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Instagram will remove the swipe-up functionality for stories and replace it with a link sticker. The Instagram Stories link sticker was released on August 30th and is now available to all accounts.

Who could already use a swipe-up before?

Links on Instagram are such a topic. Instagram accounts that previously did not meet the requirements for setting links were only able to generate traffic on Instagram through ads. This is going to change. Instagram had already tested a link sticker that all accounts could use to add an external link to their stories.
This link sticker will come now, and the swipe up will disappear for it. It has been clear for a few days whether all Instagram accounts will get the sticker, and the answer is "YES." Initially, only the Instagram profiles could have the link sticker, which could also integrate a swipe-up into their stories.
Story stickers instead of swipe up for Instagram Stories

The swipe-up function for Instagram Stories can do more than just link to external websites. Nevertheless, this is by far the most frequently used variant.
The link sticker is a new version for linking web pages in stories. According to Instagram, the sticker also fits user behavior better than the variant with the swipe-up. In addition, other interaction options such as reactions and Instagram direct messages remain.

I'm not so sure about that. Although stickers are used extensively, there is also a large selection of stickers. If a swipe-up is integrated, users are aware that they are being taken to an external page outside of Instagram.
For Instagram, one advantage of using a sticker is that people can react to a story. For example, with a reaction. However, this is not possible with a story with a swipe-up. So it's not just about an improved option to place links; it's also about interactions and reactions on Instagram Stories.

The sticker for the links must therefore be visually distinct from the other stickers. Instagram implements this by giving the sticker the same icon that stands for branded content markings within stories. Is that clear now?
In the first test, Instagram took a close look at how links are used. Which pages are linked? How is the sticker interacted with, and how many spam sites are linked? Spam will be unavoidable if all accounts can use the link sticker. That is clear. This was probably also the reason why not all accounts will have the feature, at least when the link sticker is launched.

Still, the solution would be welcome. Or much more the approach that all accounts can set links in stories. Until now, only accounts with more than 10,000 followers and verified accounts could do this; this has now changed.
External links for 24 hours
We will probably no longer see links for feed posts on Instagram unless it's an Instagram ad.

With the link sticker for stories, links would be possible for 24 hours. Since you can hardly promote stories that contain a sticker, I assume that this will be the same for the link sticker. In other words, the stories cannot be advertised.
It is not yet clear whether the link will remain active when the story is saved as a highlight. But it should be possible since it's the same story.

Who benefits from the Instagram Stories link sticker?
For the time being, those Instagram accounts that have so far met the requirements for the swipe-up function will benefit. The test is entering the second round, so to speak, and this is where it should be decided whether all accounts can then access the new sticker for links.

Smaller companies and small Instagram creators would benefit. This has a major impact, especially on the creators. Previously, if a company wanted creators to place links in their stories, they had to use creators with at least 10,000 followers. That would then have been done, and so-called micro-influencers could now also set links.

This is mutually beneficial and, in my opinion, long overdue. Unfortunately, it will take some time. Let's keep our fingers crossed that further testing goes well and that Instagram decides to roll out the new link sticker for Instagram Stories to all accounts.

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