The New Bitly: From Short URLs To Social Network

bitly-fish-logoBitly has rolled out a major overhaul today, expanding its service beyond URL shortening into something that looks like its own social network, with bits of Stumbleupon and in the mix, too.

The update includes a new user interface (with a new fish logo, shown at right), new user profile pages, more visibility for what friends are sharing, a new iPhone app, an improved search tool, better privacy controls and more. Like I said — a major overhaul.

What’s strange, at least to me, is that URL shortening almost seems like an afterthought in the new design. Or, more likely, it’s being purposely played down in favor of the focus on content and sharing. Here’s a look at some of the new features.

Bitly’s New Home Page

Many changes are visible the moment you visit The focus is no longer on shortening a URL, but on the content that you — and your friends — have already shortened.


Rather than devoting a few hundred pixels to its URL shortening tool, Bitly emphasizes what you’ve already shared — and includes a speedy search box to help locate previously shortened content.

The right column shows recently shortened links from your network — your Facebook and/or Twitter friends, if Bitly knows about them. (Bitly users control that via the Connected Accounts page.)

You can’t actually shorten a link (in Bitly’s traditional sense) right from the home page. The URL shortener is now part of the “Add a bitmark” tool in the upper right of the screen. Rather than just behaving as a URL shortener, Bitly is now focusing on the idea of saving bookmarks — or “bitmarks” as Bitly calls them.

Saving & Sharing Links

Bitly has also added some new features related to the individual links that are shortened and saved:

  • Users can make saved links private or public (and a new Profile setting can make all links public or private by default).
  • Saved links can be shared via email.
  • Whether sharing socially or via email, users can include a note to send out with the link.


When you save a bitmark, the short URL is down at the bottom of the screen almost as an afterthought, with the social and sharing options taking center stage. You still can use Bitly just for making short URLs, but you have to go through at least the beginning of this sharing interface just to get the shorter URL.

Bitly Profiles & Analytics

The new Bitly profile is similar to the home page with its focus on content that’s been saved/shortened.


One noticeable change that has some users upset and/or confused is that stats/analytics for each link are no longer visible directly on the home page or the profile page — you have to make an extra click, either to the individual link or to the stats page where all recent links are saved and shown.


Bitly has also announced its first iPhone app, along with a new Chrome extension, new bookmarklet and updates to its Bundles feature.

Add it all together, and this step shows that Bitly wants to be a lot more than just a URL shortening tool. Whether its users want Bitly to be more than that, too, remains to be seen.

Related Topics: Channel: Social Media Marketing | Features & Analysis | Marketing Tools | Marketing Tools: URL Shorteners | Top News


About The Author: is Editor-In-Chief of Marketing Land. His news career includes time spent in TV, radio, and print journalism. His web career continues to include a small number of SEO and social media consulting clients, as well as regular speaking engagements at marketing events around the U.S. He recently launched a site dedicated to Google Glass called Glass Almanac and also blogs at Small Business Search Marketing. Matt can be found on Twitter at @MattMcGee and/or on Google Plus. You can read Matt's disclosures on his personal blog.

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  • Drew Allen

    I like their enthusiasm here, but honestly, removing basic functionality, to me is always a step backwards., and then I paste my URL, and boom. shortened. You can’t get it simpler than that. But you shouldn’t make it more complicated than that. Or at least provide a URL of some kind that takes you straight to the URL shortener.

  • Michael Cropper

    Likely reason for the change is that a more integrated platform would be easier to attract advertisers to and begin making some money.

    I agree though, I also liked the simplistic functionality previously. 

  • todojogo

    The new Bitly profile is similar to the home page with its focus on content that’s been saved/shortened.

  • Andre Allen

    Hmm I see where they are going and while we can still shorten url’s the new features to me seem a move in the right direction.

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