Meta’s social platform Threads has launched a new feature called “ghost posts,” allowing users to share updates that automatically disappear after 24 hours. The update, which rolled out globally on Monday, marks Threads’ latest move to drive casual, real-time engagement and differentiate itself from rival platform X (formerly Twitter).
How the Feature Works
Users can now create a ghost post by tapping the new “ghost” icon on the compose screen within the Threads app. Once published, these posts appear with a dotted conversation bubble — distinguishing them from regular posts in the feed.
Although other users can like and reply to ghost posts, replies are sent privately to the original poster’s direct messages (DMs) rather than appearing publicly on the timeline. Engagement indicators such as smiley icons will appear under the post, but only the author can view the exact number of likes or responses.
After 24 hours, ghost posts disappear from public timelines but remain accessible to the poster through an archived section in the app’s settings. Users can manage visibility preferences, such as whether to allow message requests from people they don’t follow, directly from their profile menu.
A Move Toward Ephemeral Conversations
According to Meta, the feature is designed to foster “low-stakes, authentic conversations” by giving users a space to share fleeting thoughts without the permanence of traditional posts. This approach mirrors the popularity of disappearing content that has long been successful across Meta’s other platforms, including Instagram Stories and Facebook Stories.
The update also gives Threads a unique advantage over X, where users must rely on third-party tools to mass-delete old posts. By integrating ephemeral content natively, Threads positions itself as a more flexible and privacy-conscious platform for casual expression.
Learning from the Past, Building for the Future
While this isn’t the first time a social media platform has experimented with temporary text-based content, Meta believes the timing and format could resonate more strongly with today’s users. Twitter’s short-lived “Fleets” feature, launched in 2020 and discontinued in 2021 due to low engagement, struggled to gain traction. Threads, however, is integrating the concept into an ecosystem already thriving on ephemeral engagement — making ghost posts feel like a natural extension of user behavior.
Meta’s spokesperson told TechCrunch that the company expects ghost posts to encourage “more spontaneous, unfiltered participation” on the platform — promoting live conversations and experimental content creation.
Rapid Product Evolution
Since its debut in July 2023, Threads has rapidly expanded its functionality, introducing features such as custom feeds, direct messaging, fediverse integration (connecting Threads to decentralized networks like Mastodon), and interest-based communities. The platform also recently added support for posts up to 10,000 characters, spoiler-hiding tools, and enhanced media attachments — all aimed at boosting creator engagement.
With ghost posts, Threads continues to carve its niche as the casual, community-driven alternative to X — a platform where sharing can be meaningful, temporary, and refreshingly unpolished.
