In a Legacy campaign created with a label filter, Archive uses that label to determine which creators to include — both when the campaign was created and as creators receive the label afterward. Understanding how labels and campaigns interact — both at creation time and afterward — will help you get accurate results and avoid surprises.

This article covers every combination of actions you can take involving labels and campaigns: what happens when you add or remove labels, when you manually add creators, and when you edit the campaign itself.

When creating a campaign, you can configure it to include "Any Creator with a specific label." When you click Create Campaign, Archive adds every creator who currently has that label. Creators who receive the label later are added automatically too — see Scenario 2 below.

The sections below cover every action you can take after a campaign has been created with a label filter.

Normal behavior. The creator was added at campaign creation, and Archive will track all their eligible content within the campaign's date range and source criteria. No action needed.

Result: The creator is added to the campaign, and a backfill occurs.

Archive detects that the creator now meets the campaign's label criteria and triggers a sync. Any content Archive has already collected for that creator within the campaign's date range is added to the campaign (up to 15,000 items), and new content is captured going forward. This surfaces content Archive already has — it doesn't re-fetch a creator's older posts from Instagram or TikTok.

Result: No backfill occurs. The creator remains in the campaign, but the label addition has no effect.

Because the creator is already part of the campaign (added manually before receiving the label), Archive treats them as already synced. Adding the label afterward does not trigger a new content sync or re-evaluation.

Workaround: Remove the creator from the campaign, then add the label, and Archive will re-detect and backfill them as if they are new to the campaign.

Result: The creator stays in the campaign. Removing a label does NOT remove a creator from a campaign.

Label removal has no effect on campaign membership. The creator will continue to appear in the campaign and their content will continue to be tracked.

Workaround: If you want to remove this creator from the campaign, you must do so manually from the Campaign Creators view.

Result: The creator is added to the campaign regardless of labels. Archive bypasses the label filter for manually added creators.

When you manually add a creator, Archive does not check whether they have the campaign's label. They will be tracked just like any other creator in the campaign.

Result: The existing creator list is preserved, but no new creators will be added automatically going forward.

Changing the creator type setting on an existing campaign does not remove the creators already in it. However, Archive will stop evaluating label criteria going forward — only creators you manually add will be included from that point on.

Result: The new label does NOT retroactively update the creator list. Creators matched by the previous label stay; creators matched only by the new label are not added.

Changing the label configuration on an existing campaign does not re-evaluate who should be in the campaign. (Adding the campaign's label directly to a creator does still add them — see Scenario 2 — but editing the campaign's label setting does not re-run the filter.)

Workaround: Create a new campaign with the updated label settings. This is the only reliable way to get a fresh creator list based on the new label.

Result: The label-based creator list is not affected, but content collection may be impacted.

Changing the campaign's date range or source criteria (hashtags/mentions) after creation can cause content not to backfill correctly. For example, moving the start date backward on an existing campaign will not pull in older content — you would need to create a new campaign with the earlier start date to capture that content.

Result: The creator is added. However, this follows the same manual-add path — the backfill may be partial or slower compared to the label-triggered sync.

For the most reliable content capture, it is better to let the label addition trigger the sync automatically (see Scenario 2) rather than manually adding a creator who already has the label. If you manually add them first, subsequent label assignment will not re-trigger a backfill (see Scenario 3).

For Instagram collaboration posts, Archive determines campaign eligibility based on the primary author — the creator who initiated the post — not any co-authors tagged on it.

If the primary author does not have the campaign's label, the collaboration post will not auto-populate into a label-based campaign, even if a co-author carries the label and all other campaign criteria (date range, hashtags, mentions) are met.

Workaround: To include a collaboration post from an unlabeled primary author, add the content manually to the campaign from the Content page using "Add to Campaign." If collaboration posts are still missing after manual attempts, creating a new campaign (rather than editing the existing one) may help surface previously missing collaboration content — consistent with the guidance in Scenario 7 that label changes require a new campaign to take effect.

The table below summarizes all key scenarios at a glance.