A campaign is a message you send out to a chosen group of contacts. Scenarios wait for someone to act first; a campaign works the other way around. You pick who to contact, build the message, and decide when it goes out. Think of it as a broadcast DM to a segment of your contacts.

You can send a single message or a multi-step sequence with delays, questions, and branching. The same actions you use in scenarios (links, surveys, questions, audio, files, AI replies) are all available in a campaign.

The core difference is direction. A scenario is reactive: a contact comments, replies to a story, or clicks a link, and the flow starts on its own. A campaign is proactive: you choose the audience, build the flow, and press send.

Because a campaign isn't triggered by a contact's action, it has no trigger step. You start with the audience instead, then build the message flow.

Everything else is shared. A campaign reuses the same visual flow builder and the same actions as a scenario, so once you've built one, you've learned both. For the concept behind automations, see What Are Scenarios? Overview & Concepts.

A campaign supports the full range of Inrō actions: text, photos, videos, audio, files, conversion links, surveys, payment links, questions with tappable reply buttons, and AI-generated messages. You can also add logic steps like delays, conditions, and A/B tests so the flow adapts to how each contact responds.

You don't set these up any differently than in a scenario. The action references cover how each one works:

A campaign sends only to your Active contacts: people who can currently receive a DM from you. The audience count you see while building is your reachable, active contacts, not your total follower count. For what makes a contact active, see Understanding Contact Status.

This is why a send sometimes reaches fewer people than you expect. Some contacts may have gone inactive, turned off DMs, or fallen outside Instagram's messaging window since you added them.

There's also a billing cap. If a send would reach more contacts than your plan's monthly limit allows, the extra contacts are parked and the campaign shows Limit reached. This is your monthly activated-contact cap, not an Instagram rate limit. See What Are Activated Contacts? for how the cap works, and My Campaign Is Stuck or Not Sending: How to Fix It if a send under-delivers for any other reason.

A campaign fits any moment where you want to start the conversation:

If you want a starting point, inro.social/templates has ready-to-clone campaign templates for all of these. Scroll to "All campaigns library" to browse them.

When you press send, Inrō freezes your audience and sends to it in batches of 1,000 contacts at a time. A small send finishes quickly; a large one can take a while to fully play out, especially if your flow has delays between steps. So build in a buffer for anything time-sensitive rather than counting on an exact delivery minute.

The campaign list shows each campaign's status at a glance:

For full detail on timing and what to expect during a send, see Scheduling, Sending & Managing Campaigns.

Ready to build one? Creating Your First Campaign: Step-by-Step walks through the whole process, from naming it to pressing send.