Meta has launched a new Threads feature called “ghost posts”, which automatically disappear 24 hours after being uploaded. The move mirrors the popular “stories” format already used on Instagram and Facebook as Meta looks to boost engagement on its text-based social platform.
Ghost posts let users share temporary thoughts or updates without leaving a lasting record. Replies go directly to a user’s inbox, keeping likes and comments private.
“You can share unfiltered thoughts and fresh takes without the pressure of permanence or polish,” Meta said in a statement.
Users can activate the feature by toggling the ghost icon in the post creation menu. In feeds, these posts appear as gray, dotted chat bubbles to set them apart from regular content.
Threads, launched in 2023 as a rival to Elon Musk’s X, had around 400 million active users as of August.
