Instagram Links in 2025: From Swipe-Up to Strategic Storytelling
Updated: 09/09/2025
For years, the swipe-up feature on Instagram was seen as the holy grail of social media marketing. It allowed brands and influencers with more than 10,000 followers to link directly from their Stories to external websites. That little upward arrow became shorthand for access - whether to shop a product, read a blog, or sign up for an event. But in 2025, the swipe-up has long since been retired. In its place, we now have the Link Sticker, a tool available to everyone, regardless of follower count.
At first glance, the change seemed like a minor design update. In reality, it reshaped how brands approach social media. With swipe-up gone, the quick fix of driving traffic with a single gesture is no longer a differentiator. The Link Sticker is more democratic, but also more demanding. Success no longer depends on follower count or blue-tick verification - it depends on whether you have a strategy that makes people care enough to click.
Why the Swipe-Up Disappeared and What Came After
Instagram retired the swipe-up in 2021, moving towards a sticker-based format that fits more naturally into the creative language of Stories. Stickers can be repositioned, resized, and styled, giving marketers more control over how links appear. They also re-opened engagement: unlike swipe-up Stories, which blocked replies and reactions, Stories with Link Stickers allow followers to interact as normal.
The new system is more flexible and more inclusive. A small equestrian business, a young rider building their personal brand, or a global lifestyle company all have the same ability to add a link. But that means competition is fiercer. When everyone can link, the challenge isn’t how to add a link - it’s how to make it matter.
The Shift from Tactics to Strategy
This is where marketers often fall into a trap. They treat the Link Sticker as the end goal—slap on a URL, publish the Story, and wait for the clicks. But here’s the reality: Creativity without a strategy is just decoration. A link, no matter how easy it is to add, won’t drive results if it isn’t supported by a broader vision of who you are, what you stand for, and why your audience should engage.
Social media in 2025 is saturated with creative output. Stunning photography, slick video editing, bold fonts, and animations are everywhere. But audiences have become savvy, and algorithms favour meaningful engagement over surface-level polish. This means your link is only as strong as the story you tell around it. Why should someone pause their scroll to tap your sticker? Does it offer value, solve a problem, or spark curiosity? Without a clear purpose, it disappears into the noise.
Stories as Part of a Bigger Ecosystem
In 2020, Stories could feel like standalone pieces of content. You’d post something eye-catching, drop a swipe-up, and call it a day. In 2025, Stories are expected to integrate into a larger content ecosystem. That might mean tying them into your Reels strategy, ensuring consistency with your feed posts, or extending the life of important Stories by saving them into Highlights.
For equestrian brands, this is particularly powerful. Imagine building anticipation for a competition by posting behind-the-scenes Stories with a link to your website’s rider profiles. Or showcasing new products with Stories that feed into a Reel campaign, where the Link Sticker directs viewers to shop the full collection. The link becomes a bridge, not an endpoint, part of a connected experience that strengthens your brand identity.
Linking Stories to Analytics and ROI
To truly make Stories part of a bigger ecosystem, the links you add need to be tied into measurable outcomes. Instagram Insights give a snapshot of how many people tapped your sticker, but they don’t show the full picture. By adding UTM codes or directing traffic to campaign-specific landing pages, you can connect Story engagement to Google Analytics or CRM data and see what happens after the click. Did users browse your products, sign up for your newsletter, or leave after a few seconds? These insights reveal whether your Story links are aligned with audience expectations. Over time, analysing performance allows you to refine your content and calls-to-action, creating Stories that not only look engaging but also deliver tangible ROI. For equestrian businesses and athletes, this is especially valuable when working with sponsors, as you can demonstrate exactly how Story campaigns contributed to awareness, engagement, and conversion.
Why a Link Alone Won’t Drive Sales
It’s tempting to think of the Link Sticker as a direct sales tool. In some cases, it can be. But even if your goal is conversion, success still depends on nurturing the customer journey. A Story with a sticker works best when supported by:
A consistent posting schedule that builds trust.
Engaging CTAs that make the audience want to act.
Cross-platform reinforcement, such as newsletters or TikTok campaigns that drive followers back to Instagram.
Community-focused messaging that emphasises values, not just products.
Without this, the link feels isolated and is just another URL in a sea of content. In contrast, when a link appears as the natural next step in a story, it feels seamless. You’re not pushing your audience to click; You are guiding them towards something they already want. And this is where the earlier quote comes back into focus: creative without strategy is decoration. In practice, that means every decision—colour schemes, placement of stickers, style of text—should align with a larger plan. A luxury equestrian brand might use minimalist Story designs and subtle Link Stickers to reflect elegance. A grassroots rider building sponsorship appeal might embrace bold colours and animated arrows to match their personality. Both can succeed, but only if the creative choices reinforce their positioning.
The strategic layer also extends to analytics. Instagram Insights, UTM tracking, and third-party analytics tools provide detailed data on how audiences interact with your links. Instead of measuring success purely by clicks, consider how each link contributes to a broader funnel: awareness, engagement, and ultimately conversion. If people click but don’t stay, what does that tell you about alignment between your Story and your landing page?
The Bottom Line
The end of swipe-up didn’t signal the end of link-driven marketing on Instagram. It forced brands to be smarter. The Link Sticker is a more flexible and accessible tool, but accessibility means the playing field is levelled. Standing out now depends less on unlocking a feature and more on unlocking a strategy.
For equestrian businesses, event organisers, and riders building their profile, this is an opportunity. It’s no longer about having 10,000 followers to earn a swipe-up; it’s about building trust, delivering value, and weaving links into a narrative that resonates. When done well, a single Story with a thoughtful Link Sticker can create a ripple effect across your entire brand ecosystem.
In 2025, links on Instagram are no longer about swiping up—they’re about thinking deeper. They’re about recognising that every piece of content contributes to the story you’re telling and the relationship you’re building with your audience. If you approach links with intention, your Stories become more than just decoration. They become strategy in action.
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