Instagram Swipe Up Replaced by Link Sticker in 2021 Guide
Learn how Instagram replaced Swipe Up with Link Stickers, the benefits, strategies, and tips to boost Story engagement and link clicks.
A Complete Guide: Instagram Swipe Up Feature Replaced by Link Sticker in 2021
In August 2021, the Instagram Swipe Up feature replaced by Link Sticker marked a pivotal change in how creators, influencers, and brands direct traffic from Instagram Stories. For years, the swipe-up gesture was a coveted tool for driving external traffic. The transition to the Instagram Link Sticker promised more interactivity, creative freedom, and broader access.
This guide covers its history, changes, benefits, and practical strategies to optimize your Stories after this shift.
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Recap: The Instagram Swipe Up Feature
The Swipe Up feature enabled eligible accounts to embed a direct link in their Story. Users could simply swipe up to open the link without leaving Instagram.
Eligibility:
- Verified accounts or those with at least 10,000 followers.
Use cases:
- Linking to blog posts, product pages, event registrations, YouTube videos.
Drawbacks:
- Limited creativity in link placement.
- Stories with swipe ups blocked direct interactions like emoji reactions or replies.
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The 2021 Replacement Announcement
In August 2021, Instagram announced the retirement of the swipe-up gesture worldwide. By late August, all approved accounts had transitioned to Link Stickers.
Key Points from the Update:
- Links now appear as tappable stickers.
- Creators have control over sticker placement and size.
- Feature applied globally to eligible accounts.
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How the New Link Sticker Works
The Link Sticker offers far more flexibility than swipe up:
- Moveable: Position anywhere within your Story image/video.
- Resizable: Scale up or down for visibility.
- Customizable text: Rename sticker text to clarify its purpose.
- Tappable: Users tap to open the linked URL.
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Eligibility Requirements for Adding a Link Sticker
Initially, requirements matched those of swipe up:
- 10,000 followers or verified status.
Later in 2021, Instagram expanded Link Sticker access to all accounts in good standing, democratizing link sharing across the platform.
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Step-by-Step: Adding a Link Sticker to Your Story
- Create or upload your Story content.
- Tap the Sticker icon at the top of the composer.
- Select the Link sticker.
- Insert your destination URL.
- Tap Done.
- Place the sticker strategically.
- Publish your Story.
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Design & Placement Tips to Maximize Tap-Through Rate
- High contrast: Overlay on a solid background.
- CTA text: Add prompts like “Tap Here” or arrows to guide focus.
- Balanced size: Ensure visibility without overpowering the Story.
- Movement: Pair with animations or GIFs to attract attention.
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Pros of the Link Sticker Over Swipe Up
- Engagement preserved: Users can reply and react.
- Custom branding: Personalized sticker text.
- Freedom of placement: Align with creative layout.
- Accessibility: Eventually rolled out to all users.
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Cons or Limitations Compared to Swipe Up
- Followers had to adjust from swiping to tapping.
- Poor placement can reduce visibility.
- Lacks the novelty of the original swipe gesture.
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Impact on Influencers, Brands, and Small Businesses
This change opened link sharing to smaller creators and entrepreneurs, breaking the 10k-follower barrier. It also encouraged more creative, interactive Story formats — but required audience education.
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Strategies to Adapt Marketing with the Link Sticker
- Educate: Overlay text like “Tap the sticker” to drive clicks.
- Narrative integration: Place links naturally within a Story’s flow.
- Experiment: Test various styles, locations, and CTAs for performance.
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Examples of Creative Campaigns
- Influencers doodling around stickers to spark clicks.
- Brands using quizzes/puzzles with answers accessible via sticker.
- Nonprofits featuring urgent CTA designs linking to donation pages.
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Predictions for Future Instagram Story Link Tools
- Animated stickers to further boost tap-through rates.
- Multi-link stickers for diverse destinations.
- Built-in sticker analytics for precise tracking.
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Summary: Swipe Up vs Link Sticker
| Feature | Swipe Up | Link Sticker |
|---|---|---|
| Eligibility | 10k+ followers or verified | Initially same, later open to all |
| User Interaction | No replies/reactions | Replies/reactions enabled |
| Customization | Minimal | Custom text, placement |
| Placement Flexibility | Fixed at bottom | Anywhere in Story |
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Final Thoughts
The Instagram Swipe Up feature replaced by Link Sticker provided a more versatile, interactive, and inclusive way to drive traffic from Stories. For creators of all sizes, mastering Link Sticker placement and call-to-action techniques can significantly influence engagement and conversions.
Ready to boost your Story performance? Start experimenting with compelling designs and strategic Link Sticker use today.
