Ghost Posts Feature Introduced on Threads – Strategic Innovation or Trendy Imitation?

Meta’s Threads app has recently introduced a captivating feature that allows users to share disappearing content, positioned as a unique twist on an already popular concept prevalent across various social media platforms. This enhancement is expected to stimulate greater user engagement and encourage a more candid form of expression.

Threads’ Innovative Take on Ephemeral Content

While the concept of sharing content that vanishes is not novel, Threads distinguishes itself in how users interact with this feature. Social media giants like Facebook and Instagram utilize Stories to feature photos and videos that disappear after 24 hours, separate from main content feeds. Additionally, these platforms allow for disappearing messages in private conversations, while Instagram even offers Quicksnaps, which self-destruct once viewed.

Snapchat, often credited as a pioneer in ephemeral content, allows users to send Snaps that vanish instantly upon viewing, alongside 24-hour Stories. TikTok has also embraced ephemeral features, introducing their version of Stories—though like other apps, these posts remain separate from the main feed.

Threads breaks away from this pattern by enabling users to create disappearing content—referred to as Ghost posts—directly within their main feed. This approach allows posts to remain visible for a full 24 hours, integrated with regular content. Meta’s intention is to promote an environment where users feel comfortable sharing raw, spontaneous thoughts in real time, right where they interact most.

Steps to Crafting a Ghost Post on Threads

With this recently launched feature—timed perfectly for the Halloween season—ensure your Threads app is updated to access the latest functionalities.

To create your Ghost post, follow these steps:

Open the Threads app and tap the + icon at the bottom of your screen to initiate a new post.
Compose your message. Then, toggle the grey switch next to the Post button and select Continue when prompted.
Your Ghost post is now prepared, set apart from regular posts by a dotted conversation bubble outline. Click Post to share it.

After posting, it will appear in your feed with its distinctive design:

View of Ghost post in Threads app on iPhone.

You can access all your active Ghost posts by tapping the menu icon in the upper right corner and selecting Ghost posts. You can also create a new post from this section.

On iPhone, keep an eye out for a Ghost post icon located in the What’s new section at the top of your feed. Alternatively, for Android users, visit your profile to locate a + symbol superimposed on your profile picture, allowing you to create a new Ghost post from there.

To check how long your active Ghost post has left before it disappears, simply view the post in your profile:

Checking status of Ghost post in Threads app on Android.

Who Can Engage with Ghost Posts

Interaction with your Ghost posts is limited to your followers. Those not following you will need to send a message request to respond, with these requests landing directly in your inbox.

If you prefer not to receive message requests from non-followers, you can update your settings by navigating to Settings -> Privacy -> Messages, and switching to Anyone.

To reply to a Ghost post, locate the small letter icon below the post, enter your message, and hit Send as you would with standard messages. Replies will appear in direct messages, continuing in any existing conversation.

The Fate of Ghost Posts After Expiration

What happens once your Ghost posts reach the end of their 24-hour lifespan? Threads automatically archives these posts, allowing you to revisit them at your convenience.

Access your archived posts by navigating to Settings -> Archive.

Moreover, you can choose to manually archive a Ghost post by accessing it through your profile, tapping on the three dots in the upper right corner, and selecting Archive.

Manually archiving a Ghost post in Threads app on Android.

The Future of Disappearing Posts on Threads

As the new Ghost post feature gains traction, users are eager to explore its potential. However, will the appeal of these ephemeral posts endure over time?

Incorporating this feature appears to be a strategic decision for Threads. Past attempts to integrate disappearing content into text-based platforms have had mixed results—such as Twitter’s short-lived Fleets, which sought to replicate the success of Stories. Threads, however, may have found a more suitable application for ephemeral sharing.

With Ghost posts integrated within the main feed, they offer a seamless way to express fleeting thoughts or pose time-sensitive questions without cluttering the timeline. This stands in stark contrast to platforms like Twitter, where users must rely on external tools to manage their post history, thereby enhancing Threads’ user experience with built-in options for content management.

If you prefer Instagram’s features, explore ways to refresh your Instagram algorithm for a more tailored feed experience.

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