How to create swipe-up Instagram Stories ads (link sticker)

Quick Answer

Instagram removed the legacy swipe-up gesture in 2021 and replaced it with the Link sticker. For ads, the CTA button under the Story (Learn More, Shop Now, Sign Up) acts as the swipe-up. To use an actual link sticker in an ad, publish an organic Story with the sticker first and then promote it via Ads Manager.

Step-by-Step Guide

1. Understand the shift from swipe-up to link sticker

The old swipe-up was only available to accounts with 10,000+ followers. Link stickers replaced it and are available to everyone — plus they work in ads.

2. Create an organic Story with a link sticker

Open the Instagram app, tap Your Story, upload a 9:16 image or video, tap the Sticker icon, pick Link, paste your URL, and add link text (under 30 characters).

3. Publish the Story

Post the Story. It must stay live (either as a current Story or Highlight) for you to promote it as an ad.

4. Create a campaign in Ads Manager

In adsmanager.facebook.com click Create. Pick Traffic or another relevant objective. Name the campaign.

5. Use existing post

At the ad level choose Use existing post and select Mobile app > Instagram account. Pick your Story from the list — it should show the link sticker intact.

6. Configure the ad set

Use Manual placements and include only Instagram Stories. Set your audience and budget.

7. Publish

Click Publish. Once live, viewers can tap the link sticker directly inside the Story ad. You will also get a CTA button at the bottom.

FAQs

Why do not I see the link sticker on new Stories ads? Because Ads Manager does not insert link stickers — you have to pick an existing Story that already has one.

Can I still use the CTA button without a sticker? Yes — every Story ad created in Ads Manager has a CTA button by default.

Do link stickers convert better than CTA buttons? Usually yes, because they look native and organic.

How long does a promoted Story ad run? As long as the campaign is active, even if the original organic Story expired.

Can I test different CTAs? Yes — create multiple Stories with different link sticker text and promote each one.

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