For a long time, running ads on Threads meant bringing your Instagram identity along for the ride. Meta is changing that. Businesses will no longer need matching usernames on the two apps, and those without any Instagram profile can run Threads ads straight from their Threads account. If you’ve been curious about Threads but didn’t want another setup to manage, this lowers the bar.
- Meta says matching Threads and Instagram usernames will no longer be required to run Threads ads, starting in September 2026.
- Businesses with no Instagram profile can launch Threads ads using their native Threads profile.
- The change is rolling out gradually, so some advertisers may not see it yet.
What Meta Changed in Threads Ad Setup
Until now, Threads has been tied closely to Instagram, and that link shaped how ads worked. A business that wanted to promote posts on Threads had to carry its Instagram identity over, with the same username on both apps.
Meta’s update removes that step. The company says that starting in September 2026, businesses won’t need identical usernames on Threads and Instagram to run Threads ads. Businesses that don’t have an Instagram profile can also launch ads directly from their Threads profile.
The catch is timing. Meta says the changes are rolling out gradually and may not be available to every advertiser yet. So if you log in and don’t see the new option, you probably didn’t do anything wrong. The update may not have reached your account yet.
Why Threads Is Pulling Away From Instagram
Threads and Instagram have traditionally been closely aligned. Andrew Hutchinson of Social Media Today argues that the tight pairing mainly helped drive early sign-ups. The app has since grown to 500 million users. He describes it as a worthwhile place for ads in its own right, with reach to an audience that differs from Instagram’s.
He also points out that most people use Threads very differently from how they use Instagram. That gap is one reason he thinks Meta should keep separating the two apps. In his view, Meta should also stop treating Instagram activity as a stand-in for interest on Threads.
Meta has already made some moves in that direction. It removed Instagram graph insights from the Threads onboarding flow. The split isn’t complete, though. Threads still leans on Instagram engagement signals to gauge what users might like across both apps. The ad change looks like one more step toward a more independent Threads.
What This Could Mean for Dealership Marketing
For dealers, the practical upside is flexibility. To run ads, your store’s Instagram and Threads accounts no longer have to mirror each other. Maybe your two handles never matched, or maybe you skipped Instagram entirely. Either way, the old requirement stops being a roadblock once the update reaches your account.
That opens up a cleaner testing path. Threads users approach the app differently than Instagram users do. So it makes sense to judge Threads on its own results instead of assuming that what works on Instagram will carry over. A small, separate Threads test shows you how that audience responds, and it keeps those numbers from getting mixed in with your Instagram campaigns.
A few simple habits can make a first test more useful:
- Check whether the new setup option shows up in your ad tools before you plan a launch date.
- Decide which Threads profile will run the ads, since it no longer has to match your Instagram handle.
- Set a modest budget and one clear goal so you can compare results fairly later.
- Track Threads results apart from Instagram so each channel gets judged on its own.
Give Threads Its Own Test Drive
Meta’s update removes a setup hurdle that kept Threads ads tied to Instagram. The rollout is still gradual, so watch for the option in your account and plan a small test. Then let Threads earn its spot in your budget based on how its own audience responds. If the results hold up, you’ll have a new channel that doesn’t depend on your Instagram setup.
