Threads launches 'ghost' posts that vanish in 24 hours

Threads Introduces ‘Ghost’ Posts That Disappear After 24 Hours

Meta’s Threads platform is taking a bold step into the realm of ephemeral content by launching a new feature dubbed “ghost posts.” These temporary posts will appear in Threads’ main feed, reminiscent of Instagram’s popular Stories, but will vanish after just 24 hours. While other users can interact with these ghost posts, only the original creators will be privy to likes and replies.

Interactions with ghost posts diverge from conventional replies; instead of appearing publicly, responses will be sent directly to users’ inboxes. This shift means that engagement can often be more private, as Meta’s default messaging settings allow direct messages only to followed accounts. Users do have the flexibility to tweak these settings within the Threads app.

The introduction of ghost posts aligns perfectly with Meta’s strategy to encourage greater user participation on Threads. As seen on Instagram, Stories often outperform permanent posts in engagement, capturing users’ fleeting thoughts and more spontaneous interactions. In a recent blog post, Meta emphasized that this new feature allows users to “share unfiltered thoughts and fresh takes without the pressure of permanence or polish.”

However, the success of such ephemeral formats hasn’t always been guaranteed on text-based platforms. Twitter’s attempt at a similar feature, titled “Fleets,” was short-lived, with former CEO Jack Dorsey reportedly disliking the concept, resulting in its discontinuation less than a year after launch.

As Threads rolls out its ghost posts, only time will tell if this innovative feature will resonate with its audience. Are you excited to share your fleeting thoughts? Let us know in the comments!

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Meta Description: Discover how Threads’ new ‘ghost posts’ feature, allowing ephemeral sharing that disappears after 24 hours, is changing the way users interact on social media.