Remember back in 2013 when Harvard researchers discovered that nearly 70% of old scientific links no longer worked? The internet is volatile — what was available yesterday may simply vanish today. But sometimes this very “temporariness” becomes an advantage, especially when it comes to short URLs.
Why do we even need expiring links?
In marketing and communications, limited access is often crucial. Imagine these scenarios:
One-time discounts: a promo code is valid for just 24 hours, after which the link should redirect to a regular page.
Exclusive file access: a PDF or e-book available only to webinar participants, expiring after a week.
Testing campaigns: you launch a landing page to measure reactions, then close it once analysis is complete.
If such links remain active forever, they can confuse users, devalue the offer, and even harm your brand’s reputation.
Key benefits of temporary links
Create urgency: time limits drive faster decisions and higher click-through rates.
Reduce risks: outdated content won’t resurface in search or damage your company’s image.
Enable flexibility: you can redirect traffic after the link’s expiration to a new offer or homepage.
Simplify analytics: you get a clear view of how many people engaged during the campaign’s active window.
How it works in practice
Most modern short link services, such as Surl.li, allow you to set an expiration date. Once the link expires, you decide where to send the user — a new campaign, a 404 page, or your homepage.
Conclusion
Temporary short URLs are not about limitations — they’re about smart strategy. They help brands stay relevant, manage audience attention, and increase the value of each click. For businesses running promotions, offering exclusive content, or testing new ideas, these links are an essential tool.