End of the podcast on Facebook! -

It’s not even been a year since it launched, and yet the Facebook podcast is shutting down from next month…

Less than a year after its launch, Facebook is closing its podcast platform. If you use the podcast in your content marketing strategy, you have surely noticed that it is no longer possible to upload new shows to the service since the beginning of May, and the feature will completely shut down on June 3.

An intense race towards podcasting

In June 2021, Facebook launched its live audio and podcast service with the social audio platform craze spurred by Clubhouse, the live audio app. Last year it was valued at $4 billion and every platform wanted to copy its product, from Facebook to Twitter to Telegram.

Meanwhile, while Amazon.com Inc. signed major audio deals, Spotify Technology SA had a market value of over $50 billion a year earlier, double what it is today.

Facebook’s switch to audio therefore seemed inevitable if the platform wanted to stay in this mad race and not be outdone by its many competitors.

The podcast on Facebook

In concrete terms, presenters can link their show’s RSS feed to the social network. This automatically generates posts on the newsfeed for all episodes published and which appear on the “Podcast” tab.

Along with the ability to share their show via Facebook, podcasters can decide whether or not to enable listener-created clips that are up to one minute long.

With podcasts, Facebook is apparently banking on the fact that podcasters are already using the platform to foster conversation with their listeners and promote their shows. Publishing directly to the platform had aimed to make it easier to achieve these goals while giving users a reason to never leave the app…

But everything has changed!

Facebook is re-evaluating podcasts

Since the beginning of May, Facebook no longer allows you to download new audio broadcasts. This change was made due to a re-evaluation of Facebook Podcasts. At the same time, the company is shutting down the Soundbites and Audio hubs, integrating its Live Audio Rooms feature into the Facebook Live package.

Adelaide Coronado, a Facebook spokeswoman, explained:

“After a year of learning and interacting with audio-first experiences, we decided to simplify our audio toolset on Facebook,”

It is clear that the enthusiasm for audio is not the same as in its infancy. Spotify, for example, reduced the number of exclusive programs with which it had a contract. Clubhouse also lost market relevance over the months, followed closely by Facebook.

In addition to focusing more on videos, Meta (the parent company of Facebook, Instagram and WhatsApp) is thus changing its strategy by emphasizing other new trends, in particular with theintroduction of the metaverse and e-commerce. It is indeed worth remembering that the company changed its name to Meta to emphasize its interest in the construction of the metaverse.

The short videos are also more advanced, in particular the Reels on Instagram, to compete with TikTok. This type of content represents more than 20% of users’ time spent on Instagram.

Thus, Facebook will definitely stop offering podcasts on the platform from next month, but other more interesting features for it will be highlighted to continue contributing and increasing visibility and engagement on the social network.

And you, what do you think of this ad? Is this good or bad news? Do you use the podcast in your marketing strategy? Feel free to share your experience in the comments.