Best Practices for Branded Short Links

A good short link is readable, predictable and safe. These habits keep yours that way.

Write aliases people can read

• Use a custom alias that describes the destination: /spring-sale beats /x8Kq2.
• Keep it lowercase and avoid characters that look alike, such as l and 1.
• Stay consistent — pick a naming pattern for campaigns and stick to it.

Keep links working

• Update a destination instead of creating a new link, so old shares keep working.
• Set an expiry and a fallback URL for limited-time offers.
• Use a password for links that should only reach certain people.

Protect trust

Only link to destinations you are confident in. 2xurl checks every new destination against Google Safe Browsing, but the best protection is a clear alias and an honest destination.