The Do’s and Dont’s of Sharing Links on Social Media
Created on 16 May, 2024 • Tutorial • 139 views • 7 minutes read
URLs are essential when it comes to social media marketing. Many of us struggle to use it to the max. In today's topic, we will be exploring the rights and wrongs of URL shortening.
How to Shorten URLs for Social Media Sharing
To shorten URLs for sharing on social media, you need to first copy the long URL you want to shorten. Then use a URL shortener tool like RB.GY or Bit.ly, paste the long URL into the tool's input bar, and click "Shorten URL". This will instantly generate a shortened version of the original link that goes to the same web address, just with a shorter, more clean-looking URL.
Short URLs are ideal for social media because they take up fewer characters, fitting better in posts with limited space. They are also simpler to remember and share with others and can be customised with your brand for more recognition.
Additionally, shortened URLs allow you to track clicks and engagement. Many social media management tools like Buffer and Hootsuite have built-in URL shorteners to make the process even easier. You can also connect your own custom-branded short domain to tools like Rebrandly and Bitly for an extra professional touch.
Best Practices for Sharing URLs on Social Media
The benefits of using a URL shortener on social media are significant and can enhance your digital marketing efforts in various ways. Shortened URLs offer the following advantages:
Higher Click-Through Rates
Shortened links often lead to a higher click-through rate for several reasons. First, they look cleaner and more professional compared to long, unwieldy URLs. A concise link is easier to share, especially on platforms with character limits, like Twitter. This simplicity makes users more likely to click on them.
Additionally, shortened links are familiar to most internet users. People frequently see them on social media, in emails, and on various websites. This familiarity builds a level of trust and comfort, making users more inclined to click on these links. In fact, shortened links are often used in marketing and promotional materials because they are easy to track and analyse.
Moreover, many link-shortening services provide the ability to customise the link, which can further boost click-through rates. A custom, branded link can look more legitimate and appealing, encouraging users to engage with the content.
Tracking Performance
URL shorteners do more than just make long links look tidy; they also provide valuable insights for businesses. By using a URL shortener, you can access a range of analytical data that shows how your links are performing. This includes details like the number of clicks, where those clicks are coming from, the types of devices people are using, and when they’re clicking.
You can use the insights from URL shorteners to tweak your strategies. If a link isn’t getting much traction, the data can help you figure out why and make changes. On the flip side, if something’s working really well, you can use that success as a model for future efforts.
Many URL shorteners also offer A/B testing. A/B testing basically lets you try out different versions of a link to see which performs best. This could involve testing different calls to action, link placements, or even the content behind the link.
Character Efficiency
Shortened URLs save characters, which is especially important for platforms like X (formerly Twitter) where space is limited. By using a shorter link, you free up more room for your message and additional elements like hashtags. It makes your posts more effective and engaging.
But there’s more to it. Shortened URLs also make your posts look cleaner and more professional. They’re easier to read and share, which can lead to higher click-through rates. Plus, many URL shorteners offer customization options, allowing you to create branded links that build trust with your audience.
User Familiarity
Shortened URLs are a staple on social media because they look more user-friendly and professional than long, unwieldy links. They make your posts cleaner and easier to read, which can encourage more people to click on them.
More so, shortened URLs are easier to share and remember. They fit better in messages and comments, and they don't overwhelm the visual space. This simplicity and tidiness can enhance the overall appearance of your social media presence.
Shortened URLs also often come with tracking features. These analytics can show you how many clicks your links are getting and provide insights into your audience's behaviour. This data is invaluable for refining your social media strategy and improving engagement.
Things to Avoid When Sharing Short Links
There are some common pitfalls you may come across when using URL shorteners.
Here's a list of things to avoid to make sure you get optimal results and effectiveness in your digital marketing efforts:
Random URL Slugs: Using slashtags or random URL slugs can be a common mistake. Instead, think about the content that would engage readers and create meaningful URL slugs that are easy to remember and spell.
Double Redirects: Ensure that your shortened links redirect directly to the target page and not to another shortened link. Double redirects can lead to slow loading times and frustrate users.
Neglecting URL Appearance: While shortening URLs is essential, it's crucial to ensure that the shortened links are not only concise but also visually appealing and representative of your brand and content. Neglecting the appearance of URLs can impact user trust and engagement.
Overlooking Customization: Customising URLs with branded domains or relevant keywords can significantly enhance brand visibility and recognition. Neglecting to customise URLs may result in missed opportunities to stand out from competitors and engage your audience effectively.
Avoid Ignoring Analytics: URL shorteners provide valuable analytics that can help track link performance, audience engagement, and other vital metrics. Ignoring these analytics can hinder your ability to optimise your marketing strategies and understand your audience better.
What You Should Do Instead
To get the most out of your URLs, consider these strategies:
Shorten URLs: Use URL shorteners like Bitly to create concise, easy-to-share links. Short URLs look cleaner and are more appealing, especially on social media.
Customise Links: Many URL shorteners allow you to customise your links. Use branded links to build trust and make them more recognizable, like
“yourbrand.com/offer”
Use Keywords: Incorporate relevant keywords into your URLs. This helps with SEO and makes your links more understandable and appealing to users.
Track Performance: Use analytics provided by URL shorteners to track clicks, geographic data, and referral sources. This data helps you understand your audience and optimise your marketing efforts.
Create Descriptive URLs: Make sure your URLs clearly indicate what the user will find. Descriptive URLs improve trust and can increase click-through rates; for instance:
"yourwebsite.com/best-laptops-2024"
Include Calls to Action: When sharing URLs, pair them with strong clickbaits. Bait users to click by telling them what they'll gain, something like
"Click here for 50% off" or "Learn more".
Optimise for Mobile: Ensure that the pages your URLs lead to are mobile-friendly. With a large portion of web traffic coming from mobile devices, a seamless mobile experience is crucial.
Use URLs in Strategic Locations: Place your URLs where they're most likely to be seen and clicked, such as in social media posts, email campaigns, and your website.
A/B Test: Experiment with different versions of URLs to see which ones perform better. Test different wording, placements, or landing pages to optimise your results.
Leverage Social Proof: Direct users to pages with testimonials, reviews, or case studies. Social proof can increase credibility and make users more likely to click and engage.
How to Avoid Spamming
To avoid spamming URLs and ensure your links are seen as valuable rather than intrusive, focus on relevance and context.
Only share links that add value to the conversation. Limit the frequency of your links to avoid overwhelming your audience, and always provide a brief description or commentary to explain what users can expect when they click. In fact, engage with your audience first by hosting chats and providing information before sharing any links.
Use URLs from reputable and trustworthy sources to build credibility and, more importantly, avoid using misleading titles or descriptions. Make sure that the destination of your URLs leads to high-quality content, and always respect the rules and guidelines of the platform you're using.
How to Make Sure Links Are Safe and Secure
While URL shorteners can be useful, avoid overusing them in a way that seems deceptive. Monitor your audience's engagement and feedback to adjust your approach if necessary. By following these guidelines, you can share URLs in a way that enhances your credibility and maintains a positive relationship with your audience.