Short URL use
Brands use short URL to create deep linking to specific content or pages on their websites. Many non branded services support these short URL – bit.ly is one of the popular services that shortens URLs. They create a random list of around six caracters that redirect to a given URL. bit.ly has created, by end of december 2016, 28 billion short URLs. po.st is another similar service.
Some brands have developed their own short URL engine, such as goo.gl or youtu.be.
– with new gTLD
Other brands can use the bit.ly or po.st branded domain name shorterner, with a branded domain name. As previously mentioned, tiffany’s – the famous new york jeweller – uses po.st to create their own branded short domains with the domain tco.nyc. Tiffany’s short URL correspond to tco.nyc/qJj5Y3.
– with dot brand Top Level Domains
Active network is an american company that provides software as a service for activity and participant management. Active network has created 170 short URLs from the domain get.active, that redirect to specific pages from their actual websites. The format of these short URL is get.active/aBcDeF
They can be found in google, as shown below.:
All of these get.active domains are short domain names, and are powered by bitly.
Implemented but limited use so far
This is one of the use cases for brands that can be implemented right away. While this seems to be an interesting usecase, the facebook posts, twitter and instagram do not refer to that URL and are using the traditional bit.ly or other URL shorteners. Active network may be using these new branded shorteners on a number of their events, but none of them could be found on traditional social media channels.