Running Facebook and Instagram as separate silos is one of the most common mistakes businesses make with their social media. When you connect both platforms inside Meta Business Manager, you unlock the ability to manage pages, ad accounts, and team permissions from a single dashboard — and you can run ad campaigns that appear on both platforms simultaneously with minimal extra effort.
This guide explains exactly how to connect your Facebook Page and Instagram account inside Meta Business Manager, what you need before you start, and how to troubleshoot the most common problems that come up during the process.
Why It Matters
Meta Business Manager (now often called Meta Business Suite or simply Business Manager) is the central hub for businesses operating on Facebook and Instagram. Connecting both platforms there does several important things.
First, it allows you to run cross-platform advertising campaigns. When your Instagram account is linked to your Business Manager, you can target Instagram placements in Meta Ads Manager without leaving that environment. Second, it lets you grant team members and agencies access to both platforms through a single permission system — much cleaner than sharing passwords. Third, it enables you to use features like Meta Business Suite's unified inbox, which combines messages from both Facebook Messenger and Instagram DMs in one place.
If you are serious about advertising or managing a team, connecting both platforms in Business Manager is not a nice-to-have — it is the foundation of a professional social media setup.
What You Need Before You Start
Before you begin, confirm that you have the following:
A Meta Business Manager account. If you do not have one yet, go to business.facebook.com and create one. You will need a personal Facebook account to do this.
A Facebook Page that you either own or are an admin of. The Page must already be added to your Business Manager account. If it is not, add it first through Business Manager's Pages section.
An Instagram account that is switched to a Business or Creator account. Personal Instagram accounts cannot be connected to Business Manager. If yours is still personal, switch it first (you can follow the steps in our guide at /en/blog/switch-instagram-to-business-account).
Admin access in Business Manager. Only admins can add and manage Instagram accounts at the business level.
Step-by-Step Guide
Step 1: Log Into Meta Business Manager
Open your browser and go to business.facebook.com. Log in with the personal Facebook account that has admin access to your Business Manager. Once logged in, you should see the Business Manager dashboard.
Step 2: Open Business Settings
In the left-hand navigation, click Settings (the gear icon, usually near the bottom left). This takes you to Business Settings, which is where you manage all assets — Pages, ad accounts, Instagram accounts, and people.
Step 3: Navigate to Instagram Accounts
Inside Business Settings, look at the left sidebar. Under the Accounts section, you will see options for Pages, Ad Accounts, and Instagram accounts. Click Instagram accounts.
Step 4: Click "Add"
On the Instagram accounts page, click the blue Add button in the top-right area. A dropdown will appear with options: Add an Instagram account, Request access to an Instagram account, or Create a new Instagram account. Choose Add an Instagram account if the account belongs to your business directly.
Step 5: Enter Your Instagram Credentials
A dialog box will appear asking you to log into Instagram. Enter the username and password for the Instagram account you want to connect. Click Log In. Instagram may send a two-factor authentication code to the account's registered phone or email — enter that code if prompted.
Step 6: Grant Permission
After logging in, Instagram will ask you to confirm that you are authorizing Meta Business Manager to access the account. Review the permissions and click Confirm or Authorize to proceed.
Step 7: Verify the Account Is Added
Once authorized, you should see the Instagram account appear in your Business Manager's Instagram accounts list, with a status showing it is connected. If you have multiple Business Managers or Pages, make sure the account is associated with the correct assets.
Step 8: Connect Instagram to a Facebook Page (Recommended)
To get the full benefit of the connection, you should also link the Instagram account to a specific Facebook Page within Business Manager. Still inside Business Settings, go to Pages, click your Page, and then look for the option to Connect Instagram account. Select the Instagram account you just added. This association is what enables features like Meta Business Suite's unified inbox and cross-platform ad placements tied to that specific Page.
Step 9: Assign People and Permissions
Now that the Instagram account is in Business Manager, you can assign team members to it. Go to People in Business Settings, select the team member, and assign them access to the Instagram account with the appropriate role (Admin or Employee). This replaces the need to share Instagram login credentials with every person on your team.
Common Issues and How to Fix Them
The Instagram account is asking for two-factor authentication but I am not receiving the code. Make sure the phone number or email linked to the Instagram account is still active and accessible. Log directly into Instagram to verify and update your 2FA settings if needed.
I see the message "This Instagram account is already connected to another Business Manager." An Instagram account can only be owned by one Business Manager at a time. If someone previously added it to a different Business Manager, you will need to either remove it from the old Business Manager first, or request access from the current owner Business Manager.
My Instagram account option is greyed out or unavailable. This usually means the Instagram account is still set to personal. You must convert it to a Business or Creator account before it can be added to Business Manager.
I added the Instagram account but I cannot use it for ads. Make sure the Instagram account is also connected to a Facebook Page (Step 8 above). Without that Page link, ad placements to Instagram may not work correctly.
Tips to Get the Most Out of This Connection
Use Meta Business Suite for daily management. Once both platforms are connected, visit business.facebook.com/latest/home or download the Meta Business Suite app. From there, you can schedule posts, reply to messages, and monitor notifications across Facebook and Instagram from a single interface.
Set up the unified inbox. With Facebook and Instagram connected under the same Page, your Meta Business Suite inbox will show messages from both platforms in one view — saving time and reducing the chance of missing a customer enquiry.
Grant access carefully. Business Manager's permission system lets you give team members access to specific assets. Avoid making everyone an admin. Use the Employee role for most team members and reserve Admin access for those who genuinely need it.
Review connected assets periodically. When team members leave or agencies change, audit your Business Manager assets to remove outdated access. Go to Business Settings → People and review who has access to your Instagram and Pages.
Frequently Asked Questions
Can I connect the same Instagram account to multiple Facebook Pages?
No. An Instagram account can be connected to only one Facebook Page at a time. However, you can connect it to a Facebook Page within one Business Manager while also granting access to multiple people through that Business Manager's permission system.
Do I need a personal Facebook account to use Business Manager?
Yes. Meta Business Manager requires a personal Facebook account to serve as the account administrator. Your personal account is used for verification, but your personal profile is not publicly visible within Business Manager.
What is the difference between adding and requesting access to an Instagram account?
Adding an Instagram account means your Business Manager owns and fully controls it. Requesting access means you are connecting to an account that belongs to another Business Manager — useful when an agency wants to manage a client's Instagram without taking full ownership.
Will my Instagram followers notice any change when I connect to Business Manager?
No. Connecting your Instagram account to Business Manager has no effect on your public profile, your followers, or your content. It simply changes how the account is managed on the back end.