Long URLs can be cumbersome to share, especially on social media, messaging apps, and printed materials. URL shorteners offer a simple solution by condensing lengthy web addresses into compact, manageable links. But with advancements in search engines, browser capabilities, and QR codes, do people still rely on them in 2025?
While these tools were once essential for character-limited platforms like Twitter (now X), their relevance has evolved. Businesses, marketers, and even individuals continue to use them for branding, tracking engagement, and improving link accessibility. However, concerns around security, analytics accuracy, and platform dependency remain.
So we beg to question– are URL shorteners still a thing in 2025? And if so, what are the best practices for using them?
Key Takeaways
- URL shorteners improve link readability and engagement but can pose security risks if not used carefully.
- Choose a reliable URL shortener service to avoid issues with expired links and broken URLs.
- Custom-branded short links help build trust and boost click-through rates.
- Some social media platforms may limit the reach of posts with shortened links, so combine them with other tools.
What are URL Shorteners?
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URL shorteners have been instrumental in streamlining the way we share information online. They transform lengthy web addresses into concise links, making them easier to share and manage. The concept of URL shortening dates back to 2002 when TinyURL was launched. This service was created to simplify sharing long URLs, which were often cumbersome and prone to errors.
The rise of social media platforms, particularly Twitter, which initially had a 140-character limit per post, further amplified the need for URL shorteners. Services like Bitly emerged, offering shortened links and analytics to track link engagement.
Do People Still Use URL Shorteners in 2025?
As of 2025, URL shorteners remain significant, especially in regions with high digital engagement, like Singapore. A 2024 survey indicated that 84% of Singaporean companies leverage digital marketing to advertise products and services, with social media identified as the key channel by 62% of these businesses.
The Singapore Government has also implemented its official link shortener, GoGovSG, allowing public officers to create trusted links for citizen engagement. This initiative underscores the importance of URL shorteners in maintaining trust and efficiency in digital communications.
Businesses and individuals use these tools for branding, creating custom short links that reflect their identity and, for tracking purposes, gaining insights into user engagement and demographics. However, alternatives such as QR codes and platform-specific link shorteners have also become prevalent with technological advancements.
While the digital landscape continues to evolve, URL shorteners have maintained their utility by adapting to new platforms and user needs. But it’s also essential to adjust to the growing trends. In this article, let’s discuss best practices for URL shorteners and what alternatives you can consider.
Benefits of URL Shorteners
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URL shorteners offer a range of benefits, making them an essential tool for individuals and businesses. One primary advantage is improved readability. Long, complex URLs can appear cluttered and unprofessional, whereas a short, customised link looks cleaner and is easier to remember. This is especially useful for social media posts, SMS marketing, and offline materials such as posters and business cards.
Another key benefit is tracking and analytics. Many of the best URL shorteners provide insights into link performance, including click-through rates, geographic data, and device usage. This data helps businesses refine their marketing strategies and better understand audience behaviour. For example, a Singaporean e-commerce brand can track which marketing channel drives the most traffic and adjust their campaigns accordingly.
Shortened links also enhance engagement and conversions. Branded short URLs appear more trustworthy, leading to higher click-through rates. A study found that branded short links can increase engagement by up to 39%. This is particularly valuable for businesses running paid ads or influencer collaborations, as it ensures their audience feels confident clicking on shared links.
For businesses, the benefits of URL shorteners extend beyond convenience. These tools allow companies to create a consistent brand identity, measure marketing success, and improve customer experience. Whether you’re an SME running a local campaign or a multinational company analysing global trends, URL shorteners will remain a valuable asset to your digital marketing strategy in 2025.
5 Best URL Shorteners
Choosing the best URL shortener services depends on your needs, whether for personal use, marketing campaigns, or business analytics. While free tools provide basic link shortening, premium services offer custom branding, analytics, and enhanced security.
