In this Article:
Later connects to Instagram and Facebook to publish posts, collect content, and display analytics. Because of how Meta's API works, some Later Social scheduling features need your Instagram business or creator profile connected to a Facebook Page. Most Instagram publishing and campaign features now work without a Facebook Page. However, this article explains which features need a Page and which don't.
Features That Need a Facebook Page
You can connect your Instagram profile and publish posts without a Page, but the following scheduling features won't work until a Page is connected:
- Social Inbox
- Location Tagging
- Search by Hashtag
- Search Instagram Posts by Profile
- Collect Media through Instagram Mentions
- Instagram Story analytics
- Link in Bio product tagging
- Tagging Instagram Products
- Social Listening (except Future Insights and Brand Health for Facebook and TikTok accounts)
- Shopple posts/tags
You'll also need to grant Later the permissions requested during connection. To connect a Page, see Connect Instagram to a Facebook Page.
Do I Have to Use the Page?
No. You don't need to post to it, build an audience, or promote it. Instagram just requires that your profile be linked to a Page to unlock these features in their API. Most people set the Page up once and never touch it again.
What If I Don't Want to Connect One?
You can still connect your Instagram profile and publish posts without a Page. You'll just have access to fewer scheduling features, and the ones listed above won't work until a Page is connected. Campaign participation isn't affected either way.
Campaigns Don't Need a Facebook Page
As of March 2026, applying to and participating in campaigns works with Instagram Login alone. You don't need a Facebook Page to apply, have your content tracked, or share performance insights.
The one exception is Partnership Ads. If a brand wants to boost a specific piece of your live content, you'll be asked to authenticate with Facebook for that post. It doesn't affect anything else. See Connect Instagram to Later Social for Campaigns and Partnership Ads: A New Way to Grow Your Reach.