A URL shortener is a website that creates abbreviated versions of web addresses, called shortlinks. A shortlink redirects anyone who clicks on it to the original longform web address. Some URL shorteners allow users to create custom branded or vanity links. These tools are often used by marketers to make a longer URL more visually appealing within collateral or messaging. Shortlinks are especially prevalent on social media sites where character limits are imposed, or in mobile messaging where screen space is limited. Link in bio tools allow you to link to more pages and content in your micro landing pages.