URL shortener

A URL shortener is a tool that converts a long URL into a short link that redirects to the original page. Short links are easier to share, remember and track.

How a URL shortener works

It shortens the website’s address and adds a random combination of letters and numbers.

For example, a URL shortener would convert a long URL like

https://yourwebsite.com/blog/spring-campaign/?utm_source=instagram&utm_medium=social&utm_campaign=spring

into

bit.ly/spring-sale

The URL shortening service you choose will maintain the connection between the new link and the original URL. This means that anyone who clicks your new link lands on the original page.

In the context of our example, the short link is much easier and quicker to enter than the full campaign URL.

A URL shortener is also referred to as a link shortener, a link shrinker, a link compressor, a URL condenser or a vanity URL creator.

Popular URL shorteners include Bitly and TinyURL. A short link works only as long as the service behind it does. Google’s goo.gl stopped creating new links in 2019 and deactivated inactive links on August 25, 2025.

Why it’s important to shorten URLs

To share content effectively on social media, you need short URLs. Shorteners took off when X (formerly known as Twitter) capped posts at 140 characters and counted every character in a link.

A URL shortener ensures that you get the right messages out to your audience without taking up too much space in your social posts. Tools like Bitly also:

• Make content sharing seamless: Branded URLs tell customers where they’re heading and replace random character strings with a trustworthy destination, like Amazon’s https://amzn.to/3q1xugs
• Track traffic and measure ROI: Built-in analytics and UTM parameters show who clicked, where and when, so you can prove campaign ROI and plan budgets.
• Drive higher click-through rates: Long URLs look suspicious and make people hesitate to click, like this one: http://yourwebsite.com/your-page/?utm_source=facebook&utm_medium=PPC&utm_ A link shortener keeps links clean and trustworthy.
• Protect your brand reputation. Generic shortened URLs hide the original destination, which can trigger customer suspicion. Always ensure your links deliver on the promised content to maintain trust. To check where a Bitly link leads before clicking, add a plus sign (+) to the end of it.

How do you find and use URL shorteners?

Bitly and TinyURL both offer free plans, while paid plans unlock branded domains and deeper analytics.

Some sites, like Bitly, handle everything from URL shortening to analytics and tracking. Others transform your URL into a new reduced link.

When you choose the URL shortener you want to use, enter your URL into the content box and click the button to reduce the link. Avoid link shortener tools that strip out your branding, as this immediately damages link credibility.

Features to look for in the best URL shorteners

Here are five key features to look for in a URL shortener.

• Customizable URLs: Match the link to your brand name or topic.
• Link tracking: Report on clicks and conversions to prove campaign ROI.
• UTM parameter support: Add UTM codes for source, medium and campaign to see who clicked.
• Link retargeting: Add retargeting pixels to expand your custom audience profile and serve ads to clickers later.
• Integrations: Connect your shortener to your marketing stack. For example, Bitly integrates with Sprout Social to embed links in your social workflow.

Bitly Sprout Social integration

Before you start: Connecting Bitly to Sprout requires a paid Bitly account. Once connected, you can automatically generate your custom, branded links directly within your social posts.

How to connect Bitly to Sprout

• Click Account and settings > Settings > Account Settings.
• Scroll down so that you can see the Settings by Group listing.

• Click Connect next to the group where you want to use your Bitly account.
• Note: Bitly connects to one group at a time. If you have more than one group, repeat this step for each group where you want to use Bitly. Connecting it in one group won’t turn it on anywhere else.
• Enter your Bitly login details and click Allow to give Sprout access to your Bitly account.
• When you write a message that includes a URL, click Shorten Links to swap in your Bitly link. If you have a paid plan with a custom domain, the link will use your branded domain.
• Links you shorten in Sprout only show up in your Bitly account if Bitly is connected to the group you’re posting from.

Streamline your publishing workflow and build brand trust with every click. Start a free trial to create custom Bitly links directly within Sprout Social.