Mooo - What is a url shortener

What is a URL Shortener?

These words first appeared in 1991, and they changed the course of human history, and that’s not an exaggeration. Why? Because this was the very first webpage that popped into existence, as a means to describe the innovative project underway by Tim Berners-Lee but notice something about it?

Would you share this link on your social media? You might even have been glaring at your posts, and pondering why you aren’t pulling any traffic over to your business. This is why it’s important to ask, “what is a URL shortener?”

Because the issue could be your links.

So, how can you use a link shortener to skyrocket your engagement by injecting some snappy links into your marketing campaign?

Let’s dive in, and strip down – URLs of course…

What is a URL Shortener?

That very first webpage came out at a time when viral trends were limited to word of mouth and newspaper articles. Now, with the reign of Twitter, Instagram, and Facebook seizing control of the Infospace, it’s more important than ever to use short links so that you can grow your audience.

Let’s take that ghastly Tim Berners-Lee webpage, and plug it into the free software at and we get a short URL that could look like

Test first web page - Tim Berners-Lee first webpage

While it might not carry your stylish brand name, the value of a short link cannot be understated! If you want to style up your short link with your domain name, then check out our services here!

Short links aren’t only good for engagement purposes, but they also look really good in Google’s algorithm. That’s why it is so vital to get the domain name of your business right so that you can maximize your ranking in google, and your engagement with your legions of admiring fans.

Heed the hilarious mistakes of these businesses, who botched their link appeal before they even left the finish line: – Online directory for searching for therapists. Whoops. – This office environment website’s URL didn’t exactly make any potential customers feel welcome, did it? – Not a very reassuring URL for a Norwegian Holiday Resort

These examples are perfect reasons why you need a URL that looks slick, is short, and perfectly communicates your brand’s name. And this is all the more vital in the prisons of character constraints.

What other reasons should entice you over into the world of URL shorteners?

The Seven Benefits of URL Shorteners

Unless you have been living under rocks that are also smothered under 100 feet of cement, you should know that we are living in the social media age, where tweets and Instagram feeds rule the world. But where do URLs fit into that? Because engagement and the length of your posts are intricately tied at the hip.

How can URL Shorteners bring in the goods for your business?

#1: Make Your Long-Winded URLs Short and Sweet

This is the obvious benefit and is amazing for drawing in the masses with a URL that isn’t intimidating. And this has a double-edged sword of benefits for you and your business.

In this age of viral trends, making something convenient for someone to share is key to your business dominating the social media landscape. No one is going to share a link that eats up all 140 characters of a Twitter feed. The reasons for this is obvious:

There is little room for error and a greater chance that the user will whiff on a letter, or add an extra character, which will then lead to a broken link. And you would’ve just lost a valuable customer. But with our link shortening service, you can inject your brand name into a snappy link that is crystal clear for your audience.

So, become the king of the retweeting, viral realm.

#2: Keep an Eye on Your Data

URL shortening services do more than jazz up your links, they also provide analytics so that you can see just how your links are performing. Because marketing campaigns aren’t something to be put on auto-pilot and forgotten about.

If you have a link that isn’t converting, then try changing up the length or content. If your link is sharing the same tweet, then cut down the number of links to no more than two – if you absolutely must use more than one.

That’s because too many links dilute the message of your tweet. Each post should have some kind of call to action, and there’s simply not enough space for you to craft a Christmas catalog in 100 characters or less.

#3: Working Ad Magic

Do you have an e-commerce empire that is slowly growing? Then URL Shorteners are a fantastic way to push out individualized ads to your customers, whenever they click through on your links.

There’s another beautiful benefit that links, and tracking does for your business. How does it work? By injecting a little piece of code into your website. The magic of tracking pixels with Links is that Joe Consumer doesn’t even have to visit your site to trigger the tracking pixel: all he has to do is click on your link.

This is a massive way to get your ads in front of a large swath of consumers, giving your products the exposure they need.

#4: Retargeting Galore!

If you have dipped into marketing circles at all, then you know all about the importance of retargeting. This is where you fashion your campaigns to put certain groups of people into the crosshairs of your campaign goals.

And with URL shortening campaigns, you can control who your links are sent out to. Why is this beneficial for you, the stressed-out marketer aiming to maximize his time, while boosting engagement goals?

Because you can control the reach of your link, without putting out any ad spend! This not only saves your precious advertising budget but can efficiently hit your goals. So, start targeting those middle-aged working moms, or hip, young Generation Zers, with the targeting power of URL shortening software.

