Threads Introduces ‘Ghost Posts’ That Disappear After 24 Hours
Meta’s social media platform Threads, a competitor to X, has unveiled a new feature called “ghost posts.” This addition allows the app’s more than 400 million monthly users to publish content that automatically disappears after 24 hours, fostering more spontaneous and low-stakes interactions. Launching globally on Monday, ghost posts can be created on mobile devices by toggling a new “ghost” icon on the compose screen. Once published, these posts appear on timelines with a distinctive dotted conversation bubble, signaling their ephemeral nature.Interaction and Privacy Features
Users viewing ghost posts, whether on desktop or mobile, can respond; however, all replies are routed directly to the original poster’s direct messages (DMs) rather than appearing publicly on the timeline. This design limits public discourse but encourages private engagement. Beneath each ghost post, indicators show if others have liked or replied, represented by smiley-faced icons. Importantly, only the post’s author can see the exact number and identities of those who engaged. After 24 hours, ghost posts vanish from public timelines but remain accessible to their creators in an archived section within the app’s settings menu. Users’ message request settings influence who can reply: if message requests are off, only followed accounts can respond; if enabled, replies from unfollowed users go to a separate message request inbox.Positioning Against Competitors and Past Attempts
Meta aims to leverage ephemeral content’s proven success on Instagram and Facebook Stories to enhance user engagement on Threads. This move also positions Threads to challenge Elon Musk’s X, which currently lacks native disappearing post functionality, forcing users to rely on third-party tools for tweet deletion. Twitter previously experimented with ephemeral content in 2020 through Fleets, which disappeared after 24 hours but was discontinued due to low user adoption. Meta believes the approach still holds promise, especially in text-centric social networks. The company expects ghost posts to encourage users to share more candid thoughts, participate in live conversations, and experiment with content formats.Rapid Evolution of Threads Since Launch
Since its July 2023 launch, Threads has rapidly expanded its feature set, introducing custom feeds, direct messaging, integration with open social networks like Mastodon, and support for longer text posts up to 10,000 characters. Recent updates also include tools to hide spoilers and the creation of interest-based communities, reflecting Meta’s commitment to making Threads a versatile and engaging platform.FinOracleAI — Market View
Meta’s introduction of ghost posts on Threads represents a strategic push to deepen user engagement through ephemeral, private conversations. This feature may attract users seeking a balance between public sharing and privacy, potentially increasing time spent on the platform.- Opportunities: Enhanced user engagement via low-stakes sharing; differentiation from competitors lacking native ephemeral content; potential to attract users valuing privacy and temporary posts.
- Risks: Limited public discourse on ghost posts could reduce viral content potential; reliance on user understanding of DM-centric replies may affect adoption; competition with established ephemeral formats on other platforms.
Impact: Positive — This feature strengthens Threads’ competitive positioning by innovating ephemeral content delivery, encouraging candid user interactions, and addressing a gap in the current social media landscape.
