Meta has unveiled a new feature called ‘ghost posts’ on its Threads app, designed to automatically archive posts 24 hours after they are published. This innovation mirrors the popular ‘stories’ feature found on Instagram and Facebook, aiming to increase user engagement and provide more flexible sharing options. The feature allows users to share spontaneous, unfiltered thoughts without the concern of long-term visibility, fostering a more casual and immediate form of communication. To create a ghost post, users simply toggle the ghost icon in the post creation menu, and these posts are distinguished in the feed by a grayed-out dotted chat bubble. Replies to ghost posts are sent directly to users’ messaging inboxes, maintaining privacy by not displaying likes or replies publicly. Launched in 2023 as a competitor to Elon Musk’s X, Threads has rapidly grown to 400 million active users as of August. Meta’s introduction of ghost posts is a strategic move to further solidify its position in the competitive social media landscape.