How to Add a Swipe-Up Link on an Instagram Story

Trying to drive traffic from your Instagram Stories feels like a golden opportunity, yet so many people miss out by not using a clickable link. For years, the coveted swipe-up link was reserved for an exclusive club of verified accounts or those with over 10,000 followers. Now, the game has completely changed. This guide will walk you through exactly how to add a link to your Instagram Story using the newer, more accessible link sticker, what to do to make people actually tap on it, and creative strategies to turn your Story views into website clicks.

Goodbye 'Swipe-Up,' Hello Link Sticker! Here’s What Changed

In late 2021, Instagram retired the classic "swipe-up" feature and replaced it with something far better: the Link Sticker. While the goal is the same - to direct your audience off the app to an external webpage - this change was a HUGE win for creators and small businesses. Why? Because Instagram made it available to everyone.

Previously, unless you met the strict follower or verification criteria, your only option for sharing a link was the single, precious spot in your bio. You had to constantly tell people to "tap the link in bio," an extra step that caused many potential visitors to drop off. Now, anyone can add a direct link to any Story, anytime. A swipe was replaced by a tap, and an exclusive feature became a foundational tool for every user on the platform.

The Link Sticker offers a few advantages over the old system:

• Creative Freedom: Unlike the static "See More" text at the bottom of the screen, you can change the sticker's size, color, and placement, integrating it more naturally into your Story's design.
• Increased Visibility: You can place the sticker front-and-center, using other elements like text, GIFs, or arrows to draw attention right to it. It’s no longer confined to the bottom of the screen.
• Clearer Calls-to-Action (CTAs): You can customize the sticker's text to tell people exactly what you want them to do or what they'll get by tapping, which is significantly more effective than the generic "See More" message.

How to Add a Link to Your Instagram Story: A Step-by-Step Guide

Adding a link is simple, but getting it right involves a few small details that make a big difference. Follow these steps to get your link live in seconds.

Step 1: Create Your Story

Start by opening the Instagram app and swiping right or tapping your profile picture with the plus icon to open the Story camera. Either capture a new photo or video, or swipe up to select existing content from your camera roll. This will be the visual background for your link.

Step 2: Access the Sticker Tray

Once your photo or video is on the screen, look at the top navigation icons. You’ll see icons for text (Aa), music, and more. Tap on the Sticker icon (it looks like a square smiley face).

Step 3: Select the "Link" Sticker

In the sticker tray, you'll see a variety of options like Location, Mention, Poll, and Quiz. Find the one labeled “Link” and tap on it. If you don’t see it right away, you can use the search bar at the top to find it.

Step 4: Add and Customize Your URL

This is where the magic happens. A new screen will appear with two fields:

• URL: This is where you’ll paste the link you want to share. Make sure it's the full link (e.g., https://www.yourwebsite.com/blog-post).
• Sticker text: This field is optional but highly recommended. By default, the sticker will just display the website domain (e.g., "yourwebsite.com"). Custom text is your chance to write a compelling call-to-action. (More on this below!)

Once you’ve pasted your URL and added your custom text, tap "Done" in the top right corner.

Step 5: Place and Resize the Sticker

Your newly created link sticker will appear on your Story content. You can now:

• Move it: Tap and drag the sticker to position it anywhere on the screen.
• Resize it: Use two fingers to pinch and zoom, making the sticker larger or smaller.
• Change its color: Simply tap the sticker to cycle through different color variations to match your branding or the content of your Story.

Step 6: Publish Your Story

Add any other text, GIFs, or effects you want to include, and then post it to your Story by tapping "Your Story" in the bottom left corner. That's it! Your followers can now tap the sticker to visit your website.

Best Practices: How to Get More People to Tap Your Link

Just adding a link isn't enough, you need to motivate your audience to take action. Moving from a passive viewer to an active visitor requires some strategy. Here are a few essential tips to boost your click-through rate.

