Before Bitly came along, social messaging wasn’t uniform. A perfectly crafted tweet or Facebook post would end with either a shortened plain URL or a hodgepodge of visually unpleasing characters.
The company solved two problems: it gave brands the ability to create on-brand links and it also gave them the ability to track performance on a per-link basis.
For more on how Bitly works with networks and brands, we spoke with Bitly’s VP of Marketing Melissa Wallace.
Lost Remote: Besides for branding, how do networks benefit from a custom Bitlink?
Melissa Wallace: Aside from enabling networks to leverage branded short domains across all content and platforms, Bitly also adds value to a TV show or particular promo by customizing the back end of those links. For example, ESPN recently used Bitly to create a custom link for its latest 30 for 30 Short titled The Great Trade Robbery. The link –es.pn/TradeRobbery – not only emphasizes the film, but makes the content more likely to be clicked on because it’s trustworthy and specific about the link’s destination.
The benefits of custom Bitlinks aren’t just for social media either. Let’s say a network wants to include a promo link within their OOH (out of home) or print ad campaign, which will be on the market for several months. They can change where that custom Bitlink leads to, on the fly at any time, so the link destination is always fresh, active and relevant.
LR: In terms of analytics, what does Bitly do to support networks wanting to tie together tune-in messaging and live-tweeting with viewership?
Wallace: Most live-tweeting and tune-in campaigns are managed through the social management platforms that easily integrate with Bitly. If a TV network is a Bitly customer using one of these platforms, they can ensure every tweet includes a Bitlink for both branding and tracking purposes. Bitly can track the organic sharing of all Bitlinks and the network can easily see who their engaged audience is with Bitly’s Audience Data – it’s a level of insight way beyond “likes” and retweets tracking.
LR: How are networks using Bitly in ways that consumers may not recognize?
Wallace: Networks are using Bitly in ways consumers may not recognize with SMS, print, and OOH marketing. Traditionally, everyone thinks Bitly is social-only, but networks have realized the true value of a custom Bitlink that can be modified on the fly. For long lead marketing tactics with links that stay in market long term, changing a link destination is necessary to keep the content relevant and new. Bitly is the only marketing link tool with such capabilities.
Below, a guide to major networks’ customized Bitly links:
NBC Universal:
Esquire (esqm.ag)
Fandango (fandan.co)
E! (eonli.ne)
The Weather Channel (wxch.nl)
Oxygen (oxygen.tv)
Bravo (bravo.ly)
NBC News (nbcnews.to)
The Today Show (on.today.com)
MSNBC (on.msnbc.com)
The Grio (on.thegrio.com)
NBC Latino (nbcnews.to)
CNBC (cnb.cx)
ABC
ABC News (abcn.ws)
ABC Digital (abc.com.py)
Univision (1.uni.vi)
Fusion (fus.in)
Livewell Network (livewelln.co)
Fox
Fox News (fxn.ws)
Fox Sports (foxs.pt)
American Idol (idol.ly)
Utopia (utopia.ly)
20th Century Fox (fox.co)
Fox TV (fox.tv)
CBS
CBS News (cbsn.ws)
CBS Sports (cbsprt.co)
Showtime (s.sho.com)
Entertainment Tonight (et.tv)
Rachael Ray (rach.tv)
Viacom
Nickelodeon (at.nick.com)
CMT (at.cmt.com)
Comedy Central (on.cc.com)
MTV (on.mtv.com)
VH1 (on.vh1.com)
BET (bet.us)
HBO (itsh.bo)
ESPN (es.pn)