Threads Introduces 'Ghost Posts' with Direct Message Integration to Boost Engagement

Meta's Threads has rolled out a significant new feature called "ghost posts," allowing users to share ephemeral content that disappears after 24 hours, with all replies directed to the poster's direct messages. This development aims to foster more spontaneous and "low-stakes" sharing on the platform, as confirmed by a recent TechCrunch report. The move marks a strategic effort by Threads to enhance user interaction and differentiate itself in the competitive social media landscape.

The new "ghost posts" can be created on mobile devices by toggling a dedicated "ghost" icon within the compose screen. These posts appear in timelines with a distinctive dotted conversation bubble, indicating their temporary nature. Crucially, any responses from other users, whether on desktop or mobile, are routed directly to the original poster's direct messages, rather than appearing publicly in the timeline.

This innovative approach to messaging and content sharing is designed to encourage users to post more unfiltered thoughts, engage in live discussions, and experiment with new content formats. While others can see if a ghost post has received likes or replies via smiley-faced icons, only the original poster has access to the exact number of engagements and the identities of those who interacted. After 24 hours, the posts vanish from public view but remain accessible to the creator in an archived section.

The introduction of "ghost posts" positions Threads as a strong contender against rival platforms like X (formerly Twitter), which previously experimented with a similar disappearing content feature called Fleets, though it was later discontinued due to low adoption. Threads has been rapidly evolving since its launch, adding features such as custom feeds, direct messaging, and fediverse sharing, underscoring its commitment to user experience and platform growth. Meanwhile, X has also been enhancing its direct message capabilities, introducing features like DM search, blocking DM requests, and end-to-end encryption to improve user control and security.