Meta Introduces 24-Hour "Ghost Posts" Feature to Threads App, Mirroring Popular Stories Function

Meta introduced a new feature called "ghost posts" to its Threads platform on Monday, which automatically disappears 24 hours after publication, mirroring the popular "stories" function available across its other social media platforms.

This ephemeral content feature aims to drive increased engagement by providing users with additional posting options on the app, functioning similarly to the widely-adopted "stories" feature on Instagram and Facebook.

When users respond to ghost posts, the replies are directed to the poster's messaging inbox, keeping interactions private as others cannot view who has liked or commented on the content.

According to Meta, the feature allows users to "share unfiltered thoughts and fresh takes without the pressure of permanence or polish," encouraging more spontaneous sharing.

Creating a ghost post is simple—users just need to tap the ghost icon in the post creation menu. These temporary posts appear as grayed-out dotted chat bubbles in users' feeds, making them easily distinguishable from standard posts.

Launched in 2023 as a direct competitor to Elon Musk's X platform, Threads has grown significantly and reported approximately 400 million active users as of August.