How to Add a Swipe-Up Link on Instagram

Trying to figure out how to add a swipe-up link to your Instagram Story? The short answer is: you can't anymore. But that's a good thing! Instagram replaced the old swipe-up feature with the much more versatile and accessible Link Sticker. This guide will show you exactly how to use the Link Sticker to drive traffic, cover some creative strategies for getting more clicks, and outline what to do if you don't have access to other linking features.

The Old "Swipe-Up" Feature Got a Major Upgrade

For years, the "swipe-up" link was the ultimate goal for many creators and brands on Instagram. It was a direct way to send followers from a Story to an external website, blog post, or product page. But it had a major catch: you needed a verified account or at least 10,000 followers to use it. This left smaller accounts scrambling for a way to drive traffic off the platform.

In late 2021, Instagram retired the swipe-up gesture and replaced it with the Link Sticker for everyone. This was a game-changer for a few key reasons:

• Accessibility for Everyone: The single biggest change is that you no longer need 10,000 followers. The Link Sticker is available to all accounts, giving small businesses, budding creators, and personal brands the same ability to drive traffic as major influencers.
• Increased Engagement: With the old swipe-up feature, viewers couldn't reply to or react to your Story. The Link Sticker is just another sticker in the app, meaning your audience can still send you DMs and reactions, keeping those lines of communication and engagement open.
• More Creative Freedom: Unlike the static "See More" text at the very bottom of the screen, the Link Sticker is a fully customizable element. You can change its size, place it anywhere on your Story, adjust the colors, and - most importantly - write your own call-to-action text on it.

In short, the Link Sticker does everything the swipe-up link did, but better and for more people. It’s a more interactive, visible, and democratic way to share links.

Your Step-by-Step Guide to Adding a Link Sticker

Ready to start driving traffic? Adding a link is incredibly simple and takes less than a minute. Here’s how you do it, step by step.

1. Create Your Story: Open the Instagram app and swipe right to open the Story camera. You can take a new photo, record a video, or upload a piece of content from your phone's camera roll by tapping the gallery icon in the bottom-left corner.
2. Open the Sticker Tray: Once your photo or video is on the screen, look at the icons at the top. Tap the square smiley-face icon to open the sticker tray. This is where you find everything from GIFs and polls to music and donation stickers.
3. Select the "Link" Sticker: In the sticker tray, you should see an option labeled "LINK." If you don't see it right away, you can use the search bar at the top of the tray and type "link" to find it quickly. Tap on it.
4. Add Your URL: A new screen will appear asking you to add your link. Type or paste the full URL of the website you want to send your followers to in the "URL" field. A small preview of the link destination will often appear once you’ve entered it.
5. Customize the Sticker Text: This is the most powerful part of the Link Sticker. By default, the sticker shows the domain of your link (e.g., "yourwebsite.com"). You can override this by tapping into the "Sticker text" field and writing a custom call-to-action (CTA). Instead of a plain URL, you can write something like "Read the blog now!" or "Shop the new arrivals."
6. Place and Resize Your Sticker: After you tap "Done," the sticker will appear on your Story canvas. You can now use your fingers to drag it around, resize it by pinching in and out, or rotate it. Place it somewhere your viewers will be sure to see it.
7. Change the Color (Optional): Want the sticker to match your brand's aesthetic? Just tap on the sticker a few times. This will cycle through a few pre-set color options - typically a blue/purple gradient, white, and a transparent dark gray - so you can find one that fits your design.
8. Publish Your Story: Once your link sticker is perfectly placed and styled, you can add any other elements you want (text, music, GIFs, etc.). When you're happy with it, tap "Your Story" in the bottom-left corner to publish it to your followers.

Beyond Just Pasting a URL: Best Practices for Driving Clicks

Simply adding a link isn't enough, you need to convince people to tap it. Treating the link sticker as a key part of your Story's design and message will dramatically improve your click-through rate. Here are a few proven strategies.

1. Use a Strong, Clear Call-to-Action (CTA)

The customizable text on the Link Sticker is your biggest asset. Don’t just leave it as the raw website URL. Think about what action you want your audience to take and tell them directly. A generic "yourwebsite.com" is far less compelling than a clear, action-oriented phrase.

