Yeah, Meta’s recent move to require an Instagram account to run ads on Threads definitely shook things up a bit, especially for advertisers who were used to just using a Facebook Page and never bothered linking IG.
Here’s the deal: if you want to keep Threads as a placement, you have to connect an Instagram account now. No way around it. Threads pulls its ad identity and metadata through the IG profile, not the FB Page.
So, what are people doing?
Some advertisers are choosing to remove Threads from placements altogether, especially if:
Their client doesn’t have a strong IG presence (or none at all)
The Threads placement isn't performing well
Or they just don’t want to deal with the hassle of creating and managing another account
Others are setting up a lightweight IG profile just to enable Threads, even if they don’t plan to post much. You can make it branded, clean, and simple—just enough to pass Meta’s requirements and keep the extra reach.
Things to keep in mind if you hook up an IG:
No IG = No Threads, period.
Threads is still new in the ad mix, so performance might be inconsistent or lower quality depending on your audience.
If you create a new IG account, make sure to verify it, add a decent profile pic, and link it to your Business Manager properly.
Check your placement-level reporting to see if Threads is actually bringing value before jumping through hoops.
If Threads is driving results and you want to keep that reach, go ahead and link an Instagram account. If not, no shame in removing it from placements for now and keeping things simple. Just depends on your campaign goals.