In 2025, several platforms stand out for their reliability and features. These include the following:
1. Bitly – A Well-Rounded Choice
Bitly remains one of the best URL shortener services due to its user-friendly interface and powerful analytics. It allows users to create custom short links, track click-through rates, and monitor engagement. While its free version offers limited features, paid plans provide deeper insights and branded link options.
2. Rebrandly – Best for Branding
For businesses that prioritise custom short links, Rebrandly is an excellent choice. It lets users create branded links (e.g., “sgpromo.co/sale”), which improves trust and click-through rates. It also includes advanced analytics, UTM tracking, and team collaboration tools, making it ideal for digital marketing.
3. TinyURL – Quick and Simple
TinyURL is a straightforward option for those who need a fast, no-signup URL shortening service. While it lacks in-depth analytics, it’s perfect for users who want to generate short links instantly. It remains one of the most accessible URL shortener services for one-time use.
4. Short.io – Ideal for Team Collaboration
Short.io offers custom domains, detailed analytics, and the ability to assign link access to different team members. It is helpful for companies managing large-scale digital campaigns and wanting better control over shortened URLs.
5. Ow.ly (Hootsuite’s Shortener) – Best for Social Media
Integrated with Hootsuite, Ow.ly is perfect for social media managers who want to track engagement across multiple platforms. It provides analytics within Hootsuite’s dashboard, making it convenient for those already using the tool.
Each of these best URL shortener services has strengths and caters to different users. Whether you need straightforward link shortening or in-depth analytics, selecting the exemplary service depends on your goals.
How to Create Short Links
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Short links are straightforward and can enhance readability, tracking, and engagement. Whether for personal use or business marketing, knowing how to use a URL shortener effectively ensures maximum benefits.
- Step 1: Choose the Right URL Shortener: Many options are available, and the best URL shorteners depend on your needs. Free tools like Bitly and TinyURL offer basic features, while platforms such as Rebrandly and Short.io provide custom branding, analytics, and team collaboration tools.
- Step 2: Copy and Paste Your Long URL: Once you’ve selected a URL shortener, paste the lengthy web address into the tool’s input box. Some services allow you to shorten multiple links at once.
- Step 3: Customise Your Link (If Available): Certain URL shorteners let you personalise your short link. Instead of a random string of characters, you can create a branded URL (e.g., “your brand.sg/promo”) to improve trust and engagement.
- Step 4: Generate and Copy the Short Link: After clicking ‘Shorten’ or ‘Generate,’ the platform will provide a condensed version of your URL. Copy this link for sharing.
- Step 5: Track Performance (If Needed): The best URL shorteners include tracking features. You can log into your dashboard to monitor clicks, geographic data, and traffic sources. This helps businesses optimise their marketing campaigns and improve engagement rates.
By following these steps, you can ensure you’re using a URL shortener effectively for personal and professional purposes.
Best Practices for Using URL Shorteners in 2025
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Effective use of URL shorteners in 2025 requires balancing convenience, security, and strategic implementation. While these tools remain helpful for marketing and engagement, businesses and individuals must follow best practices to maximise their benefits and avoid common pitfalls.
- Use Branded Short Links for Trust & Recognition: Custom short URLs (e.g., sgdeals.co/promo) enhance credibility and improve engagement rates.
- Track & Analyse Link Performance: One of the most significant benefits of URL shorteners is real-time analytics. Businesses should monitor link clicks, user locations, and device types to refine their marketing strategies. This data-driven approach helps companies optimise campaigns for different audiences and platforms.
- Ensure Security & Avoid Spam Risks: Shortened links can be exploited for phishing and malware. Only use reputable, best URL shortener services to maintain trust and avoid linking to suspicious or misleading content. Businesses should also enable features like password protection or expiration dates for sensitive links.
- Optimise for Multi-Platform Sharing: Different platforms treat short links differently. For instance, social media sites like Facebook may reduce the reach of posts with shortened links. To counter this, businesses should combine URL shorteners with QR codes or deep links for better engagement across the web, social media, and offline channels.
