Short links are URLs with redirects. Some people use them very actively, others do not use them at all, and others do it right, but use them to their own detriment. Let's figure out when short links are necessary, when they are harmful, and how to set them up correctly.
When is it appropriate to use
1. If you are limited by the number of characters.
For example, you are writing a post for social networks, putting a signature under an image, a link in the profile description.
2. If the original link looks sloppy.
Its address is too long, the Cyrillic characters are not encoded beautifully, a built-in UTM tag or other service information.
3. If you plan to place a link on printed materials.
Of course, it is better not to just shorten it, but to embed it in a QR code. But even in this case, a short link will be encoded more neatly and will be read faster by programs.
4. If you are using a recognizable name, hashtag or brand.
Some services allow you to set a custom name for short links. This way they are easier to remember and look more natural in advertising materials.
5. If it is important to track the number of clicks.
Metrics and analytics may seem too complicated to set up. And many link shortening services show statistics and do it in a simple and understandable form.
When short links are not needed?
1. When preparing content for an email newsletter.
Many services mark short links as spam. This happens because the final URL is masked and may hide a phishing site.
2. When you are not sure about the link shortening service.
If it closes, all links will become inactive. In materials that users return to from time to time, it is better to place regular links.
3. When loading speed is important.
Albeit slightly, the time it takes to follow a short link increases. This can scare off users or alert them.
4. When you need to indicate the source of information.
In academic and scientific works, a full and accurate address is needed, including the URL of the page where the citation is taken.
5. When any abbreviations look inappropriate.
For example, in official documents. It would be strange to see in the contract not the original website address, but a short link.
How to set up links correctly
1. Be consistent.
Use the same link shortening service for content on the same platform. This will allow users to get used to a certain format.
2. Describe the content.
Make sure your subscribers understand exactly what content they will see when they click on the link. This will increase trust.
3. Check.
Both the original page and the finished link. Use different browsers and devices for this.
4. Monitor statistics.
Analyze the referral sources, devices, time. This will also help determine which short addresses are more trustworthy for users.
5. Follow the rules.
Many platforms indicate which links are allowed for them. This is especially important for advertising campaigns.
