Branding your link is one of the most important things you can do when sharing links online. People trust your business most likely due your brand, so use it to benefit your business while sharing content online. Using a generic URL may get the job done but would it get the job done properly? Branded links can increase the click-through rate by up to 35%. It also helps to create a more seamless experience and trust for the consumer and increase brand awareness at the same time.
A short link allows businesses to add more relevant content and context on their social media posting like on Twitter where characters are limited to a certain amount. Adding more context and content allows the end-user to understand what you have to offer in one single post and would increase engagement since people are more likely to click on something that is relevant and worth their time. It also helps to target qualified visitors to your landing page which also helps increase your ROI, if someone can understand your post prior to clicking on it.