Threads ads no longer need Instagram

Since September 2026, businesses no longer need matching usernames on Threads and Instagram to run Threads ads.

That means brands with Threads and Facebook but no Instagram account can now advertise directly from their Threads profile. Until now, Threads ads were tied to your Instagram identity, because Threads started life as an Instagram spin-off. It’s another step in Meta separating the two apps.

Threads now has around 500 million users globally, and people use it very differently to Instagram. If you’ve been put off Threads ads because you don’t have or don’t prioritise Instagram, that barrier is gone. You can plan Threads campaigns in their own right.

Advantage placements are bringing more ads to Threads

Meta is pushing hard for advertisers to use Advantage placements, where its AI decides which Meta platform to show your ads on. Ads are spread across Facebook, Instagram, WhatsApp and Threads, always aiming for the cheapest cost per click or cost per conversion.

We’ve noticed many more brands advertising on Threads in the last month, and it’s likely because they’ve got Advantage placements switched on. Lots of them are brands we also see on Facebook and Instagram.

That multi-touchpoint approach works. Alison has seen the same Passenger fleece ad about six times this week, and ended up on their website. Reaching people where they are, with engaging creative, is really effective.