- Keep Short Links Active & Updated: Broken or expired short links frustrate users and harm credibility. Businesses should regularly audit and update their shortened links if the original webpage changes. Using URL shorteners with link-editing capabilities ensures long-term usability.
By following these best practices, users can fully leverage the benefits of URL shorteners in 2025 while ensuring security, branding, and data-driven decision-making.
Cons of Using URL Shorteners
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Of course, using URL shorteners isn’t a walk in the park. Because of its rampant use, some scammers use URL shorteners to mask their deceptive URLs. The other cons of using link shorteners include:
- Security Risks & Phishing Threats: One of the biggest concerns with URL shorteners is their potential for misuse. Because short links hide the destination URL, cybercriminals can exploit them to spread malware, phishing scams, or redirect users to malicious websites.
- Link Expiry & Broken URLs: Some URL shortener services automatically deactivate links after a certain period or if a free plan’s limit is exceeded. This can be a significant issue for businesses using shortened links in long-term marketing materials, as expired URLs lead to a poor user experience and lost traffic. Choosing a service that allows link editing or permanent short links helps prevent this issue.
- Reduced SEO Benefits: Shortened URLs can dilute SEO value, redirecting traffic through an intermediary service rather than directly linking to the intended page. While some services claim to pass on link equity, search engines may not always recognise short links as valuable backlinks. Businesses relying heavily on organic search should consider using branded short links with clear URL structures.
- Limited Platform Compatibility: Some platforms, mainly social media sites, may treat shortened URLs as spam or limit their reach. Facebook and Instagram, for instance, sometimes restrict engagement for posts with short links, as spammers frequently use themed links. Businesses should use short links alongside QR codes, deep links, or platform-native URL tools.
- Dependency on Third-Party Services: Using a URL shortener service means relying on an external platform to keep your links active. All associated short links may become inaccessible if the provider shuts down or experiences downtime. This happened with Google’s Goo.gl service, which was discontinued in 2019, leaving many users scrambling to replace their links. Choosing a reliable provider and regularly backing up critical links can help mitigate this risk.
While URL shorteners remain useful, users must carefully choose their service, monitor security risks, and ensure their links remain active for long-term reliability.
Should You Continue Using URL Shorteners in 2025?
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In 2025, URL shorteners will continue to serve a valuable role in digital marketing and everyday web use. They make links more manageable, trackable, and engaging, offering businesses a unique opportunity to optimise their marketing strategies.
However, as with any tool, it’s essential to be mindful of its drawbacks, including security risks, link expiry, and limited SEO benefits. You can mitigate these challenges by choosing exemplary service, leveraging branded links, and using them with other tools.
Contact MediaOne if you need help with digital marketing or are unsure how to incorporate URL shorteners into your business strategy. As Singapore’s leading digital marketing agency, MediaOne can help you navigate the complexities of online marketing and ensure your brand is seen in the right light.
Frequently Asked Questions
Are URL shorteners illegal?
URL shorteners are not illegal. They are widely used for legitimate purposes, such as improving link readability and tracking engagement. However, they can be misused by spammers or hackers, so using trusted services is essential.
Do hackers use TinyURL?
Like any URL shortener, hackers can exploit TinyURL to disguise malicious links. It’s crucial to be cautious and avoid clicking on links from unverified or suspicious sources, even when they are shortened.
Are shortened URLs permanent?
Shortened URLs are not always permanent. Some services may deactivate or expire links after a period, especially if you’re using a free plan. Choose a provider that offers link longevity and editing features for long-term use.
How do I know if a link is safe?
To verify a link’s safety, avoid clicking on shortened URLs from unknown sources. Instead, use link preview tools or URL shorteners with security features, such as preview pages or a trusted domain.
How do you verify if a URL is legit?
Check the URL’s source, and look for any signs of suspicious characters or domains. Use link scanning tools or preview the destination before clicking. Additionally, opt for branded short links, which are often more trustworthy.
