The basic method: swipe up or use the link sticker

To add a link to an Instagram story, you need either a business account with at least 10,000 followers, or a creator account with access to the link sticker feature. If you have either of those, you can add a link in two ways: the swipe-up gesture (if you have 10,000+ followers) or the link sticker (available to most business and creator accounts regardless of follower count).

The swipe-up method works only on the Instagram app. Open the story you want to link from, tap the chain link icon at the top of the screen, paste or type the URL you want to send people to, and tap "Done". When someone views your story, they'll see "Swipe Up" text at the bottom — swiping up takes them to that link.

The link sticker method is more flexible. After you've created your story (photo, video, or text), tap the sticker icon (it looks like a smiley face in a square), scroll to find the link sticker, tap it, enter your URL, and position the sticker wherever you want on the story. People tap the sticker itself to open the link, rather than swiping.

Key Takeaways

  • You need a business or creator account to add links; personal accounts cannot link from stories.
  • The swipe-up feature requires 10,000 followers, but the link sticker works for most business and creator accounts with fewer followers.
  • Links must be full URLs starting with http:// or https://, not shortened links or social media handles.
  • You can add multiple links to a single story by using multiple link stickers, but only one swipe-up link per story.

What account type you need

Personal Instagram accounts cannot add links to stories at all. You must switch to either a business account or a creator account. To switch, go to Settings, tap Account, select Account Type, and choose either Business or Creator. Instagram will ask you to add a category and contact information if you choose Business.

Once you have a business or creator account, the link sticker becomes available to most users immediately. The swipe-up feature requires 10,000 followers and is only available on business accounts — creator accounts do not get swipe-up, only the link sticker. If you have fewer than 10,000 followers but a business account, you can still use the link sticker.

The URLs that actually work

Instagram requires full URLs, which means they must start with http:// or https://. A link to your website should look like https://www.yourwebsite.com, not yourwebsite.com. Links to other Instagram accounts must be the full profile URL (https://instagram.com/username), not just @username.

Shortened links from services like Bit.ly or TinyURL work fine. If you're linking to a specific post or product, use the full link from your browser's address bar rather than copying from the share button, because Instagram sometimes has trouble recognizing shortened or reformatted versions.

Adding multiple links in one story

If you want to send people to different places from the same story, use multiple link stickers instead of the swipe-up feature. Create your story, tap the sticker icon, add a link sticker, position it, then tap the sticker icon again and add another link sticker. You can place them in different parts of the story so people know which link goes where.

The swipe-up method only allows one link per story, so if you need multiple destinations, the link sticker approach is your only option. You can also use link stickers on top of text or images to make them look like buttons.

Troubleshooting links that won't work

If the link sticker or swipe-up option doesn't appear, check that you're using the Instagram app (not the web version), that your account is set to business or creator type, and that you're not using a personal account. Wait a few hours after switching account types — Instagram sometimes takes time to activate the feature.

If a link you've added doesn't work when someone taps it, the URL itself may be broken or the website may be down. Test the link in your phone's browser before adding it to a story. If the link works in your browser but not in the story, try removing the link sticker and adding it again with the full URL copied directly from your browser's address bar.

Why some links don't show up in stories

Instagram blocks links to certain types of content, including sites that violate its community guidelines, pages with malware, and some adult content. If you're trying to link to a legitimate website and it won't work, the site may have been flagged by Instagram's security system. You can report this to Instagram through the app's help center if you believe the block is a mistake.

Links to external websites work reliably, but links to other Instagram accounts sometimes fail if the account is private or has been flagged. If you're linking to another account, make sure it's public and in good standing with Instagram's rules.

Frequently Asked Questions

Can I add a link to a story if I have fewer than 10,000 followers?

Yes, if you use the link sticker instead of swipe-up. The link sticker works on most business and creator accounts regardless of follower count. Only the swipe-up feature requires 10,000 followers.

What happens if someone clicks a link in my story?

They leave Instagram and open the URL in their phone's web browser. If you link to a website, they see that website. If you link to another Instagram profile, Instagram opens that profile in the app instead of the browser.

Can I see how many people clicked my story link?

Yes, on business and creator accounts. Go to your story after it's posted, swipe up, and tap "Insights" to see how many people tapped the link. This data is only available while the story is still live (within 24 hours).

Do I need to use a link shortener?

No. Full URLs work fine, and shorteners are optional. Use a shortener only if you want to track clicks separately or if the full URL is very long and hard to read in the story preview.

Can I change a link after I've posted the story?

No. Once a story is live, you cannot edit the link. You have to delete the story and create a new one with the correct link.