Introduction
If you're using shortened links in your marketing or content strategy, you've probably come across two options: generic shorteners like bit.ly and custom branded domains like yourbrand.link/deal.
Both can make your links shorter and more manageable, but they’re not equal in terms of branding, trust, and analytics. In this article, we’ll break down the key differences between the two—and help you decide which one suits your needs.
What Are Generic URL Shorteners?
Generic shorteners are public services that let you shorten any long URL without requiring a custom domain. Examples include:
bit.lytinyurl.comgoo.gl(discontinued)
These platforms create a random slug after the domain, like bit.ly/3xY4zK.
What Is a Custom Branded Short Domain?
A custom short domain is a domain that belongs to you and reflects your brand. You can connect this domain to a shortening platform (e.g., URLShortly.com) and generate links like:
yourbrand.co/saleclick.companyname.com/signup
This method allows full control over how your links appear.
Key Differences: Custom vs Generic
| Feature | Generic Shorteners | Custom Short Domains |
|---|---|---|
| Brand Visibility | None | High – brand name in the URL |
| Trust Level | Lower (generic domain) | Higher (personalized domain) |
| Click-Through Rate | Standard | Often 20–34% higher |
| Analytics | Basic | Advanced (if platform supports) |
| Customization | Limited | Full control over slugs |
| Spam Risk | Higher | Lower |
Why Custom Domains Are Better for Business
1. Brand Recognition
Every time someone sees your branded link, they’re reminded of your business. It’s free exposure—even in WhatsApp chats or Instagram stories.
2. Higher Trust
Generic links look suspicious to many users, especially with phishing on the rise. Branded links show users that the link truly belongs to your company.
3. Better Click-Through Rates
Studies have shown that branded links can increase click-through rates by over 30%, simply because people trust them more.
4. Control and Flexibility
With custom domains:
You can edit the destination URL later
You can use meaningful slugs (e.g.,
/free-trial)You can manage all links in one dashboard
Generic shorteners don’t offer this flexibility.
When Are Generic Shorteners Still Useful?
Generic shorteners are fine for:
Personal use
Quick sharing of non-business content
Temporary links with no branding concerns
They’re fast and free—but limited.
Use Case Example
Scenario 1 (Generic Link):
A user sees a Facebook ad with a link: bit.ly/3fK9Tzx
They hesitate. It could be spam. They don’t click.
Scenario 2 (Branded Link):
A user sees: get.urlshortly.com/free-ebook
They recognize the brand. They click.
How to Get Started with a Custom Short Domain
Register a short domain (e.g.,
yourbrand.coorgetbrand.link)Connect it to a link shortening service like URLShortly.com
Start creating branded links with custom slugs
Track analytics to see performance across platforms
Conclusion
If you're serious about branding and trust, a custom short domain is the smarter choice. It gives you more control, better engagement, and a stronger presence online.
Generic shorteners have their place—but for businesses, branded short links are the future.