Meta is rolling out an expanded podcast toolkit on Threads starting September 16, adding tools that let creators promote their shows more prominently, spotlight specific episodes and moments, and track how much traffic the platform is sending their way.

The update builds on Threads’ existing podcast profile cards with several new features. Banners let creators feature a show across their profile and posts, extending visibility beyond the profile card alone. An episode picker and link cards let hosts spotlight individual episodes, with podcast links appearing as tappable cards. Transcript, video, and guest cards are designed to surface standout moments and featured guests from an episode. New episode reminders nudge creators to post when a show drops, while a save function lets listeners hold onto episodes they come across in transcript, video, guest, or podcast profile cards, as well as banners.

Threads is also updating Podcast Insights to show creators the reach and engagement the platform is driving for their shows, including clicks and saves, giving hosts a way to measure whether the app is actually converting attention into clicks and saves.

Threads framed the release as a continuation of a strategy it has been building for months rather than a new direction. The platform first let users link podcast shows to their profiles, with those links opening externally on services like Apple Podcasts, Spotify, or iHeart. Connor Hayes, head of Threads, has described the goal as making the app the default venue for discussing a show rather than hosting the audio itself. “You should be able to depend on Threads to be the place where conversation is happening about that,” he said in an earlier interview with Bloomberg.

Threads reported 500 million monthly active users in June 2026, up from 400 million as of January, and Meta began expanding ads on Threads to all users worldwide in January following a year of testing.

The push into podcasts also has engagement numbers behind it. A Metricool analysis of more than 12,000 posts from the top 100 U.S. podcasts found that 87% of those shows maintain a YouTube presence and 82% are active on Instagram, and that podcast-related posts drew comment rates far above platform norms, including 2,431% higher than average on Instagram and 1,849% higher on Facebook. Threads is betting that building dedicated infrastructure around that behavior, rather than competing for it with a general-purpose feed, will pull podcast conversation onto the app.

Image source: Threads

Subscribe to Our Newsletter

Check Out Our Podcast