The Best URL Shorteners for Publishers in 2025
If you’re reading this, you probably already know what a URL is — a Uniform Resource Locator, or simply, a web address. On their own, URLs can look like a confusing mix of letters, numbers, and symbols. And when you add tracking parameters for things like link clicks, they can spiral into absurdly long, unreadable strings.
Luckily, URL shorteners came to the rescue, turning long, messy links into short, manageable ones. While the most renowned link shortener, Google URL Shortener was shut down, there are still plenty of great URL link shorteners to choose from –– most of which we’ll share in this very article.
What are URL Shorteners?
URL shorteners are tools that transform lengthy web addresses into concise, manageable links. For instance, a URL like:
https://www.example.com/articles/2025/02/14/understanding-url-shorteners-and-their-benefits-for-publisherscan be shortened tohttps://bit.ly/3EgNv6K.
These shortened URLs redirect users to the original web page, even though their length is reduced.
Why Do Publishers Need URL shorteners?
In the early days of social media, URL shorteners were mainly used to shorten longer links to fit the character limits on social media and messaging apps. However, today, most platforms take care of that for you.
In 2025, URL link shorteners are most useful when you want to add parameters to your link, send deep links to different parts of apps, include information like GPS coordinates, or even send people with different devices to specific destinations––like the App Store for iPhone users vs. the Play Store for Android users.
What are the benefits of URL shorteners?
- Enhanced aesthetics and shareability
Shortened URLs are cleaner and more visually appealing, making them ideal for platforms with character limits, or in print media where brevity is essential. - Comprehensive tracking and analytics
Many URL shorteners offer analytics features, allowing publishers to monitor link performance, including click-through rates, geographic data, and referral sources. - Branding and customization
Advanced URL shorteners all you to create custom short links that incorporate brand names or relevant keywords.
Monetization opportunities
Certain URL shorteners provide monetization options, allowing publishers to earn revenue when users click on their shortened links. This can be an additional income stream, especially for high-traffic links.
What are the top URL shortener services?
- Bitly
A go-to choice for many, Bitly offers custom short links, detailed analytics, and link tracking. It’s great for publishers who want to monitor engagement, measure click-through rates, and improve audience targeting. - Rebrandly
If branding matters to you, Rebrandly is a great choice. It allows publishers to create custom, branded short links using their own domain. This makes links more trustworthy and strengthens brand recognition. - TinyURL
Sometimes, simplicity is best. TinyURL is a no-fuss, quick solution for shortening links without the need for an account. While it lacks advanced tracking, it’s useful for publishers who just need shorter, cleaner URLs on the fly. - BL.INK
Designed for businesses and professionals, BL.INK offers detailed analytics, campaign tracking, and team collaboration tools. It’s useful for publishers who need insights into their audience’s behavior. - Short.io
A great option for publishers looking for custom short links, geotargeting, and deep analytics. Short.io also supports multiple custom domains, making it a strong choice for those managing multiple websites or projects. - T2M
With unlimited URL shortening and in-depth analytics, T2M is ideal for publishers who need detailed performance insights without worrying about usage limits.
Which URL shortener should you use?
The best choice depends on what you need:
- Want branded links? → Rebrandly
- Need deep analytics? → BL.INK, Short.io, or T2M
- Prefer a simple, free solution? → TinyURL
- Looking for a balance of features and ease of use? → Bitly
Whether you’re tracking campaign performance, making links more shareable, or strengthening your brand, a good URL shortener helps you do it better.
Final thoughts on URL shorteners
URL shorteners have come a long way from simply trimming down long links for social media. Today, they are powerful tools for tracking performance, branding links, and even monetizing clicks. Whether you need custom short links, detailed analytics, or just a cleaner way to share URLs, there’s a service that fits your needs.
