Threads introduces ‘Ghost Posts’: ephemeral posts to liberate online communication
Meta has officially launched a new feature on Threads: ‘Ghost Posts’, ephemeral posts that automatically disappear after 24 hours.
Inspired by Instagram Stories, this innovation aims to promote more spontaneous sharing without pressure—an approach to lighten interactions on social media.
Threads Posts That Disappear, But Not Completely
The Ghost Posts on Threads allow users to publish messages that are automatically archived after one day. The unique aspect: all replies are redirected to private messages (DMs), rather than appearing publicly on the discussion thread.
As a result, only the author can see who liked or replied to their post, fostering more personal and relaxed interactions. Meta aims to encourage ‘spontaneous thoughts’ and ‘fresh opinions’ without leaving a permanent record on the profile.
An Ephemeral Format, Yet More Intimate
This approach fits into a broader trend of temporary content popularized by Snapchat and refined by Instagram. Threads strikes a balance: posts are not deleted but archived. Users thus maintain private access to their history without exposing it to the public.
The Ghost Posts appear as gray bubbles in the thread, activated via a ghost icon when creating the post.
A Strategy to Differentiate Threads from X
For Meta, this represents a strategic bet: to encourage lightheartedness on Threads, in a context where X still relies on virality and controversy. By shifting discussions to DMs, Threads aims to reduce the noise from endless reply threads—often criticized aspects of Twitter.
This feature targets those who wish to express themselves without leaving a lasting mark, a growing audience amid rising concerns over moderation and online reputation.
Innovation or Just Recycling?
Some users welcome a freer and kinder experience, while others feel that Meta is too closely duplicating its formats between Instagram and Threads. For them, the boundary between the two platforms is dangerously blurring.
Nonetheless, the integration of Ghost Posts could enhance the daily usage frequency of Threads, already exceeding 400 million active users.
A Step Toward A Healthier Social Web?
The Ghost Posts reflect a fundamental trend: a more temporary internet, where immediacy takes precedence over permanence. If they find an audience, these ephemeral posts could redefine digital interactions, promoting more genuine exchanges, less oriented toward performance or buzz.
After all, in the hyperconnected world of social media, sometimes the most powerful message is the one that disappears.
