What is the purpose of Hootsuite’s URL shortener, ow.ly?

The purpose of Hootsuite’s URL shortener, ow.ly, is to track clicks and manage link sharing. By converting long URLs into shorter, more manageable links, ow.ly allows users to easily share and post links across social media platforms while obtaining critical data regarding the engagement with those links. This includes metrics such as the number of clicks, geographic information about users, and the times when the links were accessed. Such tracking is essential for social media managers and marketers as it helps them analyze the effectiveness of their content, understand audience behavior, and optimize their strategies accordingly.

While aesthetic enhancement of URLs can be a side benefit of using a URL shortener, the primary functionality and value of ow.ly lies in its robust tracking and management capabilities, which provide actionable insights into how shared content is performing across different channels.