#5: You Can Find The Perfect Link

With the wide-reaching canvas that Link Rotation. Instead of sending your info-crazed audience to only one link, you can send them out to multiple links. This has a wide range of benefits, but the juiciest one is how you can test out your links.

Known as A/B testing, you can compare the results of one link against another, through its KPIs (Key Performance Indicators). Instead of having multiple ad campaigns sucking your marketing budget dry, you can use link rotation to gauge conversions of your landing pages, etc.

Allowing you to help craft the ultimate product that racks in the subscribers while bringing in the conversions.

#6: Use UTM Power

Google Analytics is the king of tracking, from views, clicks, conversions, etc. If you want to keep an eye on how well your links are doing, then you want to harness the power of UTM links. And with our software, it’s easier than ever!

What’s a UTM link? It adds a little bit more to a link, and these extra characters are tracking parameters. Google Ads can pick up on these parameters, allowing you to track the effectiveness of your links with the power of Google!

Just slice up that long link into a nice, sleek URL afterward, because your audience knows what a garish URL looks like. After all, you want to be the Lannisters of the marketing world, not the Freys.

Ditching those grimy, filthy long links for shiny, short ones bestows another key benefit for your business.

#7: Professionalism

Long links are embarrassing. While your audience may not have realized it, chances are that their brains are hardwired to digest content shortly and concisely. The thousands of compact tweets and feeds that have blurred past their eyes will make them expect the same thing out of your posts.

So, if you want to connect with your audience, and draw in more fish into your sales funnel, then your posts should match your competitors. This will build brand trust while boosting the visitors and engagement on your site.

All of this sounds easier said than done, doesn’t it? I mean, just how short is too short?

Mooo - link management for social media

Become The King of Caption Space

How far can you push a message will dictate how short your URLs should be, and how many of them you push into your posts.

Let’s begin plugging away into how much each platform constricts you. 


If you’re stuck looking at your Twitter posts in frustration, then it’s ok, but don’t quit on the platform. More than 192 million people used Twitter every day in 2021, and that’s only set to keep rising with the maturation of Generation Z.

In short, this is a pie that you will want a bite out of.

But how do you maximize the relatively short caption space that the platform gifts you? If you’ve been on the platform recently, then you know that Twitter has granted more caption space to play with – 280 characters, which is a 100% increase from its previous 140 character prison.

While you may be salivating at that 280 character limit, pull your jaw up from the ground, because it’s recommended that your posts shouldn’t be more than 100 characters. What does that mean for your URLs?

They should be as short as possible, so that your posts are short and snappy, pulling in the scanning eyes of Twitter users as efficiently as possible. This doesn’t allow you to inject a long-winded link that saps up your valuable Twitter real-estate – so invest in URL shorteners to increase engagement, and play to the algorithm.


This is a little bit of a different beast than Twitter because Instagram is the playground and realm of videos. But still, captions are vital for getting your brand’s message across, and also to redirect users to your website.

The limit for Instagram is much larger than its Twitter cousin, with 2,200 characters being allowed to flood onto your captions. Only, that is just what you don’t want to happen. The Instagram team warns that you shouldn’t be going over 125 characters.

The reason for this is simple:

So that your brand’s message stays within the feed window, keeping your audience’s eyes on the full message without having to scroll down. Just like Twitter, short, brand-optimized links can pull in users over to your landing page, contact forms, website, etc.

You have started rubbing your hands together and crafting your links out to your web pages. But there are times when you should use shortened links and other times when you shouldn’t.

When You Should Go Short

There’s one place that shortened links should never trudge, like Mustafa lecturing young Simba about the dark lands beyond their borders.

Never put shortened links into your website, especially if you are linking to other pages. This is what anchor text is for, which looks much more natural than a link, of any length!

The best time to wield your shortened link sword is when wading into social media battlefields. They’re especially useful for gauging the effectiveness of your campaigns, especially if you have plans for a PPC campaign. You don’t want to deploy a campaign and flush that money down the drain with poorly converting content. 

But using link shortening, and diving into the statistics, you can master your A/B testing game!

Shorten Your Links Today

After all, you don’t want to join the ranks of Experts Exchange (who could surely benefit from link shortening).

Just take a gander at their website:

By understanding what is a URL shortener, you can use links in your company’s arsenal as a powerful way to combat low engagement, if not for building brand trust. Start building yours today, with our dynamic, link shortening software.

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