Social media can be a fun way to pass the time, socialize with friends and family, or keep up with the latest events.

At the same time, platforms like Instagram, Twitter, Facebook, and TikTok also offer a plethora of opportunities to establish a brand and make a name for yourself.

From a business perspective, social media is a source of new leads, and it is up to the brand how it utilizes the available tools.

URL shorteners are a good example of a means that seems to be underrated by some. If the purpose of a brand’s page is to grow, the importance of visible URLs should not be underestimated.

The call-to-action button related to the link has to be attractive and match the overall social media page theme as well as your brand’s voice. Finally, it is crucial to double-check that the link works.

Getting the basics out of the way is usually the first step. What comes next is picking the right bio link shortener.

Ultimately, most shorteners offer similar features, so the choice usually comes down to one’s personal preference.

You can take a quick look at a link in bio tools detailed comparison to get a glimpse of what to expect. Out of so many different tools, you are bound to pick one that suits you.

Now, as to why you should consider using a URL shortener, there are quite a few reasons. Let’s take a closer look at them.

1. The sense of familiarity

Looking at the current social media marketing trends, it is clear that brands are utilizing URL shorteners for their promotional campaigns.

As such, skipping this step could make your brand stand out, and not in a good way. Online consumers build certain habits and expectations, and if they see a naked URL rather than a shortened and clean version, they might react to it negatively.

2. Less clunkiness

A naked URL often looks spammy and clunky, particularly if you include HTTP:// or HTTPS:// in. It is not that big of a deal if it is just www.domain.com or even domain.com, but landing pages often redirect to internal site pages, which obviously makes the URL longer.

A shortened URL is more attractive and is bound to receive a better click-through rate.

3. Security concerns

Speaking of the click-through rate, people who see a naked URL might treat it as shady.

It makes sense to mask the potential suspicion with a URL shortener, which then translates to a much better click-through rate, not to mention potential reports from certain users about suspicious links.

4. Character limit

Most social media platforms offer a finite amount of space you can use for the URLs. And it is not just about the bio section.

Twitter, for instance, has limited characters for each tweet. By using a link shortener, you can fit more characters in the tweet.

5. Link sharing

A more attractive link is more likely to be shared. It is easier for people to perceive a link in a positive way when it does not look clunky.

And once that happens, you can bet that the encouragement to share URLs increases.

6. Performance Tracking

Internal website analytics and other tools provide a decent amount of metric tracking, but you should not underestimate what URL shorteners do for data tracking.

It is easier to keep tabs on specific links when you get the information feed from a URL shortener directly. The tool becomes a decent asset for measuring your results and making adjustments when necessary.