but also for aggregators like Netflix and information dissemination platforms like Threads.
If you follow podcasts regularly, it doesn’t matter what the topic is; Adding podcast previews could make it easier to keep up with them. Instead of juggling between links, platforms, subreddit threads, and Discord invites, you can listen to podcast previews in threads, check out reactions, and participate in discussions in a single scrolling feed.
The success of the podcast preview feature will likely determine how far Meta pushes this strategy. If the addition significantly increases engagement, we can expect deeper tools for podcasters, including analytics and monetization tools or tighter integration with live audio.
Most recently, Threads expanded its communities feature to include over 200 communities.
