In 2021, a feature enabling users to direct followers to external websites underwent a functional and visual modification on the Instagram platform. Previously, accounts meeting specific follower count or verification criteria could utilize a “swipe up” gesture within their Stories to guide viewers to a designated URL. This mechanism was subsequently superseded by an interactive element presented as a customizable object layered onto the Story content.
This alteration offered enhanced flexibility and engagement possibilities for content creators and businesses. The replacement provided a more native and integrated user experience, moving away from a relatively passive gesture to a more active form of interaction. It also expanded access to a broader range of users, potentially democratizing the ability to drive off-platform traffic from Instagram Stories. The change reflected a broader shift towards interactive elements within the platform’s ecosystem.
