As a social media marketer, you know that Instagram Stories are a powerful tool for engaging your audience and driving meaningful actions. In fact, over 500 million accounts use Stories every day, and 58% of users say they‘ve become more interested in a brand or product after seeing it in Stories.
One of the most effective ways to capitalize on this engagement is by including links in your Stories. When used strategically, Story links enable you to seamlessly send viewers to your website, blog posts, product pages, or any other destination. This allows you to turn passive Story views into active clicks and conversions.
In this comprehensive guide, we‘ll walk you through everything you need to know about adding links to your Instagram Stories. From setting up Link Stickers to creative usage ideas and optimization tips, you‘ll learn how to master the art of the Story link. Let‘s dive in!
What are Instagram Story Link Stickers?
In 2021, Instagram retired the "Swipe Up" link feature and replaced it with Link Stickers. These clickable stickers can be added to any Story frame, allowing you to drive traffic to an external URL without users having to leave the Instagram app.
When a viewer taps on your Link Sticker, they will be redirected to your specified website in an in-app browser. This provides a more seamless user experience compared to the Swipe Up feature.
The Advantages of Link Stickers vs Swipe Up
While the Swipe Up feature was a staple for many marketers, Link Stickers offer several key advantages:
| Feature | Link Sticker | Swipe Up |
|---|---|---|
| Eligibility | Available to all professional and creator accounts | Only available to accounts with 10,000+ followers or verified status |
| Customization | Sticker text, color, and size can be customized | No customization options |
| Interactions | Viewers can still react and reply to Stories with Link Stickers | Interactions were blocked on Stories with Swipe Up |
| Analytics | Provides sticker taps metrics | Only showed total Story views |
With Link Stickers, any business or creator can now drive traffic from their Stories, regardless of audience size. The ability to customize the sticker design also allows for more eye-catching calls-to-action and consistent branding.
How to Add an Instagram Story Link in 3 Simple Steps
Ready to start adding links to your own Stories? Follow this quick tutorial to get up and running in no time.
Step 1: Create Your Story
Start by creating a new Story post. You can either capture a fresh photo or video or upload an existing piece of media from your camera roll.
Once your background is set, it‘s time to add your Link Sticker. Tap the sticker icon in the top navigation bar, then select the "Link" option.
Step 2: Input Your Link
In the URL field, type or paste the full website address you want to link to. Double check that your link is correct and includes the proper "http://" or "https://" prefix. When finished, tap "Done" in the top right corner.
Step 3: Customize Your Sticker
By default, your Link Sticker will display the full URL. However, you can tap on the sticker text to customize it. We recommend using a short, actionable phrase like "Shop Now," "Learn More," or "Sign Up" to clearly convey what will happen when the link is tapped. There is a maximum character count of 48.
Next, choose your sticker color. Instagram offers a few preset options, but you can also use the color picker tool to match your brand colors. Use the pinch motion to resize your sticker, and tap and hold to move it anywhere on your Story.
That‘s it! Finish designing the rest of your Story as desired, then tap the "Send to" button to publish. Once live, you can view your Link Sticker performance metrics, like taps and click-through rate, in your Instagram Insights.
Troubleshooting: Why Don‘t I Have the Link Sticker Option?
If you don‘t see the Link Sticker in your Stories sticker tray, there could be a few reasons:
- Your Instagram app is out of date. Check the App Store or Google Play store to ensure you have the latest version installed.
- Your account is brand new. Some business accounts may need to wait up to 30 days before Link Stickers are available. In the meantime, focus on posting high-quality content to establish credibility.
- Your account has violated Instagram Community Guidelines. If you‘ve shared content that goes against Instagram‘s policies, such as misinformation or hate speech, your account may be restricted from using certain features.
If none of the above apply and you still don‘t have access, you can contact Instagram Support for further assistance.
How to Create Custom Instagram Story Link Graphics
Want to level up your Story designs? While Instagram provides a few basic customization options for Link Stickers, you can also create completely custom link graphics. This allows you to incorporate unique fonts, branded colors, and even animations.
To make your own Link Sticker, follow these steps:
- Design your graphic in your preferred editing app, like Adobe Illustrator or Canva. Be sure to leave room for the Link Sticker underneath. Export your design as a PNG with a transparent background.
- In Instagram, create a new Story and add a white background.
- Add your custom link graphic PNG.
- Add a standard Link Sticker and place it below your graphic.
- If needed, use the eraser tool to remove any bits of the default Link Sticker peeking out from under your graphic.
When a user taps on your graphic, the Link Sticker will still be functional. This is a great hack for creating a truly on-brand Story experience!
10 Clever Ways to Use Story Links for Business
Now that you know the basics of adding links to your Stories, it‘s time for the most important part: deciding what to actually link to! Here are some top strategies to drive more engagement and conversions.
- 🛍️ Shop new product drops – Hype up your latest launch and boost sales by linking directly to your product page.
- 📖 Read blog posts – Tease excerpts from your new blog post, then direct viewers to read the full article.
