Threads Ghost Posts: A New Disappearing Act Takes on X

Instagram’s text-based platform, Threads, has launched a new feature called Ghost Posts. This tool allows users to publish content that vanishes after 24 hours. The update was announced officially this week.

Replies to these ephemeral posts are sent directly to the user’s private direct messages. This creates a more temporary and spontaneous way to share on the social network.

How the New Ghost Feature Works

The feature functions similarly to disappearing stories on other apps. Users activate it by toggling a ghost icon when composing a new post. The draft text then appears in a distinctive greyed-out box.

According to Reuters, this is part of a broader strategy to enhance user engagement. All Ghost Posts are automatically archived after one day. They will also have a dedicated section on a user’s profile for easy viewing during their active period.

Threads described the tool as a way for users to “feel confident trying new things.” It is ideal for sharing casual thoughts or limited-time announcements. The feature prevents these posts from permanently residing on a public profile.

A Strategic Move in the Social Media Landscape

This launch is a clear competitive move against platform X. It addresses a long-standing user request for more ephemeral content formats. The direct integration with DMs for replies also streamlines conversations.

The feature encourages more frequent, less polished sharing. This can lead to higher daily activity on the Threads app. It provides a low-pressure alternative to permanent, curated tweets.

For creators and brands, Ghost Posts offer a tool for exclusive, time-sensitive content. They can run 24-hour giveaways or share behind-the-scenes moments. This fosters a sense of urgency and intimacy with their audience.

The introduction of Ghost Posts marks a significant step in Threads’ evolution, providing a fresh, impermanent way to communicate that directly challenges the permanence of its rivals.

Info at your fingertips

What happens to a Ghost Post after 24 hours?

The post is automatically removed from public view and placed into your personal archive. It will no longer be visible on your profile or in followers’ feeds.

Can people reply to a Ghost Post publicly?

No, they cannot. Any replies to a Ghost Post are sent directly to your Threads direct message inbox. This keeps the conversation private.

Is this feature similar to Instagram Stories?

Yes, the core concept of content disappearing after 24 hours is very similar. The key difference is that Ghost Posts are designed for text-based updates within the Threads platform.

How do I create a Ghost Post?

When drafting a new post on Threads, look for and select the ghost icon. Your text will then appear in a grey box, confirming the post is set to disappear.

Why would I use a Ghost Post?

It is perfect for sharing spontaneous thoughts, quick updates, or exclusive content you don’t want to remain on your profile forever. It reduces the pressure of making a permanent post.