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Link shortening in social posts

Last updated: April 19, 2024

Available with any of the following subscriptions, except where noted:

Marketing Hub   Professional , Enterprise
Legacy Marketing Hub Basic

HubSpot automatically shortens your link URLs when you publish social posts through HubSpot to save space, track clicks, and create simple links for your audience.

  • By default, HubSpot shortens all links shared within social posts to 23-character,, or tracking link. This link cannot be previewed in the social tool and will only display once the post is published. 
  • HubSpot automatically adds tracking parameters to URLs (utm_content, utm_medium, and utm_source) to track traffic metrics back to the original post. Custom tracking URLs are not supported in social posts published through HubSpot. 
  • While some social networks track multiple interactions with a post as a click, HubSpot only tracks direct clicks to the shortened URL as a click.
  • As an alternative to HubSpot's link shortener, you can purchase a branded short domain on Bitly and connect your Bitly account to HubSpot.
  • The 280-character limit for X posts includes URLs, so if you are including a link, your effective character limit is 257.
    • The character count within the social publishing tool will automatically adjust for the shortened link once a URL is added, but the link itself will not appear shortened until your post is published.
    • Images also count as links for this purpose, so including an image in your post will also use 23 characters.
  • If you downgrade or cancel your HubSpot account, all shortened links in your existing social posts will continue to work. 
Please note: HubSpot will always automatically shorten links shared within social posts using the,, or domain unless you have connected your own Bitly account. The automatic link shortening cannot be turned off.
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