Great CTA Examples:

• For E-commerce: "Tap to Shop," "Get 20% Off," "Shop the Collection"
• For Bloggers/Content Creators: "Read a New Post," "Watch the Full Video," "Grab the Recipe"
• For Services/Events: "Book Your Spot," "Learn More Here," "RSVP Now"

Keep your CTA short, direct, and benefit-driven. Tell them exactly what they'll get when they tap.

2. Make the Sticker Visually Obvious

People often view Stories quickly, tapping through them without paying close attention. Your beautiful, well-crafted link can get lost in the noise if it isn't easy to spot. You have to guide their eyes exactly where you want them to go.

• Draw Attention to It: Use Instagram's drawing tools to circle the sticker or draw arrows pointing to it manually. It might seem silly, but these visual cues work.
• Use Supporting GIFs: Search for GIFs like "Tap Here," "Click," or arrows in the sticker tray and place them near your link sticker to make it pop.
• Use Your Voice: If you're creating a video Story, verbally tell people what to do. Something as simple as, "...and you can find the link to sign up right here, just tap this sticker" can make all the difference.

3. Create Context and Hype

Dropping a random link into a Story without any context is like asking someone to walk through a door without knowing what's on the other side. You need to build a small narrative arc within your Stories to generate interest before you present the link.

Instead of just one Story slide, think in a sequence of three:

1. The Hook: Start with a question, a surprising stat, or a beautiful visual that grabs attention. For example, if you're linking to a travel blog, show a stunning shot of the destination.
2. The Buildup: In the next slide, add a little more detail. Share one key tip from the blog post, briefly showcase the product in action, or use the Poll sticker to ask a related question.
3. The Call-to-Action: Finally, in the third slide, present the link sticker. Now that your audience is invested and curious, they're much more likely to click. Pairing a CTA like "Read all 5 tips now" gives them a clear path forward.

This method warms up your audience so they're genuinely interested in what you have to share by the time you ask them to take action.

4. Keep Your Branding Consistent

Just like any other visual element, the link sticker contributes to your overall brand perception. Take a moment to make it feel intentional and integrated into your content.

• Color-Coordinate: Tap through the color options until you find one that complements your Story's background image or video. A sticker that clashes a lot might look distracting or unprofessional.
• Consistent Placement: If you often post links, try placing the sticker in a similar spot each time. Over time, your followers will subconsciously learn where to look for links in your content, making it easier for them to take action.

Alternatives if You Don't See the Link Sticker

While the Link Sticker should be available to virtually everyone, some accounts might experience glitches or may want other ways to direct traffic. Here are the go-to alternatives.

Use a "Link in Bio" Tool

The classic "link in bio" strategy is still highly effective. This involves placing a single URL in the bio section of your Instagram profile and then directing people there from your content (Posts, Reels, and Stories).

To make this even more powerful, use a free service like Linktree, Beacons, or Later's Linkin.bio. These tools create a simple mobile landing page where you can host multiple links. This way, one link in your bio can direct followers to your blog, your shop, your YouTube channel, and more.

Drive Traffic to Your DMs

Engaging your audience directly through DMs is a great way to build community and share a link. You can create a Story with a call-to-action like, "DM me the word ‘GUIDE’ and I’ll send you the link to download my free e-book!"

This approach feels more personal and also boosts your account's engagement signals with Instagram, which can help with your overall reach.

Quick Troubleshooting Tips

If you genuinely can't find the link sticker in your tray, try these simple fixes:

• Update Your App: The most common reason for missing features is an outdated version of the app. Go to the App Store or Google Play Store and check for an Instagram update.
• Log Out and Log Back In: Sometimes a simple "reboot" of your session can restore missing features.
• Switch to a Business or Creator Account: Personal accounts sometimes get new features last. Switching to a free Business or Creator account in your settings might do the trick, and it also gives you access to valuable analytics.

Final Thoughts

The move from the exclusive swipe-up link to the universal Link Sticker has opened up new ways for creators and businesses of all sizes to drive meaningful traffic from Instagram. By pairing this tool with a strong call-to-action and a good visual strategy, you can turn your Story viewers into website visitors, readers, and customers.

Of course, the first step is always creating compelling content consistently. When we built Postbase, our focus was on making a simple social media management tool made for modern video formats, like Stories and Reels. You can use our visual calendar to plan out your content and get a bird's-eye view of your strategy, so you can spend less time organizing and more time creating standout posts that get seen and get clicks.