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Meta Pushes Threads Further Into Podcast Promotion With Transcripts, Episode Cards and Analytics

Meta rolled out Threads tools that let podcast creators post transcripts and guest tags, add tappable episode cards with audio previews, save episodes for later and track clicks and saves.

AI News Feed · 2026-09-17 01:27

When a creator posts an episode link, Threads now renders it as a tappable card that can play an audio preview. The post can also display video clips if the show has a video component, a written transcript of part of the episode, or a card for a featured guest who has been tagged in the post. A new "save it for later" button lets users hold on to episodes that sounded interesting and return to them later, and podcast profiles get a dedicated card and banner that appear on the creator's profile and in their posts.

Threads head Connor Hayes teased in August that the platform was working on a way for people to share transcripts from their shows, according to Engadget, and transcripts are now one of several options creators can use to promote an episode. According to TechCrunch, the social network is not currently looking to host podcasts itself and instead wants to serve as a hub for posting and discussion.

Creators also receive nudges reminding them to post on Threads when a new episode premieres, a step aimed at keeping engagement with listeners going between releases. Threads offers podcast insights alongside those reminders, with metrics including how many people clicked on or saved an episode and views over time broken down by followers, non-followers and all users, TechCrunch reported. Engadget reported that the podcast analytics work differently from Threads' other in-app analytics, where clicks through to outside platforms are typically de-emphasized.

The new tools build on features Threads introduced last year to spur discussion around podcasts, including improved link cards and the ability to link a creator's profile with their podcast, according to TechCrunch, which also reported that Meta's social network reached 500 million active users in June.

Rival X has more recently been encouraging creators to post videos directly on its platform, especially podcasts, as a way to earn revenue and grow engagement, TechCrunch reported. Video podcasts have become a common content source for social platforms because they can be cut into short clips for short-form video apps, promoted on text-based platforms such as Threads and X, and used to fill out streaming services, according to Engadget.

Editor's Summary Meta announced on Wednesday that Threads now offers podcast promotion tools including shareable transcripts, tappable episode cards with audio previews, guest tags, a save-for-later button and podcast-level analytics. The features keep promotion and listener engagement inside the app, at a time when rival X is also courting creators who post video and podcast content directly. Threads, which TechCrunch reported reached 500 million active users in June, is not hosting podcasts itself and is positioning the app as a place to post and discuss them.