Must run it!
The bacteria require oxygen as well as something to eat. Without flow they consume what is near them, then starve for lack of fuel. The flow of the filter running always brings fresh fuel.
If running it is difficult or unsightly, try to get "filter squeezin's" from the old filter and pour this into the new filter and let it run. This will speed up the movement of bacteria.
Unfortunately, no one really knows how long is required to get the new filter adequately seeded. With squeezings, it may be just a day or 2 or 3. Without, just running it, I'd guess you need to let it run a week or 2.