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What is a URL shortener? A URL shortener is a simple tool that takes a long URL and turns it into Short URL. It is easier to share and remember. Anyone with an internet browser can use link shorteners for social media. It is very essential part of your social media Tool Kit. A good URL shortener (aka link shortener) lets you do two things: 1. Share links that don’t use too many characters. 2. Measure performance. Suppose a URL (or web address) is 118 characters long, but Twitter limits posts to just 280 characters. That doesn't leave many characters to say something about the link! Luckily, there is an easy solution: URL shorteners.