Threads Strengthens Its Podcast Push With Rich Link Previews for Video Clips

Lindsey Gamble

Threads is adding support for rich link previews for podcast video clips, a feature it hinted it was testing a few months ago.

How Rich Link Previews Work

Podcasters can add a link to an episode to a video in one of two ways. For those who have a podcast linked in their bio, they can upload a video clip in the composer and select “Add podcast link” below the clip to link out to their pod. For those who don’t, they can paste the podcast link into the composer or select the three-dot menu, then choose “Add podcast link.”

Audiences will then see a preview card that links directly to the full episode.

Threads Wants To Be a Place for Podcasts

Threads continues expanding its support for podcast creators and their communities. Short-form video clips are often how people discover podcasts and consume content. This feature reflects that behavior while helping podcasters drive viewers to full-length episodes, where they can watch the podcast in its entirety.

When Threads launched its initial podcast features, including the ability to add shows in a bio for podcasts on Spotify, Apple Podcasts, and iHeartRadio, and making podcast links more prominent in the feed, it made clear that it wanted to be a player in podcasting. This latest update reinforces that position.

Threads has also leaned into live podcast experiences, including having a booth at the Super Bowl NFL Media Center, where creators and podcasters recorded content.

There’s a Lot of Attention on Podcasts Right Now

Podcasting has become focus for many social media platforms and streaming services. YouTube and Spotify have continued pushing video podcasts, while Apple is upgrading its video experience.

TikTok inked a deal with iHeartRadio that includes the launch of the TikTok Podcast Network, which will feature up to 25 new podcasts hosted by TikTok creators, along with a national broadcast and digital radio channel and a series of live event integrations.

Streaming services like Netflix, YouTube, Hulu, and others have also been adding more podcast content to their libraries through licensing as well as exclusive deals.

All of this comes as a recent study by Edison Research found that, for the first time in history, podcasts are bigger than spoken-word radio. It is a strong moment for podcast creators, their audiences, and advertisers as the reach of podcast content continues to expand.

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