Threads Ads No Longer Require Matching Instagram Account

Meta is overhauling how businesses launch ads on Threads, eliminating the long-standing requirement that advertisers maintain matching usernames across Threads and Instagram. The update also opens the door for brands without any Instagram presence to advertise on Threads using only their native Threads profile.

A Shift Away From Instagram Dependency

Since its 2023 launch, Threads has functioned as an extension of Instagram, with advertisers required to keep their Instagram identity mirrored on Threads before they could run promotions. That link is now loosening. According to Meta, matching usernames between the two platforms will no longer be necessary to run Threads ads, and businesses without an Instagram profile can advertise directly through Threads starting this September.

The change reflects Threads’ growing scale — the platform has reportedly reached 500 million users — and its increasingly distinct audience compared to Instagram. Marketers have noted that user behavior on Threads differs meaningfully from Instagram, making a one-size-fits-all approach to identity and targeting less effective as the app matures.

Part of a Broader Platform Separation

This isn’t Meta’s first move to decouple the two apps. The company has already removed Instagram graph insights from the Threads onboarding process, signaling an intent to let Threads stand on its own rather than leaning on Instagram engagement data as a proxy for user interest. Still, some cross-platform engagement signals reportedly remain in place for now.

Meta has confirmed the rollout will happen gradually, meaning not all advertisers will see the option immediately. For brands eager to run Threads-specific campaigns without juggling a parallel Instagram strategy, the update marks a meaningful step toward treating Threads as a standalone advertising channel rather than an Instagram add-on.