We've conducted a series of tests that provided us with the finding that using your own branded domain when sharing your links will increase your links CTR by 35% or more.
When you think about it from a user's point of view - the reason for this increase is rather simple.
- A short unbranded link such as clk.im/SaSxm provides people with zero ability to understand who owns this link and where the link will take them. Furthermore - many people simply don't trust generic short links since these types of links have been used over and over again to distribute viruses, malware, conduct phishing and other malicious activities.
- A branded marketing link such as shalev.co/PeopleAreAwesome provides people with a better understanding of what they can expect to see once they reach the destination. Furthermore - using your own branded domain reinforces trust and provides people with a sense of security - after all why would the brand I love and appreciate send me to a destination that could be malicious?