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Following the achievement of surpassing 400 million active users in August, Meta is refining its strategy for Threads, its alternative to X.

To achieve this, Meta has chosen to target a specific audience: podcasters. A recent announcement on Threads revealed that the social network is testing various features aimed at enhancing podcast visibility and encouraging discussions about these programmes, a segment previously scattered across platforms like Reddit, Spotify, and YouTube.

Redesigned Profiles to Highlight Podcasts

In the latest update to Threads, audio content creators can now add a link to their podcast directly on their profile. This dedicated section displays a visual preview of their show, making it easier for followers to discover new episodes.

Furthermore, when a user shares a link to an episode, it will appear as an enhanced preview, complete with a thumbnail and a customized background.

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This new format is initially compatible with Spotify, with plans to expand to other podcast listening platforms. According to Connor Hayes, a product manager at Threads, these tools are designed to assist creators in more effectively promoting their work and fostering an active community within the social network.

Threads Leverages the Podcast Community to Stand Out

Since its inception, Threads has been striving to cement its position against X, which boasts about 600 million users, despite losing many internet users.

By tapping into the cultural vitality of podcasts, Meta aims to turn Threads into a hub for podcast discussions, without transforming it into an audio broadcasting platform.

The company plans to introduce additional tools in the coming months, particularly focused on statistics on listener interactions, personalized recommendations, and features related to discovery.

With these features, Threads seeks to create an environment conducive to interaction between creators and listeners, while also enhancing community loyalty.

A Differentiation Strategy in the Social Network Battle

After introducing the ability to add multiple links in profiles and attach longer texts to posts, Threads continues to attract content creators by focusing on specific uses.

This focus on podcasters also reflects Meta’s intention to give its social network a distinct identity, centered around conversation and creativity rather than merely broadcasting content.