A link shortener (also called a URL shortener) is a tool that converts long, complex web addresses into short, easy-to-share links. These shortened URLs are cleaner, fit within character-limited posts, and are less intimidating for users to click.
Beyond convenience, many link shorteners provide analytics, branding options, and link management features—making them especially valuable for the purposes of marketing. When someone clicks a shortened link, they’re redirected seamlessly to the original destination.
Why Link Shorteners Matter
- Improved shareability: Long URLs can break or look messy. Short links are clean and professional.
- Analytics: See how many clicks a link gets, where they come from, and what devices are used.
- Brand trust: Custom branded links look more credible and boost click-through rates.
- Flexibility: Short links can be updated to redirect traffic without changing the shared URL.
- User experience: Easier to read, remember, and share both online and offline.
Popular Link Shortener Tools
- Bitly (bitly.com): Advanced analytics, branded links, and integrations.
- TinyURL (tinyurl.com): Quick, no-frills shortening without an account.
- Rebrandly (rebrandly.com): Heavy focus on custom branded domains.
- BL.INK (bl.ink): Enterprise-focused, with deep analytics and retargeting features.
- Short.io (short.io): A variety of features free for up to 5 domains.
How Link Shorteners Support Audience Growth
- Optimize campaigns: Analytics show which links, platforms, or messages perform best.
- Boost engagement: Branded links encourage more clicks and shares.
- Enable testing: Run A/B tests by using unique short links for different campaigns.
- Personalize outreach: Geographic and device-level data helps refine targeting.
- Integrate with workflows: Many tools connect with automation platforms and CRMs for seamless follow-up.
Key Takeaways
- Link shorteners (also called URL shorteners) make links more professional, shareable, and trustworthy.
- Analytics and branded links provide insights that strengthen marketing strategy.
- Choosing the right shortener depends on your needs—basic use, branding, or advanced analytics.
- Integrated tools streamline campaign management and audience growth.
- Security and central link management protect your brand and ensure reliability.
Although Postful doesn’t yet include a native link shortener, you can simply copy-and-paste shortened links from your preferred service into Postful and track through those services. To request this feature, please reach out: support@postful.ai.
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