The text-focused social media platform, Threads, a rival to X (formerly Twitter), is now launching a new feature called “Ghost Posts.” This option allows the app’s hundreds of millions of monthly users to share updates and start conversations that automatically disappear from the public timeline after just 24 hours.
The feature, which started rolling out globally on Monday, is designed to make sharing feel less pressured and more spontaneous. Meta, Threads’ parent company, stated that the goal is to encourage “low-stakes sharing” and more “unfiltered thoughts” within the feed.
Users can create a Ghost Post on their mobile device by tapping a new “ghost” icon on the post creation screen. Once published, the post will stand out in followers’ feeds with a clear dotted bubble design, showing that it is a temporary piece of content.
What makes this feature unique is the way it handles engagement:
- Private Replies: Any responses to a Ghost Post are sent directly to the original poster’s Direct Message (DM) inbox. They do not appear publicly below the post, keeping the conversation private and focused.
- Hidden Metrics: While people can see that others have liked or replied (indicated by smiley icons), only the person who made the post can see the exact number of likes and replies, and who interacted with it.
After the 24-hour time limit is up, the posts vanish from public view. However, the original author can still find and access all their past Ghost Posts in an “archived” section, available through the main settings menu.
This move is an important step as Threads continues to grow and compete in the social media space. While text-first networks have tried temporary posts before—Twitter’s attempt, Fleets, was not successful and was removed—Meta is confident in the idea. The company has already seen great success with the temporary Stories format on its other platforms, Instagram and Facebook.
By using Ghost Posts, Threads is creating a unique space for live discussions, quick updates, or experimental content that doesn’t need to live on forever. This approach offers a clear contrast to platforms like X, where users often have to manually delete old posts or pay for third-party services to clear their public timelines.
Since its launch, Threads has consistently added new features to improve the user experience. Recent updates include private messaging, longer text support (up to 10,000 characters), tools to hide spoilers, and the introduction of interest-based communities. The launch of Ghost Posts shows that Meta is focused on making Threads a more dynamic, relaxed, and privacy-aware platform for everyday conversations.
Note: If you are a business looking to leverage new social features like Ghost Posts for your marketing strategy, contact TCU for a professional strategy consultation today.
