What are Ghost Posts?
Ghost Posts are a new type of post on Threads that automatically disappear (or archive) after 24 hours.
When you create a post, you can toggle a “ghost” icon to mark the post as temporary. On your feed (and your followers’ feeds) it appears differently — e.g., a grey-dotted chat bubble or a dashed outline around the post.
Engagement (likes, replies) on ghost posts works differently: replies to ghost posts will be sent directly to the creator’s inbox (DMs), and not publicly shown under the post.
Only the original poster sees exactly who liked or replied; other users cannot view the full engagement details on the post itself.
🖥 How to Use Ghost Posts – Step by Step
Open Threads and start creating a new post as usual.
Look for the ghost icon / toggle in the post composer (often shown as a ghost-like or disappearing thought bubble).
Enable the toggle so that the post is marked as a Ghost Post.
The post shows up in your feed and your followers’ feed, but with the special styling (e.g., grey dotted chat bubble) to indicate its temporary nature.
After 24 hours, the post is automatically archived (removed from public view). Note: it may still be accessible to you (the creator) in an archive section.
If someone replies to your Ghost Post, the reply goes into your DMs; you won’t see it as a public comment under the post. Likes will also not be fully visible publicly.
🎯 Why Meta Introduced Ghost Posts
To reduce the pressure of permanence: Meta says the feature allows users to “share unfiltered thoughts and fresh takes without the pressure of permanence or polish.”
To encourage more spontaneous, in-the-moment sharing. Since posts vanish, users might feel freer to post casual updates rather than carefully curated ones.
To increase engagement: By giving users a new posting format, Meta aims to drive more usage and interactions on Threads.
To align with features on other social platforms: The idea of disappearing / ephemeral content has been popular (for example, stories on Instagram, Snapchat). Ghost Posts bring that to a text-first feed.
✅ Key Implications & Benefits
Lower stakes for posting: You won’t have your post permanently linked to your profile, which might encourage you to share more freely, even thoughts you wouldn’t otherwise keep up indefinitely.
More private replies & engagement: Because replies go to DMs and only you see full engagement details, this could create a more intimate dialogue.
Distinguishable UI: The styling differentiation (grey chat bubble, dotted outline) helps followers know the post is temporary and maybe more informal.
Good for experimentation: Users (and creators/brands) can test ideas or share quick updates without worry of them cluttering their permanent feed.
⚠️ Considerations & Potential Limitations
Archived but not fully removed: Though public view ends at 24 hours, the creator may still have access via archive, so “vanishing” is relative.
Less public visibility of engagement: Since replies and likes aren’t publicly visible, posts may get less viral traction (or at least less visible social proof).
Potential oversaturation: With more posting formats (regular posts + ghost posts), users may find it harder to stand out, or followers may skip over ghost posts thinking they're “temporary”.
Effectiveness depends on adoption: If many users don’t use ghost posts, your audience might ignore them; likewise, if the UI isn’t clear, users might not realise these posts are only temporary.
Archive still exists: For someone extra-sensitive about privacy, the fact that the post is still archived might be a concern.
🧭 What This Means for Users & Creators in india / Worldwide
If you are an individual user: Ghost Posts give you a way to share casual updates, thoughts, quick reactions, or behind-the-scenes content without worrying about them staying up forever.
If you’re a creator or brand: You might use ghost posts for limited-time announcements, flash updates, experimentation, polls, or to test content without committing it to your main feed.
For social media strategies: It adds another “format” to your toolkit. You might decide when to use a regular post (for evergreen content) vs a ghost post (for ephemeral / timely content).
For engagement and interaction: Since replies go to DMs, you may see more private conversations rather than public comments, which might change how you monitor interactions and community responses.
For the indian user base (and other locales): With Threads having a global audience (and reportedly over 400 million monthly users as of august 2025), features like these may influence how social sharing is done in local contexts — people who previously were hesitant about long-lasting posts may now feel more comfortable.
🔮 Future Outlook
We’ll see if ghost posts become a popular format or remain niche. The uptake will depend on how comfortable people feel posting temporarily rather than permanently.
Meta may add enhancements: e.g., analytics for ghost posts, ways to convert a ghost post to a permanent post, richer media options, or branded ghost-post formats for business accounts.
There may be strategic content shifts: people may start reserving big announcements for regular posts, and use ghost posts for “flash” content, teasers, live commentary, etc.
Competitors may introduce similar features or differentiate: The landscape of text-based social platforms is evolving, and ephemeral content may become a standard expectation.
Disclaimer:
The views and opinions expressed in this article are those of the author and do not necessarily reflect the official policy or position of any agency, organization, employer, or company. All information provided is for general informational purposes only. While every effort has been made to ensure accuracy, we make no representations or warranties of any kind, express or implied, about the completeness, reliability, or suitability of the information contained herein. Readers are advised to verify facts and seek professional advice where necessary. Any reliance placed on such information is strictly at the reader’s own risk.
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