Using short links in messengers is becoming an increasingly popular method of optimizing communication, especially when it comes to business projects. One of the main advantages of short links is a significant reduction in the length of the URL, which immediately makes the message visually attractive, does not clutter the text with unnecessary characters, which also takes up a lot of unnecessary attention. This can be especially useful when you use the address to collect analytics and the URL contains long UTM parameters or other tracking codes. This is also important under conditions of a limited number of characters, which is often found in social networks, short links will help you meet the limit.
Another advantage is the ability to brand short links. If your personal domain is used instead of standard anonymous abbreviations, this inspires more trust in recipients. For example, at the beginning of the link there will be the name of your domain, and not the service that shortens the links, looks more expensive, showing the status of the company.
Branded links not only make the message look more professional, but also increase company recognition. Another important plus is analytics of conversions. A link shortening service allows you to track the number of clicks, sources of conversions, and even the geography of users. This is especially useful for marketing mailings, as it helps you determine which messages work better and when the audience is most active.
Despite these advantages, there are some potential drawbacks to using short links, particularly in messengers. One of the biggest concerns is user distrust. Since short links hide the destination, many people are wary of clicking on them because they cannot easily see where the link will take them. This distrust is often fueled by the prevalence of phishing attacks and malware that rely on disguised links Some platforms, such as WhatsApp or Facebook Messenger, may flag shortened links as potentially harmful and restrict their distribution. This can hamper communication and require finding alternative ways to deliver information.
There is also a dependency on the link shortening service. If the platform stops working, the link will be inaccessible and the user will not be able to click on it. This can be a serious problem for marketing campaigns, especially if short links have been used in large-scale mailings or promotional materials.To mitigate this risk, it’s important to choose a reliable and well-established link shortening service, and to consider using a branded short link service, which offers more control and stability.
Ultimately, short links in messengers are a valuable tool for improving communication, organizing information and increasing brand awareness, but companies must weigh the pros and cons.