A custom URL shortener lets you brand your links.
If brand awareness is part of your social media strategy, a custom URL shortener is one more tool to help spread the word.
URL shorteners that allow you to customize your short link offer a chance to name drop your brand. Hootsuite’s link shortener, for example, lets you create a vanity short link in just a few clicks.
Especially if you’re using a free web hosting service, or have an ISP that’s less than exciting, a custom URL shortener is a way to keep your brand front and center whenever you’re sharing links.
Link shorteners allow you to track performance
Most link shortening sites will offer tracking metrics. This is information about who clicked your link, where, and when—information that will help you calculate the campaign’s ROI.
To easily track source traffic, create a variety of shortlinks using different UTM parameters. Combine this with other analytics tools—like Google Analytics—and you’re setting yourself up for marketing success.