Meta Unveils 'Ghost Posts' Feature on Threads Platform, Empowering Users' Online Presence

Meta just rolled out "ghost posts" on Threads - temporary posts that automatically disappear after 24 hours. This move brings the ephemeral content format that's already popular on Instagram and Facebook Stories to Meta's Twitter competitor, giving users a way to share thoughts without the pressure of permanence.

The new feature works like a low-stakes version of regular posting. Users can share spontaneous thoughts or hot takes that vanish automatically, and replies go straight to their inbox instead of appearing publicly. Meta says this removes "the pressure of permanence or needing to edit" posts.

Ghost posts show up as gray chat bubbles on the main feed, making them easy to spot among regular posts. The feature also hides who liked or responded to these temporary posts, adding another layer of privacy that regular Threads posts don't offer.

This is Meta's latest attempt to boost engagement on Threads, which launched in 2023 as a direct challenge to Elon Musk's X (formerly Twitter). The app hit 400 million active users by August, but Meta clearly wants to keep that momentum going by borrowing successful features from its other platforms.

The timing makes sense from a competitive standpoint. Ephemeral content has proven hugely popular across social media - Snapchat built its entire platform around disappearing messages, and Instagram Stories became a massive hit after copying the concept. Now Meta is testing whether that same appeal works in a text-based environment.

For users, ghost posts could fill the gap between casual thoughts that don't feel worth a permanent post and private messages. It's essentially Meta's bet that people want a middle ground - more public than a DM, but less permanent than a regular post.

The feature represents Meta's broader strategy of cross-pollinating successful features across its app ecosystem. What works on Instagram often gets tested on Facebook and WhatsApp, and now Threads is getting the same treatment.