Meta’s Threads Unleashes “Ghost Posts” for Disappearing Content

Meta has launched a new feature for its Threads social network. The feature is called “Ghost Posts.” These posts are designed to automatically vanish after 24 hours.

This move is seen as a direct challenge to platforms that prioritize ephemeral content. According to Reuters, the feature is available to all users starting today.

How Threads Ghost Posts Function and Differ

Creating a Ghost Post is simple. Users tap a new ghost icon when composing a message. The post then appears in the feed with a distinct gray chat bubble background.

Replies to these posts are handled privately. They are sent directly to the user’s inbox instead of appearing publicly. This eliminates public likes and comment threads.

The feature aims to reduce the pressure of posting. Meta states it allows for sharing unfiltered thoughts without worrying about permanent polish.

The Strategic Shift Towards Ephemeral Social Media

This update signals a significant shift in strategy for Threads. It embraces the growing user preference for temporary, low-stakes sharing. The approach mirrors features popularized by other social apps.

For users, it creates a new, less formal way to engage. It encourages more frequent, casual conversation. This could help Threads increase daily user engagement and retention rates.

Analysts suggest this makes Threads more versatile. It can now host both permanent public discussions and fleeting personal updates.

The introduction of Ghost Posts fundamentally changes the Threads experience. It provides a new outlet for spontaneous communication. This new Threads Ghost Posts feature could be a key to its future growth.

Thought you’d like to know

What happens to a Ghost Post after 24 hours?

The post is automatically archived and removed from the public feed. It is no longer visible to other users. The original poster may still have access to it in a private archive.

Can everyone see my Ghost Posts?

Yes, anyone who follows you can see your Ghost Posts in their feed. The posts are public for their 24-hour lifespan. They are identified by their unique gray bubble design.

How do I reply to a Ghost Post?

You reply by sending a direct message to the poster. Your reply will not be visible to anyone else. This keeps the conversation completely private between you and the original user.

Why is Meta adding this feature?

Meta aims to reduce the pressure of permanent social media posting. It encourages more casual and frequent sharing. This can lead to higher user engagement on the platform.

Is the Ghost Posts feature available now?

Yes, Meta has confirmed the feature is rolling out now. Users should see the new ghost icon in their composition tool. The update is available for both iOS and Android apps.