URL shorteners are misunderstood and under-appreciated. It’s not always their fault–the services, which range from bit.ly to TinyURL, have been made popular primarily as a tool for Twitter users that can’t fit their comments along with an entire URL into the 140 character limit of tweets. What we soon came to realize, however, is that URL-shorteners can provide an interesting look into click behavior when stats and various metrics are taken into account.
Perhaps it was this potential that Facebook and Google became interested in, as they both launched their own URL-shortening services earlier this week. For Google and Facebook, the URL-shortening tools will be used primarily for their existing services and features, not for widespread use for individuals or enterprises beyond what they’re able to do with associated services. For Google in particular, the URL shortener will be assigned primarily for use with its sharing toolbar.
Shortly after Google and Facebook revealed their URL-shorteners, Bit.ly announced a PRO service for publishers to create their own custom, shortened domains. There have been branded URL-shorteners to come out already, and Bit.ly and the others already had options for customizing shortened URLs. As Bit.ly has emerged as the leader in URL shorteners, however, its PRO service is making waves.
When compared to the Facebook and Google initiatives, Bit.ly will have to continue to increase the metrics and analysis capabilities around its existing service in order to maintain its leadership position. Otherwise, any inclusion of such analysis features from Google and/or Facebook could push Bit.ly down on the totem pole.
So far Bit.ly could be rescued from such a fate if it were to be acquired by one of these larger companies. Twitter in particular has a seeming interest in the URL shortener, as Bit.ly has become a recommended Twitter application for users. Such an acquisition would make Twitter better able to compete with whatever Google and Facebook may have in the pipeline concerning their own URL shorteners.
The reason this is such a major point of discussion is because the ability to re-create links around existing links makes it faster and easier to archive the data that’s being shared specifically with the social web. This can be used towards the improvement of real time search data, metrics associated with online and social media marketing, as well as consumer behavior around shared links. Turning all of this into more useful search data and recommendations is an ongoing quest for Facebook, Twitter and Google. Facebook investor Microsoft also seems to have a certain dedication towards improving social media and real time search results, and the company is still seeking optimal ways in which to leverage Facebook towards this purpose.
Nevertheless, the PRO account offering from Bit.ly could be a new opportunity for publishers to recreate an image around a branded URL. Having a new wave of available URLs means there could be an onrush of activity for this purpose, with web publishers able to better incorporate URLs into their marketing strategy and messages. Appealing to web publishers in this way gets Bit.ly several new opportunities of its own. Web publishers could very well take Bit.ly into an even higher position for creating standards around URL-shortening, and the ability to deliver various metrics around URL activity gives the company the ability to grow at scale while remaining in a leadership position