What Is Swipe-Up Link?
A swipe-up link (now replaced by the Link Sticker on Instagram) allows creators to add clickable URLs to ephemeral content like Instagram Stories, driving direct traffic to brand landing pages.
Instagram replaced the swipe-up feature with Link Stickers in 2021, making link access available to all accounts regardless of follower count. Link Stickers see 1–5% tap-through rates on average. Brands value Story links because they create a direct path to purchase. Multiple Stories in sequence with a link on the final slide typically outperform single-Story link drops.
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