Tips for a Great campaign
Some guidelines on how to create a successful campaign
Iris makes it easier than ever to build compelling and engaging auto-response, reminder and subscribe campaigns on Twitter. Below are our recommendations on how to make a memorable and successful campaign.

Great Call To Action Creative

Call to action Tweets are core to a Campaign - they are the tweets your users will interact with. When a user interacts with that tweet with the mechanic you choose (like or retweet) they'll receive an auto-response and be added to your Campaign's audience.
Every great campaign starts with great initial creative. For a campaign on Iris, the initial creative are tweets. Iris supports running campaigns with both Promoted Only (Dark or Nullcast tweets) and organic tweets. All you need is the full URL to the tweet (i.e to configure it in Iris.
When it comes to initial creative we have a few do’s and don’t we think you should follow to run a great campaign:


    Run creative in the target audience’s language. If you’re running campaigns targeting users that use languages other than english, set up your creative in their language, you’ll see a greater engagement rate
    Call out the campaign mechanic - if you’re running a retweet or like campaign, call this out in the trigger tweet and let the user know why they should engage with your content
      “Want to be first in line when our PRODUCT launches? ❤️ to be reminded when sales go live”
      “Want the best highlights from SPORT TEAM this season? Retweet to get exclusive content from every match”
    Include media or videos, media catches the eye and will increase your engagements, gifs in particular tend to see great engagement
    Use your Brand’s voice - write tweets in the voice that works for your brand so you provide a consistent voice throughout all of your creative
    Keep it simple - let the user know the opt in mechanic, and why they should opt in, the longer the tweet the more likely the user is going to just scroll past


    Don’t forget to include the target mechanic in the tweet, you'll confuse your users if they interact and get an auto-response
    Mention a mechanic you haven't configured (don't ask the user to retweet if you haven't configured that tweet to receive a response on a retweet)
    Keep it simple. If your trigger tweet is a huge wall of text, users are going to ignore it
    Include irrelevant or confusing imagery
    Use one trigger tweet for a like and retweet mechanic. If you want to support both mechanics, use a different tweet for the mechanic. We've noticed Like (Heart) campaigns tend to get much more engagement so choose what works best for your campaign.
    Use dozens of trigger tweets. A handful will suffice. If you want to A/B test creative, create separate campaigns to test the effectiveness

Auto Replies

Auto replies are a core part of a Campaign running on Iris. Using the Iris CMS, you can set up what content a user who interacts with your trigger tweets is sent when they interact.

Setup Best Practice

For each auto reply you want to set up, we recommend doing the following if you want to use Media or include a Twitter Card in your auto-reply:
    Log into the twitter ads platform / twitter media studio and upload your creative (if you have any)
    If you're pointing the user to a website, create a Twitter Website Card rather than just embedding the link for a better experience
    Dark tweet the copy and the creative you'll be responding to the user with so you can view it on platform and get a feel for how it will look when the user sees it
    Create a dark tweet for all of the auto-responses you're intending to send to the user
    Save those URLs and when creating the auto-response, paste that URL into the "Twitter Media URL" field.
      Iris will load the tweet and pre-fill the auto-response for you, including any cards or media
      All you have to do is choose the mechanic (like or retweet) and the target tweet and you're done!

Making a Great Auto-Response

    Make the user feel great for receiving the auto-response
      Use a voice the user would identify with as your brand's voice
      Thank them for interacting
      Include media or a gif (if possible) - tweets with media have higher engagement
      Remind them what they're going to get for interacting as the user might not see the auto-response notification right away and may need context when they
      "@user You Rock! Your entry into the competition has been received! We'll let you know if you win 😎. Reply #stop to opt out"
      "@user Thanks! We'll let you know when the show is about to start 🎸🎸🎸 Reply #stop to opt out"
    Use different copy on each auto-response. In a campaign a user may see multiple trigger tweets, different copy across each of those trigger tweets means a user will be guaranteed a response each time. If you use duplicate copy, twitter may stop the tweets sending as duplicates. If you use duplicate copy your analytics reporting may have issues as twitter will not allow us to send duplicate tweets and users may not receive auto replies. Please take the time to make sure you do not have duplicate copy.
    Iris will display a warning if you have duplicate copy across your campaigns, take the time to make your copy unique
    Make the copy a tweet that you would like to receive!
You can also have multiple response triggers per action. Iris will randomly select one of the auto-responses and send it to the user.

Opt Out

All campaigns run on Iris must have opt-out copy to comply with Twitter's terms of use. Automated campaigns running without opt-out copy can have your account suspended or permanently banned from Twitter.
Opt-out copy is what a user receives when they tweet #stop at the handle powering the campaign. It might be sad that a user has decided they're not interested in the content but it's a chance to re-engage the user.
    Thank the user for opting in in the first place
    Include more information about the brand or provide a website card
      "Sorry to see you go. We're still going to be broadcasting live on the 12th of December. Check out the site below if you're interested"
The user will only receive the opt out tweet if they have opted in to the campaign.


Broadcasts are a core part of campaigns on Iris. A broadcast is a way to send content to your entire audience in the form of a personalised, dark tweet to the entire audience at the same time.
If you are approved by Twitter, Iris will allow you to create multiple broadcasts. Otherwise your campaign will only be allowed one broadcast.
Your broadcast will go out to your entire audience at the time of the broadcast. The Iris Campaigns platform will show you information on your past broadcasts so you can see when they were sent, how many users received them and how fast they were distributed.

Best Practice for Broadcasts

    Send content you'd want to receive as a user
    If you're directing the user to a website or live stream that isn't on twitter, use a website card for the best experience
    Follow the same process as an auto-response, create all of the copy and creative on the twitter ads platform to validate it is displaying as you'd expect. You can then put that dark tweet into the broadcast form and Iris will extract the copy
    If you're directing the user to a bot on twitter, use a Direct Message Card
    If you're not using a card, use media, media on broadcasts substantially increases user engagement
    Choose a broadcast time that works for your users, if you're running a campaign in a region (or most of your followers are from a certain region) distribute the broadcast at a time that makes sense for that region so users will see your content.

Best Practice for multiple broadcasts

    Try to send no more than one broadcast a week
    Make sure the copy is compelling and engaging
    You're required to include the #stop mechanic in each broadcast to comply with Twitter's automation rules, so check your opt-out rates to make sure the content you're sending is relevant to your audience
Last modified 8mo ago