- 🎥 Watch video content – Drive views to your latest YouTube video, Instagram Reel, or IGTV.
- 🤝 Visit a landing page – Send users to a dedicated campaign landing page to capture email sign-ups or registrations.
- 🎧 Listen to a podcast – Share audio snippets and link to your latest podcast episode.
- 📩 Join your email list – Promote a lead magnet or newsletter to grow your email subscriber base.
- 📅 RSVP to an event – Boost registrations for your upcoming webinar, workshop, or conference.
- ⬇️ Download a freebie – Offer a free template, guide, or resource in exchange for an email.
- 🎟️ Enter a contest – Run a giveaway or sweepstakes and link to the entry page.
- 👥 Connect on other platforms – Cross-promote your other social media channels or website.
The key is to choose a link destination that aligns with your broader marketing goals and provides value to your audience. Don‘t be afraid to experiment with different formats to see what resonates best.
Instagram Story Link Best Practices & Tips
To maximize the impact of your Story links, keep these expert tips in mind:
- Always include a strong call-to-action. Use action-oriented language to clearly tell users what you want them to do, like "Swipe up to shop" or "Tap to read more."
- Make sure your link destination is mobile-friendly. Since most Story views come from smartphones, check that your linked page is optimized for smaller screens.
- Keep an eye on your click-through rates. Use Instagram Insights to track how many users are clicking your links. If you notice a low CTR, try adjusting your sticker placement or CTA.
- Don‘t go overboard with Story links. Aim for a healthy balance of link-free and link-added Stories to avoid coming across as too salesy.
- Pin important Stories with links to your profile. Take advantage of the Story Highlights feature to give links a longer lifespan beyond the usual 24 hours.
- A/B test different link positions and sticker colors. Try placing your Link Sticker in different areas of your Story and using contrasting colors to see what drives the most taps.
- Create a "Link in Bio" Story. Some businesses have found success with a daily or weekly roundup Story that links to multiple pages at once via a third-party bio link tool.
Remember, the best practices for your brand may vary depending on your unique audience and goals. Use these tips as a starting point, but don‘t be afraid to test and iterate to find what works for you.
Measuring the Success of Your Instagram Story Links
To get the most out of your Story link strategy, it‘s important to consistently track and analyze your performance metrics. The two main KPIs (key performance indicators) to monitor are:
-
Sticker Taps: This is the number of times a user tapped on your Link Sticker. A high number of taps indicates that your Story creative and CTA are effectively grabbing attention. However, taps alone don‘t tell the full story.
-
Traffic: Using Google Analytics or your preferred website tracking platform, you can see how many users actually clicked through to your link destination and engaged with your content there. Look at metrics like bounce rate, time on page, and conversions to gauge the quality of your Story referral traffic.
For example, let‘s say your Story gets 5,000 total views and 500 Link Sticker taps – that‘s a healthy 10% tap-through rate. But if Google Analytics shows that only 50 of those users actually clicked through and stayed on your website, you know there‘s a disconnect between your Story content and link destination. In this case, you may need to adjust your Story design or ensure your linked page delivers on what was promised.
By tracking both taps and traffic over time, you can start to understand what type of Story links resonate best with your audience. Do they prefer blog posts or product pages? Are they more likely to convert on a workshop sign-up or downloadable guide? Use these insights to optimize your future Story content and link choices.
Predicting the Future of Instagram Story Links
As Instagram continues to evolve, it‘s likely that Story links will become even more prominent and interactive. Here are some potential advancements we may see in the coming years:
- Expansion of link types, such as the ability to link to other Instagram content like Reels or Guides
- "Affiliated" Story links and shoppable stickers for creator monetization
- Integrations with e-commerce platforms for more seamless in-app purchases
- Interactive Story links, like tappable buttons or embedded sign-up forms
- Personalization and targeting options for Story link audiences
As a marketer, it‘s important to stay on top of the latest Instagram features and adapt your strategy accordingly. By being an early adopter of Story link innovations, you can gain a competitive edge and provide a better experience for your followers.
Conclusion: Harness the Power of Instagram Story Links
As you can see, Instagram Story links are a highly effective tool for driving more engagement and conversions for your brand. By optimizing your Link Stickers and choosing strategic destinations, you can turn casual Story viewers into loyal customers and subscribers.
To recap, here are the key steps for adding links to your Instagram Stories:
- Ensure your account has access to the Link Sticker feature
- Choose a relevant, valuable link destination
- Design an eye-catching Story with a clear call-to-action
- Customize your sticker text, color, and placement
- Publish and track your performance metrics
- Analyze and adjust your strategy based on your goals
Whether you‘re an e-commerce brand looking to boost sales, a blogger wanting to increase website traffic, or a coach seeking to fill a program, Story links are a versatile tool that can help you achieve your objectives.
So what are you waiting for? Get out there and start experimenting with Instagram Story links today. With a little creativity and strategic thinking, you can take your Instagram presence to new heights.
