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Instagram Stories 'Swipe up' replaced by sticker on Aug. 30, 2021

neon sign with text 'exit'

Swipe up is replaced by a new sticker 

For years, the beloved "Swipe up" functionality has been a perfect opportunity for Instagrammers to redirect their followers to external URLs. For example, to an online store or an action page. This functionality was always only available to the larger Instagram accounts with at least 10,000 followers or the verified accounts with a blue checkmark. Instagram will remove this functionality, where users could share external urls with their followers, on Aug. 30. In its place will be a new link "sticker," in the form we already know as polls, captions, and questions, among others. 

Successful tests for new URL sticker

Instagram started testing these new stickers last June (2021). Several Instagram users were already able to use and test the new sticker variant regardless of their number of followers or verification status. The rollout of this new sticker - intended for sharing external urls - will be available starting August 30 for the larger and verified accounts that were previously also eligible for the Swipe up feature.  

Different stickers for different functionalities

Explaining the change, Head of Product of Instagram Vishal Shah explained that these new stickers would better fit the way stories are used by Instagram users. As we know, there are already several features within Instagram that can be added to stories as stickers: for donations, music, and with hashtags. And so now URLs are being added.

More control for higher conversion and better promotion

This new link sticker will also be able to be personalized in the same way as the other stickers. Instagram creators will have control over the color, positioning and text of the new sticker. As a result, you can now place the URL sticker anywhere in your story, which in turn maximizes engagement opportunities! This sticker will have another additional engagement functionality that the Swipe up did not have, namely users can also leave a comment or respond to the post. This was previously not possible with the Swipe up feature. 

With the more flexible way Instagrammers can now start placing URL stickers on their stories, and no longer relying on the default position of the Swipe up feature, we expect a much more approachable possibility of promotion. This will make promotions appear more pleasant and less commercial to followers. And chances are that this very thing will contribute to higher conversions. But: time will tell.