Meta continues to refine Threads’ identity. Its new feature, Ghost Posts, introduces a format of ephemeral publications that auto-archive after 24 hours, encouraging freer, more immediate and unfiltered communication.
These posts stand out in the feed with a dotted grey icon, marking their fleeting nature. But the real innovation lies in interaction: all replies and likes remain private. Responses go directly to the creator’s inbox, and only they can see who has reacted or engaged.
The company’s intention is clear — to lower the pressure of posting and restore users’ spontaneity. “Sharing unfiltered thoughts” and “without the pressure of permanence or polish” are the pillars of the concept. Ghost Posts take the energy of Stories and translate it into the realm of text, encouraging real-time authenticity and posts that don’t need to live forever on your profile.
For brands and creators, this opens up a new playing field: using these fleeting posts for limited-time offers, quick polls or idea testing, while keeping the main feed more curated and strategic. A space where immediacy becomes a tool, not a risk.
The arrival of Ghost Posts joins other recent updates that strengthen Threads’ positioning as a calmer and more culturally oriented platform. Among them: the ability to publish texts up to 10,000 character, hide spoilers, and a stronger focus on interest-based communities.
Threads continues to position itself as a more serene and creative alternative to X, where conversation — finally — finds its own rhythm.
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