Threads Tests Automatically Disappearing Posts: A New Feature for Ephemeral Content on Social Media

Threads Introduces 24-Hour Disappearing Posts in Limited User Test

Threads Tests Automatically Disappearing Posts: A New Feature for Ephemeral Content on Social Media
Image credit: New York Times 

Threads, a social media platform, is currently testing a new feature that allows posts to disappear automatically after 24 hours. This move is aimed at users who frequently delete their posts via third-party tools or when their posts are relevant only for a short period. Initially, Threads mentioned that ephemeral posts were being tested internally as a prototype, but it has now confirmed to TechCrunch that the feature is being trialed with a select group of users.

Functionality and User Experience of Disappearing Posts

The disappearing posts feature was first spotted by app reverse engineer Alessandro Paluzzi, who published a post demonstrating the functionality. When users tap on the reply button of such a post, they can see a timer indicating how much time is left before the post is deleted. A banner on top of the post also informs users that the thread and all its replies will vanish once the timer runs out. While the banner doesn’t specifically mention quoted replies, TechCrunch also reported that these replies also have a timer and will disappear along with the original post.

Early Signs and Potential Uses for Ephemeral Content

The idea of disappearing posts on Threads was initially highlighted by Paluzzi in June when he shared a screenshot showing a 24-hour button next to the Post button, which would allow users to publish a disappearing thread. Technologist Chris Messina also discovered traces of this feature in the iOS app's code earlier this month. However, Messina pointed out that these disappearing posts won’t be shared with the fediverse, as Threads cannot delete posts from other ActivityPub-powered servers. Threads began allowing users to share their posts with the fediverse in June.

Potential Impact on Creators and Social Media Trends

This new feature could be particularly beneficial for creators who occasionally want to share off-brand or off-topic content without it permanently appearing on their profile. It could also be useful for users who want to comment on live events, where the context might become irrelevant or confusing once the event is over.

Threads' Approach to Ephemeral Content Among Rivals

If Threads rolls out this feature widely, it could stand out among its social media rivals, including X (formerly Twitter), Bluesky, and Mastodon. In contrast, Twitter had introduced a similar feature called Fleets in 2020, which allowed posts to disappear after a set time, but it was discontinued in 2021 due to low user engagement. Threads' potential adoption of ephemeral posts could mark a significant development in how social media platforms handle temporary content.