Are All URL Shorteners Created Equal?

May 19, 2010

Edelman Digital, Chicago

If you’re a regular on Twitter, you understand the importance of a URL shortener. With only 140 precious characters, filling them with a long, awkward URL is just wasteful. Even though a few of these shortening services were created pre-Twitter, they have become popular as the micro-blogging service has.

Some provide you with analytics and tracking, and some simply give you a shorter URL. Check out a few of the URL shorteners that we’ve come across lately:

TinyURL.com

As the first URL shortener to be developed, TinyURL was also the first shortening service I heard of and saw being used in the Twittersphere. Developed to prevent broken links in e-mail messages, this service offers the basics. You can copy and paste any URL into the generator to create a random URL or one with a custom name, and these URLs will never expire.

Is.gd

Is.gd is very similar to TinyURL in that it offers basic features. The big advantage to is.gd is the length of the domain itself and the guaranteed shortness of URLs it creates. This service guarantees all URLs will be less than 18 characters and most end up being less than 11 characters. What does this mean? Is.gd is preferred among Twitter users to TinyURL because the length of the shortened URLs leave even more characters for the rest of the tweet. These URLs will also last forever.

Ow.ly & ht.ly

Developed by hootsuite, Ow.ly offers similar basic features as the previously mentioned tools. Recently Ow.ly added a new service called ht.ly which is preferred by marketers because it adds a branded bar to the top of any linked or shared page. No matter which service you choose, you have the same access to click-through data, broken down by region or date, and spliced according to custom metrics. These service do not need to be linked with hootsuite but are integrated.

Bit.ly

Bit.ly was originally developed in response to TinyURL in order to offer a shorter and more robust option for Twitter users. Links shortened with bit.ly are automatically saved on a dashboard that bit.ly users can then use to view metric like total views, referrer domains (Twitter, e-mail, etc) and location of clicks. Bit.ly also offers a sidebar feature which can be easily integrated into any web browser and lets users easily shorten a page without going to the bit.ly website. This sidebar also allows for seamless sharing on Twitter.

Cli.gs

While I haven’t yet seen this URL shortener too much around Twitter, cli.gs offers the most robust metrics and data analysis options of featured shortening services. Cli.gs allows users to view the exact time at which each click was received, if a link was mentioned on Twitter or Friendfeed or blogs or websites and which of these sent traffic back to your link. Unique to cli.gs, users can create links which take viewers from different countries to different landing pages.

Yourls

As URL shorteners became more and more popular, every brand and company decided they wanted their own (e.g., Google, Coke and StumbleUpon). Wel, now you can have a URL shortener, too, thanks to Yourls. This service is a set of PHP scripts that lets you build your own URL shortener, which you can then keep private, make public and integrate into your blog. It’s pretty simple and there’s a great explanation of how to set one up using Yourls. This option does not give you metrics like some others, but how cool would it be to have your own URL shortener? Re.becca, anyone?

What URL shorteners are you using?

http://www.game-changer.net Jorge Barba

Great list Rebecca, I would add Su.pr (http://su.pr)

Like bit.ly it also gives you some useful data but more importantly it integrates with the Stumbleupon network.

Haven’t heard of cli.gs but looks like it offers a great package.
http://rebeccaadenison.com Rebecca Denison

I do like Su.pr, but didn’t include it simply because I thought you had to already be using StumbleUpon to use it? But maybe I’m wrong, and you’re right, it has great features, too.

I hadn’t heard of cli.gs either, but it certainly looks like there’s some serious metrics to be had, which I love!
http://www.game-changer.net Jorge Barba

You’re right, you have to be a Stumbleupon user and that’s a barrier.

Too many options to pick a clear winner but like you Cli.gs definitely piqued my curiosity.
Bill

Why would you use bit.ly instead of j.mp? It is literally the exact same service and it saves you 2 characters.
http://rebeccaadenison.com Rebecca Denison

Wow. Good point!

I had never noticed the j.mp functionality on bit.ly’s page,but you’re absolutely right. As far as I can tell, there is no difference besides saving two additional characters. Thanks for the recommendation!!
http://www.edelmandigital.com/ Suzanne Marlatt

Great point Bill. I forgot that bit.ly launched j.mp last year to offer an even shorter option.
http://game-changer.net Jorge Barba

Great list Rebecca, I would add Su.pr (http://su.pr)

Like bit.ly it also gives you some useful data but more importantly it integrates with the Stumbleupon network.

