Meta’s Threads app is leaning into impermanence.

Starting Monday, the platform is rolling out “ghost posts,” a new post format for sharing fleeting thoughts that automatically disappear after 24 hours. Think Snapchat or Instagram Stories—except, for text.

Unlike regular Threads posts, replies to ghost posts go straight to the user’s messaging inbox rather than inline, and only the author will be able to see who liked or responded to them. It’s a subtle but significant shift toward private engagement within a public feed, providing a middle ground of sorts between Twitter’s public discourse model and Instagram’s close-friends Stories.

Meta says the feature is aimed at reducing the “pressure of permanence” and sparking more spontaneous conversation.

Disappearing posts, reappearing trend

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