Meta introduces “ghost posts” on Threads, a disappearing post feature aimed at boosting engagement through spontaneous, temporary sharing.
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| Meta launches ghost posts on Threads, giving users a way to share temporary content that fades after 24 hours — part of its bid to keep the platform dynamic and authentic. Image: CH |
Tech Desk — October 28, 2025:
Meta is leaning once again on the power of ephemerality. The company on Monday rolled out a new Threads feature called “ghost posts,” allowing users to share temporary updates that automatically disappear after 24 hours — a move reminiscent of Instagram and Facebook’s popular “Stories” format.
According to Reuters, Meta says the update is designed to help users “share unfiltered thoughts and fresh takes without the pressure of permanence or polish.” Unlike regular posts, replies to ghost posts are sent privately to the creator’s inbox, while public likes and comments are hidden. The posts themselves appear as grayed-out, dotted chat bubbles, making them visually distinct within the Threads feed.
The launch signals Meta’s intent to make Threads — introduced in 2023 as a text-based alternative to Elon Musk’s X (formerly Twitter) — feel more casual and conversational. With 400 million active users as of August 2025, Threads has seen steady growth, but the company continues to experiment with features that could sustain long-term engagement.
By adding a disappearing post option, Meta is appealing to users who value spontaneity over permanence and who may feel fatigued by the performative nature of traditional social media. The feature could encourage more off-the-cuff sharing and private dialogue, rather than public debate or metrics-driven interaction.
Still, the move raises questions about innovation versus imitation. While ghost posts borrow heavily from the company’s successful Stories model, Meta is betting that the same logic — temporary, low-stakes content — can thrive in a text-driven environment.
Whether ghost posts become a defining element of Threads or just another passing trend will depend on user adoption. For now, Meta’s message is clear: in a world of constant content, sometimes it’s the fleeting moments that matter most.