1. Always Customize the Sticker Text

Never leave the sticker text as the default domain name. Your followers need a reason to tap, and that reason should be clear and enticing. Your custom text is your Call-to-Action (CTA). Instead of displaying "my-amazing-blog.com," try one of these:

• "Read the Article Here"
• "Shop the Look"
• "Get Your Free Guide"
• "Listen to the Episode Now"
• "RSVP to the Event"
• "Let's Do This!"

Think about the action you want the user to take and phrase your sticker text around that specific outcome.

2. Tease the Value Before You Drop the Link

Don't expect people to click on a link dropped cold. Warm your audience up first by dedicating a few Story frames to building context and curiosity.

• Frame 1: Present a problem or ask a question. (e.g., "Tired of your houseplants dying?")
• Frame 2: Show a glimpse of the solution. (e.g., A video of your thriving plants, with text as a teaser: "I cracked the code with 3 simple tips...")
• Frame 3: Drop the link! (e.g., "My complete guide to happy houseplants is live! Tap here to read it.")

This narrative approach gives people a reason to care about what's behind the link.

3. Use Visual Cues to Draw Attention

Your follower’s thumb is flying through Stories at top speed. Make your link sticker impossible to miss. Use Instagram's built-in features to point directly to it:

• Add GIFs: Search for "tap here," "link in story," or "new post" in the GIF search to find animated pointers.
• Use Emojis: Hand-pointing emojis (👉👇) are simple but effective.
• Draw Arrows: Use the drawing tool to circle your sticker or draw custom arrows pointing to it.

You’re not being annoying, you're being helpful by making the tappable element stand out as they speed-scroll through their feed.

4. Track What's Working with Trackable Links

How do you know if your efforts are paying off? Don't just paste your raw link into the sticker. Use a URL shortener like Bitly to create a custom, trackable link. This allows you to see exactly how many people clicked it from your Story.

For more advanced analytics, use UTM parameters. These are small snippets of text you add to the end of a URL to tell your analytics platform (like Google Analytics) exactly where that particular visitor came from. A basic UTM link might look like this:

yourwebsite.com/product?utm_source=instagram&utm_medium=story&utm_campaign=summer_sale

This tells you the click came from an Instagram Story as part of your "summer sale" campaign, helping you measure the true ROI of your social media efforts.

Creative Ideas for Promoting Your Links in Stories

What should you be linking to? Anything that provides value and supports your business goals. Here are a few ideas for any brand or creator:

For Bloggers and Content Creators:

Tease your latest blog post or YouTube video. Post a compelling quote from the article or a 15-second "trailer" of your video. Then use a clear CTA like "Watch the Full Video" or "Finish the Article."

For E-commerce Brands:

Showcase a product from multiple angles or in a behind-the-scenes video. You could use a poll sticker ("Love this new color?") and follow up with a link sticker that reads "Shop This Now" that goes directly to the product page, eliminating friction for the buyer.

For Service Providers and Coaches:

Share a client success story or a powerful testimonial screenshot. Then, link to your booking or services page with a CTA like "Book a Free Discovery Call" or "Learn How We Can Help."

For Course Creators and Educators:

Offer a freebie like a checklist, template, or mini-guide. Use a CTA like "Get My Free Planner" to direct users to an email sign-up page. This allows you to build your email list while providing immediate value.

The common thread is always value. Don’t just ask for a click, show people what incredible thing is waiting for them on the other side.

Final Thoughts

The replacement of the exclusive "swipe-up" with the democratic Link Sticker was a game-changer for Instagram marketing. Now every brand, creator, and business can directly drive traffic from their most engaging content, turning passive viewers into active community members, readers, and customers. By pairing this powerful tool with a clear call-to-action and a value-driven approach, you can transform your Stories from simple updates into a consistent source of website traffic.

At Postbase, we know that great social media isn't about guesswork, it's about having a strategy. Planning your content visually helps you see the bigger picture and find the perfect moments to drop important links. Using our calendar, you can map out when you plan to share blog posts, promote products, or launch a new video, ensuring each Story link is part of a deliberate and effective campaign, not just a random post. Seeing it all in one place helps you coordinate all your content moves seamlessly. If you're looking for a simple, modern way to manage your content strategy, give Postbase a try.