Swipe Up was an Instagram Stories feature that allowed verified accounts and business accounts with 10,000+ followers to embed clickable links directly into their Stories. When followers saw “Swipe Up” text or a call-to-action sticker, they could swipe upward on the Story to visit the linked destination—typically a website, product page, blog post, or signup form. The feature became a crucial link feature for influencers and brands looking to drive traffic and conversions. In 2024, Instagram phased out the Swipe Up feature and replaced it with the Link Sticker, which is now available to all users regardless of follower count.
Instagram moved away from Swipe Up to democratize link-sharing in Stories. The 10K follower requirement created friction for smaller creators and emerging accounts. The Link Sticker achieves the same goal—driving traffic and engagement—but removes the barrier to entry. It’s more visible, easier to customize, and provides better insights into link taps through Instagram Insights.
The Link Sticker is a visual, interactive element that appears on your Story (you can change its text and appearance), whereas Swipe Up was a gesture-based action with no visible sticker. Link Stickers are available to anyone, tracked in Insights, and feel more native to how Stories work today. They’re also more discoverable—followers can see the sticker without needing a call-to-action reminder.
Brands and influencers used Swipe Up to share blog posts, product launches, affiliate links, event registrations, YouTube videos, and promotional offers. E-commerce businesses relied heavily on it to convert Story viewers into customers. The feature was particularly valuable for time-sensitive campaigns because Stories disappear after 24 hours, creating urgency around the link.
No. Swipe Up is no longer available on Instagram. If you’re looking to add a link to your Stories, use the Link Sticker instead. It’s found in the Stickers menu (the smiley face icon) and works on all accounts. You can also use “Link in Bio” as an alternative, though it requires followers to leave Stories and visit your profile.
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