Haven't heard of cli.gs but looks like it offers a great package.
http://game-changer.net Jorge Barba

Great list Rebecca, I would add Su.pr (http://su.pr)

Like bit.ly it also gives you some useful data but more importantly it integrates with the Stumbleupon network.

Haven't heard of cli.gs but looks like it offers a great package.
http://rebeccaadenison.com Rebecca Denison

I do like Su.pr, but didn't include it simply because I thought you had to already be using StumbleUpon to use it? But maybe I'm wrong, and you're right, it has great features, too.

I hadn't heard of cli.gs either, but it certainly looks like there's some serious metrics to be had, which I love!
http://game-changer.net Jorge Barba

You're right, you have to be a Stumbleupon user and that's a barrier.

Too many options to pick a clear winner but like you Cli.gs definitely piqued my curiosity.
Bill

Why would you use bit.ly instead of j.mp? It is literally the exact same service and it saves you 2 characters.
http://rebeccaadenison.com Rebecca Denison

Wow. Good point!

I had never noticed the j.mp functionality on bit.ly's page,but you're absolutely right. As far as I can tell, there is no difference besides saving two additional characters. Thanks for the recommendation!!
http://www.edelmandigital.com/ Suzanne Marlatt

Great point Bill. I forgot that bit.ly launched j.mp last year to offer an even shorter option.
http://djgpr.com/b David Garcia

I use bit.ly for simplicity and analytics (although I did love is.gd’s shortness), goog.le for Feedburner tweets, and also a personal roll-your-own: djgpr.com.

For example, http://djgpr.com/b leads to my blog. It’s nice because you get to keep your own branding, and you have full control. I set mine up with a custom WP theme that does provide simple stats.

The new version of Thesis theme also includes built-in 301 redirects.

By the way, did you look at whether these use 301 redirects (good for SEO)?

Thanks for putting these all in one place!
http://twitter.com/digitalng Nancy Garcia

Nice post, Rebecca. Bit.ly’s now offering pro accounts, too. A White Label service (for now) offering custom, shortened urls. All the best, Nancy
http://rebeccaadenison.com Rebecca Denison

I agree with you. Bit.ly has better metrics and what not, but is.gd is so darn short, it’s handy!

I did not look into the 301 redirects associated with these URL shorteners. Off-hand, I’m not sure which ones do. I will definitely look into that, though. That’s something that is important to a lot of folks.
http://rebeccaadenison.com Rebecca Denison

Thanks! I looked into pro a little bit but wanted to focus on the more basic and easy services!
Anonymous

There’s also shortswitch.com. I like how they facilitate custom domains for shorteners. They offer some analytics, and setup wasn’t too painful.
http://rebeccaadenison.com Rebecca Denison

That looks pretty cool. It’s nice that you can create your own and use your own domain! What do you think is the difference between that and Yourls? Is there an advantage?
Anonymous

With Yourls, you have to download to setup and figure out database and script hosting solutions — so the solution (and labor) is 100% yours. With Shortswitch, they provide the database and scripting hosting and so the only thing you need to provide is your domain.

Another difference is the level of analytics that each provides. Shortswitch is not as comprehensive as the one delivered by Yourls. But, as Shortswitch states on their website, they are still in beta and I’m sure more robust analytics are on the way (albeit for a fee I’m assuming).
http://djgpr.com/b David Garcia

I use bit.ly for simplicity and analytics (although I did love is.gd's shortness), goog.le for Feedburner tweets, and also a personal roll-your-own: djgpr.com.

For example, http://djgpr.com/b leads to my blog. It's nice because you get to keep your own branding, and you have full control. I set mine up with a custom WP theme that does provide simple stats.

The new version of Thesis theme also includes built-in 301 redirects.

By the way, did you look at whether these use 301 redirects (good for SEO)?

