Vanity URL

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.