Threads’ Ghost Posts Explained (Meta Announced Latest Feature)

Meta added a whole new way to post on Threads, and it’s called a Ghost Post.

Ghost posts, officially known as Disappearing Posts, let you share text-only updates that automatically archive after a day, similar to Instagram Stories. They appear in followers’ feeds like regular posts, but disappear from your profile and timelines after a day, no cleanup needed.

The Verge reports that Threads started testing the ghost post feature back in April 2025, alongside other updates such as long 10,000-character posts, group chat, and community.

For creators, marketers, and brands, this feature opens up a simple yet powerful way to share real-time thoughts, test content ideas, and post spontaneously without overthinking long-term visibility.

In this guide, we’ll cover what ghost posts are, how to create them, their limitations and benefits, and how businesses can creatively use them to make the most out of this Threads feature.

What Is a Ghost Post (Disappearing Post) on Threads?

As per the Meta announcement in October 2025, ghost posts (disappearing posts) are text-only Thread posts that will automatically disappear after 24 hours. If someone replied to your ghost posts, the Threads will send them to your DMs; other users won’t be able to see who has liked or replied. 

These posts appear to look like any other text Thread in followers’ feeds, with a gray chat bubble. Disappearing posts won’t stay long on your profile, making them perfect for sharing short-lived updates, announcements, or casual thoughts without permanently adding them to your feed. 

According to Meta, 

Ghost posts help people “share more freely, in the moment, without worrying about what stays on their profile.”

How to Create a Ghost Post on Threads

Creating a ghost post on Threads is quick and easy on all accounts without any additional requirements, whether you manage a personal or business account. 

Follow these steps to create your first ghost post:

Step 1: Open the Threads app on your mobile device.

Step 2: Tap the “+” icon to start a new Thread and enable ghost post mode (ghost icon) on the left side of the “Post” button.

Step 3: Write your text and click on “Post” to make it live. You can include emojis and mentions, but note that ghost Posts currently don’t support images or videos.

Your ghost post will go live instantly and automatically disappear after 24 hours, helping you keep your profile clean while staying active and engaging.

Benefits of Ghost Posts for Brands, Agencies, and Creators

Ghost posts (also called Disappearing Posts) offer creative and strategic opportunities to marketers, brands, and creators. Since these posts vanish after 24 hours, they let you share more freely, without worrying about your long-term feed look or content mix.

Here’s how they can help your social strategy:

1. Keep Your Profile Clean

As we know, ghost posts disappear automatically, which makes it perfect for brands that want to experiment or share temporary content without cluttering their main feed or grid. There, you can share new ideas, run short campaigns, or share spontaneous thoughts without ruining your overall profile aesthetic.

2. Create Urgency and FOMO

The 24-hour lifespan of ghost posts makes them perfect for limited-time offers, product launches, or event reminders. People are more likely to take action when they know the post and the opportunity won’t be there tomorrow.

3. Lower Creative Pressure

Since Ghost posts are text-only and temporary, you don’t need to worry about creating perfect visuals or editing videos. This takes the pressure off your creative team and lets you focus on authentic, real-time messaging that connects with your audience.

For example, a creator can share a quick thought or motivational message of the day, while a business might post a casual note about what’s happening at the office. These low-effort, human posts help keep your Threads profile active and genuine. 

4. Post More Authentically

Ghost Posts are great for sharing real-time updates, quick thoughts, or behind-the-scenes moments that show your brand’s human side. You can be more casual and conversational, since the post won’t last forever, which will make your audience feel closer and more connected.

5. Test Content Ideas

Ghost Posts are also a smart way to test new copy angles, hooks, or calls to action (CTAs). See what gets the most engagement, learn from it, and use those insights to shape your larger campaigns or permanent posts. For example, share a trending industry news as a disappearing post on Threads for a week, and if those small updates perform well, you can turn it into a newsletter topic, regular video series, or full article later on.

Creative Ways to Use Ghost Posts for Business

Ghost Posts aren’t just fun, they’re also an innovative feature for brands, creators, and agencies looking to connect more naturally with their audience. Due to their short span, you can be bold, spontaneous, and experimental without worrying about long-term impact on your feed.

Here are some creative ways to make ghost posts work for your business:

Flash Updates

Brands and businesses can create ghost posts to announce limited-time deals, discounts, or product drops. The disappearing format naturally creates a sense of urgency, encouraging followers to take action before the offer expires.

Casual Conversations

Begin with real, two-way interactions with your audience by providing spontaneous questions or thoughts. It’s an excellent method to express personality, increase interaction, and make your brand more approachable.

Poll-Style Engagement

Turn ghost posts into quick poll prompts by asking followers to respond with their preferred option or feedback. People feel more open and carefree about sharing honest ideas or unfiltered feedback, as that post will no longer be visible after a day, and also their feedback is directly received in personal DM instead of being visible to the public.

Idea Testing

Businesses can test their new campaign hooks, taglines, or content ideas before making them official or live. Ghost posts are perfect for checking what resonates with your audience, without the pressure of a permanent post (you can even manually delete the post even before completing the 24-hour duration).

Mini News Alerts

Quick updates or corporate news, such as an event reminder, a small milestone, technical upgrades, or a feature update, can be shared by companies or creators without the need for a separate announcement post. It keeps your fans updated without eventually flooding your feed or profile with pointless posts.

Exclusive Tips

You can share quick, bite-sized insights or insider tips that disappear after a day. It makes your followers feel like they’re getting something exclusive and encourages them to check your profile more often for fresh updates.

Your Next Step: Start Creating Ghost Posts on Threads

Ghost Posts are a refreshing new way to show up more casually and authentically on Threads. They’re quick to create, low-risk, and great for sparking engagement, all without changing your permanent brand aesthetic.

Start experimenting with ghost posts today.