Prime Highlights:
- Threads will introduce podcast previews that play directly in user feeds, encouraging creators and fans to interact on the platform.
- Meta aims to make Threads a central hub for podcast discussions, giving podcasters direct control over conversations and community engagement.
Key Facts:
- Threads has grown to over 150 million daily active users since its 2023 launch.
- The platform faces competition from Reddit, Discord, Substack, and Patreon, which already host podcast discussions and exclusive content.
Background:
Meta Platforms Inc. is preparing to introduce podcast previews on its social media platform Threads, allowing creators to upload short audio snippets that play directly within users’ feeds. The move is part of a broader strategy to attract podcasters and encourage deeper engagement among their audiences, according to people familiar with the development.
The upcoming feature will enable podcasters to share highlights or teasers from their shows, making it easier for listeners to discover content without leaving the app. Threads has already taken steps toward becoming more podcast-friendly, including a recently launched option that lets creators link their shows directly to platforms such as Apple Podcasts, Spotify, and iHeart.
Meta believes podcasts offer a strong opportunity to build active communities on Threads. Speaking to Bloomberg, Connor Hayes, Head of Threads, said the company wants the platform to become a central hub for podcast discussions.
“Threads should be a place where conversations around podcasts naturally happen,” Hayes said, adding that the company aims to make the app a dependable space for fans and creators to engage with one another in real time.
As part of this push, Meta has begun hosting live events tied to popular podcasts. Earlier this month, the company supported a live taping of All The Smoke, a basketball-focused podcast, in Los Angeles. Influencers were invited to attend, leading to increased posting and discussion about the show on Threads. Hayes confirmed that more such events are planned.
Meta is still working to attract well-known creators, journalists, and public figures to post regularly.
Before Threads, most podcast communities on Meta were on Facebook Groups, usually run by fans rather than the podcasters themselves. Threads gives podcasters more control, letting them interact directly with their audience.
Threads faces strong competition from platforms like Reddit, Discord, Patreon, and Substack, which are already popular for podcast discussions and fan engagement. Many podcasters use these platforms to offer exclusive content and connect with subscribers.
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