Thanks for putting these all in one place!
http://rebeccaadenison.com Rebecca Denison

Wow! Thanks. I really like that Shortswitch will take care of a lot of that stuff for you, especially since I’m not sure I have enough expertise to be trying to do it myself. I would still want the robust analytics, though, and hopefully Shortswitch will pick those up!
http://hotmusictelevisionnetwork.com/?p=1036 Froyo | Hot Music TV Network

[...] Are All URL Shorteners Created Equal? | Edelman Digital [...]
http://twitter.com/digitalng Nancy Garcia

Nice post, Rebecca. Bit.ly's now offering pro accounts, too. A White Label service (for now) offering custom, shortened urls. All the best, Nancy
http://rebeccaadenison.com Rebecca Denison

I agree with you. Bit.ly has better metrics and what not, but is.gd is so darn short, it's handy!

I did not look into the 301 redirects associated with these URL shorteners. Off-hand, I'm not sure which ones do. I will definitely look into that, though. That's something that is important to a lot of folks.
http://rebeccaadenison.com Rebecca Denison

Thanks! I looked into pro a little bit but wanted to focus on the more basic and easy services!
thomaskim

There's also shortswitch.com. I like how they facilitate custom domains for shorteners. They offer some analytics, and setup wasn't too painful.
http://rebeccaadenison.com Rebecca Denison

That looks pretty cool. It's nice that you can create your own and use your own domain! What do you think is the difference between that and Yourls? Is there an advantage?
thomaskim

With Yourls, you have to download to setup and figure out database and script hosting solutions — so the solution (and labor) is 100% yours. With Shortswitch, they provide the database and scripting hosting and so the only thing you need to provide is your domain.

Another difference is the level of analytics that each provides. Shortswitch is not as comprehensive as the one delivered by Yourls. But, as Shortswitch states on their website, they are still in beta and I'm sure more robust analytics are on the way (albeit for a fee I'm assuming).
http://rebeccaadenison.com Rebecca Denison

Wow! Thanks. I really like that Shortswitch will take care of a lot of that stuff for you, especially since I'm not sure I have enough expertise to be trying to do it myself. I would still want the robust analytics, though, and hopefully Shortswitch will pick those up!
http://twitter.com/Peta_de_Aztlan PETER S LOPEZ

I have blogs, moderate some progressive online groups, have a Twitter account and generally http://bit.ly/. The very idea of a HTML Link was one of the greatest taken for granted inventions of all.
http://twitter.com/Peta_de_Aztlan PETER S LOPEZ

I have blogs, moderate some progressive online groups, have a Twitter account and generally http://bit.ly/. The very idea of a HTML Link was one of the greatest taken for granted inventions of all.
http://rebeccaadenison.com Rebecca Denison

Thanks for your comment! So glad to hear you love URL shorteners as much as I do!

Why do you prefer bit.ly? It sounds like you are quite busy, does bit.ly help you manage links across platforms more easily than other services?
http://rebeccaadenison.com Rebecca Denison

Thanks for your comment! So glad to hear you love URL shorteners as much as I do!

Why do you prefer bit.ly? It sounds like you are quite busy, does bit.ly help you manage links across platforms more easily than other services?
http://stephmajercik.wordpress.com/2010/06/02/how-to-use-twitter/ How To Use Twitter « The Blonde Experience

[...] out there so a long URL won’t eat up your entire 140 characters (@rebeccadenison breaks them down here). If you have a blog share your posts on Twitter too. It’s a great way to gain readership and [...]
http://twitter.com/visualrinse Chad Udell

Hey Rebecca, I’m biased, but I like my URL shorteners… the names are descriptive, and you can track clicks. We also have an API endpoint, so you can use Twitter apps etc with it.

http://fnaweso.me
http://fnla.me

Thanks!
http://rebeccaadenison.com Rebecca Denison

Thanks for stoppin’ by, Chad! Those are actually really cool! I like the idea of having a different shortener depending on whether or not something rocks. Are there any advanced metric available?? That would truly win me over…
http://twitter.com/visualrinse Chad Udell

Hey Rebecca, I'm biased, but I like my URL shorteners… the names are descriptive, and you can track clicks. We also have an API endpoint, so you can use Twitter apps etc with it.

http://fnaweso.me
http://fnla.me

Thanks!
http://rebeccaadenison.com Rebecca Denison

Thanks for stoppin' by, Chad! Those are actually really cool! I like the idea of having a different shortener depending on whether or not something rocks. Are there any advanced metric available?? That would truly win me over…
http://www.jamiesanford.com/2010/08/09/sunday-link-party-13/ Sunday Link Party!

[...] Are all URL shorteners created equal? From Edelman Digital. [...]

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