Swipe-Up: The Legacy Instagram Stories Link Feature

Instagram’s Swipe-Up was a simple, powerful tool that let eligible accounts drive traffic directly from Stories to any external URL. Users tapped or swiped up on a Story to open a link – no bio redirects required.

What Was Swipe-Up?

Swipe-Up was introduced in 2017 to give businesses, influencers, and creators a native way to share articles, product pages, videos, or sign-up forms. Rather than saying “link in bio,” your audience could literally swipe up to go straight to your content.

Key points:

- Available to accounts with 10,000+ followers or verified status

- Displayed as a “See More” or arrow icon at the bottom of a Story

- One tap or swipe launched the linked web page in Instagram’s built-in browser

How Brands and Influencers Used It

Swipe-Up became a staple in influencer marketing and social media campaigns. Here are a few common use cases:

1. Product Launches: A brand teased a new sneaker drop in Stories, added a Swipe-Up link to the product page, and saw a spike in day-one sales.

2. Affiliate Partnerships: Influencers shared outfit picks with personalized affiliate links via Swipe-Up, earning commissions on every click-through purchase.

3. Lead Generation: Coaches or SaaS startups offered a free ebook or webinar signup form, using Swipe-Up to boost conversions without extra friction.

These examples highlight why the feature mattered:

- Instant access. No searching or extra taps.

- Higher engagement. Interactive Stories held attention better than static posts.

- Measurable results. Click metrics tied directly to campaign performance.

Why Swipe-Up Mattered

For brands and creators, Swipe-Up turned Stories into a direct sales and traffic channel:

- Simplified user journey: One gesture led audiences where you wanted them to go.

- Better storytelling: You could build anticipation in multiple Story slides before dropping the link.

- Increased ROI: Trackable clicks and conversions proved tangible value for marketing spend.

Common Misconceptions and Variations

- "Only mega-influencers can use link tools": While Swipe-Up required 10K followers, Instagram later replaced it with Link Stickers for all accounts.

- "Swipe-Up is still live": Instagram officially retired Swipe-Up in August 2021; now everyone uses Link Stickers, which offer more placement flexibility.

- "It hurt Story views": In reality, adding a link often boosted engagement and time spent on Stories.

Practical Tips for Today’s Marketers

Even though Swipe-Up is gone, its lessons still apply with Link Stickers:

- Lead with value: Tease what people will get by tapping your link.

- Design for action: Use clear arrows, concise CTAs, and contrasting colors to highlight your sticker.

- Test and learn: Track sticker clicks, A/B test different CTAs, and refine your messaging.

- Keep context short: People swipe quickly. Share one strong message per slide.

Swipe-Up taught us the power of seamless links in Stories. Now, with Link Stickers open to everyone, you can harness the same direct-to-web benefits—no swipe required.