A vanity URL is a short, branded web address that replaces a long or random link, like linkedin.com/in/yourname. Brands use vanity URLs on social media to build trust and keep every touchpoint on-brand.​​ 

Vanity URL vs. URL shortener​​ 

A generic URL shortener turns a long link into a string of random characters, like bit.ly/3wqfg08. A vanity URL replaces those characters with your brand name or a readable word.​​ 

The two overlap. Some shorteners, such as Bitly, let you connect a custom domain, which turns every short link into a branded one.​​ 

Tracking parameters (like UTM codes) are a major reason links et so long. one reason links get long. While appending these parameters is essential for tracking campaigns in Google Analytics, each one adds bulk. A short, branded link hides that data behind a clean, readable address.​​ 

Vanity URL examples​​ 

The first type is a branded short domain. Brands connect their own domain to a shortener, ensuring every shared link carries their name.​​ 

The second type is the custom social profile URL. Platforms often refer to these as custom URLs, handles or usernames.​​ 

  • LinkedIn calls yours a LinkedIn custom public profile URL and hands each one out first come, first served.​​ 
  • YouTube no longer issues new /c/ custom URLs and creates a YouTube handle URL like youtube.com/@name when you choose or change your handle.​​ 
  • Facebook shows your Facebook Page username below your Page’s name and in its URL.​​ 
  • X (formerly known as Twitter) turns your X handle into your profile URL. The platform’s help page confirms your username is built directly into your profile link.​​ 

Ready to get a vanity URL? Claim a custom username in each platform’s profile settings. For campaign links, connect a branded domain to your link shortener.​​ 

Why vanity URLs matter​​ 

Vanity URLs give your links a consistent, recognizable look across social platforms. As Bitly notes, branded links are easier to remember and instantly build trust.​​ 

Google’s URL structure guidance also recommends readable words rather than long ID numbers in URLs.​​ 

Ready to build branded links into your strategy? Learn how to shorten and track links for social.​​ 

Sprout Social’s Bitly integration lets you use a custom Bitly domain directly in Compose and the Smart Inbox (requires a paid Bitly account). Start a free trial to attach branded links to every post.​​