If you're sharing a link on Twitter, you're limited to 140 characters. Any URL you share can quickly eat up those characters and limit your actual message. (Hint: You don't just want to post a link; you need to tell people what they can expect when they click.)
Every time your link is visible, the longer it is, the harder it is to remember (and it's not very pretty either). Shortening it (especially if you use a service that will let you choose a keyword for the link) can solve this problem for most users.
Some URL shortening tools allow you to track how your audience uses and shares your URL.
Like any self-respecting technique, URL shortening has its pros and cons. We've already seen its advantages. Now let's look at the reasons why using short links may not be effective:
There are a few negative points about URL shorteners. One of them is trust and credibility: your users like to know where they are going when they click on a link. If you don't disclose the destination domain, trust issues can arise. Put yourself in the user's shoes: would you click on a shortened link if you don't know the person?
Unfortunately, URL shortening tools are not 100% reliable. What happens if your URL shortening service is offline when you send a message to your contacts? Obviously, your links won't work.
URL shortening companies don't last forever. What happens to the thousands religious email list of links you've built over time on the Internet if the company you choose to use goes out of business? That could mean thousands of inbound links overnight. That won't just affect direct traffic, but also your SEO rankings.
It takes some extra work to use a URL shortener. We're trying to make things easier, not more complicated.
URL shorteners inhibit clicks! As marketers we want people to click on our links ~ Click-through rates decrease when using a shortening service.
If the servers that converted them go down or malfunction, the shortened links may be lost.
If the short link is not personalized, the user may be afraid to click on the link because they do not know the destination path.
Users may feel vulnerable on the privacy side, as the link change can be traced.
Shortened URLs, such as bit.ly and goo.gl, make it easy to quickly type in a web address, but it's difficult to know where your web browser will actually take you.
Before clicking on a shortened URL, check the full URL. Most URL shorteners include a preview function. If you're not sure, don't click!
Before creating or sharing a shortened URL, consider alternatives. If you must use one, make it clear where it goes.
Please note that criminals use shortened URLs to direct people to phishing sites and initiate malware downloads.
Some people will be suspicious, and rightly so, if you use shortened URLs in email or your online content. In general, do everything you can to make it clear to your users where they will go if they click or type in the URL you provide.
Use descriptive link text with the full URL. In emails and on web pages, it's best to use descriptive link text with the full URL after it. This lets people know where they'll go if they click; they can hover over the link with their mouse to see the full URL. It's also a good accessibility best practice, as it provides people using screen readers with clear and comprehensive information.
Don't use a shortened URL if the user needs to log in. If you're directing people to a page that requires login, let them see the full URL and tell them that login will be required.
Be clear about the destination when you must use short URLs. On social media platforms, such as Twitter, you may need to use a shortened URL to stay within a character limit. It's helpful to let people know where the short URL will take them.
Other tips for using URL shorteners.
