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Meta has introduced a new feature called “ghost posts” on its Threads app, allowing users to publish posts that automatically archive after 24 hours. This addition aims to increase user engagement by providing a fresh way to share temporary content on Threads. As an editor representing Squaredtech.co, I will analyze what this update means for social media users and how it fits into Meta’s broader strategy to compete in social networking apps.
What Are Ghost Posts and How Do They Work on Threads?
Ghost posts work much like the popular “stories” feature found on Meta’s Instagram and Facebook platforms. When a user creates a ghost post, it remains visible on the Threads feed for exactly 24 hours before being archived automatically. This feature helps users share quick thoughts or updates without leaving a permanent mark on their profile.
To create a ghost post, users simply toggle the ghost icon in the post creation menu. These posts then appear as a grayed-out, dotted chat bubble in the feed. This visual cue distinguishes ghost posts from regular, permanent posts, helping users easily identify time-sensitive content.
Replies to ghost posts are also treated differently. Instead of appearing publicly under the post, all replies are sent privately to the user’s messaging inbox. Additionally, likes and replies remain hidden from other users. This privacy element encourages users to share искренние мысли и свежие идеи (“sincere thoughts and fresh ideas”) without worrying about judgment or public scrutiny.
We see this feature as a way for Meta to make Threads more dynamic and user-friendly. Ghost posts reduce the pressure to craft perfect content since the posts disappear in a day. For many users, this can lead to more spontaneous and authentic sharing.
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Meta’s Strategy with Threads and the Role of Ghost Posts
Threads launched in 2023 as a direct competitor to Elon Musk’s X platform (formerly Twitter). By August 2025, Threads had grown to 400 million active users worldwide. Despite this rapid growth, Meta is actively adding features that set Threads apart and increase its stickiness with users.
Ghost posts are a strategic addition to expand the variety of content users can publish. Temporary posts mimic the popular stories format but add privacy around replies and interactions, creating a unique experience for Threads users.
Meta’s approach with ghost posts aligns with broader social media trends where users seek more casual, short-lived content. This format can attract younger users who want to express themselves without the permanence or pressure tied to traditional posts.
Our team notes that the privacy design—where replies go to the inbox and are not public—may encourage more meaningful one-on-one conversations. It reduces the noise and performative interactions typical on public social feeds. This can help create a more intimate and engaging community atmosphere on Threads.
The Broader Impact of Ghost Posts on Social Media Interaction
By introducing ghost posts that disappear after 24 hours, Meta is pushing forward the concept of ephemeral social content on Threads. This offers users a chance to share emotions, thoughts, or updates that reflect real-time moods and events. It also supports a more relaxed style of interaction, where posts do not linger indefinitely.
From a content management perspective, ghost posts can encourage higher post frequency since users will not worry about cluttering their profiles. This could lead to increased time spent on Threads and greater overall engagement.
Meta’s messaging around ghost posts highlights the removal of pressure for perfection. Users can share more “unfiltered thoughts and fresh takes,” which may increase creativity and authenticity on the platform. Squaredtech views this as an important step in making Threads a space favored for honest expression.
This feature could also offer benefits for influencers, creators, and brands. Temporary posts with private replies allow brands to run timely campaigns or promotions that feel exclusive or fleeting. It broadens marketing tools by adding temporary, authentic engagement opportunities.
Conclusion
Meta’s launch of ghost posts on Threads introduces a new way for users to share ephemeral content that disappears after 24 hours. This feature mimics the popular stories format from Instagram and Facebook but adds unique elements such as private replies and hidden reactions to encourage honest, pressure-free sharing.
Threads continues to grow as a competitor to X by offering fresh features that appeal to users looking for casual and intimate social experiences. At Squaredtech, we see ghost posts as a strategic innovation that enhances user engagement and enriches social interactions on the app.
By providing users with the ability to share temporary, unfiltered content, Meta is redefining how people communicate on Threads, pushing the platform closer to being a mainstream choice for real-time conversation and creativity.
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