trends

Strategies for Better Mobile URLs

From short codes to custom addresses, URLs are becoming more mobile friendly and easier to share via social media. The simplistic nature of these customized and truncated addresses is meant to make them easier to type on small keyboards (or to speak via voice recognition systems) on a mobile device.

This evolution in Internet addressing is another fine example of where technological change is intersecting with branding and marketing.

Vanity URLs allow for more well-presented clips on social media, and they simply look cleaner.” -Steven Daris, CEO of Red Apple Media

For example, following in the footsteps of Facebook and parent company Twitter, Vine is now allowing its users to register custom vanity URLs, such as Vine.co/xbiz, which use short branded links to direct visitors to a poster’s profile on the social video sharing service.

According to Red Apple Media CEO Steven Daris, using a vanity URL on sites such as Vine or Facebook is always helpful for branding purposes.

“[Vanity URLs] allow every video posted to be immediately associated with your user account to ideally build a following,” Daris told XBIZ. “Though because you can’t name the video itself, you are still stuck with Vine.com/redapplemedia/[insert random key words here], so it’s not a perfect tool.”

Although the vanity URL capability is not the end-all for marketers, Daris finds value in the proposition on several fronts.

“If I owned a content site, let’s call it SexyFunTimes.com, I’d be happy to tease my videos with G-rated clips and benefit from the visual branding provided from the vanity URL on each,” Daris says. “While it doesn’t necessarily affect business, vanity URLs allow for more well-presented clips on social media, and they simply look cleaner.”

Daris notes that no matter what someone decides to use for branding and marketing, they should never stop tracking their progress; so they will know what works (and what does not); and recommends experimenting to see what it takes for a clip to “trend” online.

“Commoditize your efforts and don’t post for posting’s sake, especially if your videos are poorly done or feature content that violates strict terms of services,” Daris explains. “Your images — or even your account — can be removed at will, and you will end up doing more harm than good.”

This need for care makes seeking professional help a reasonable proposition.

BSG Public Relations’ chief Brian Gross told XBIZ that Vine’s new offering is an opportunity for adult performers to increase awareness for themselves and their brand.

“They are savvy in the fact that they know their audience,” Gross says. “They know what their audience wants [so] opportunities like this will be beneficial to everyone.”

Some observers predict that porn stars will be among the largest markets for vanity URLs, since they are useful for leveraging social media initiatives.

Adult social media marketer Lauren MacEwen of 7Veils.com says that custom URLs solve a publicity problem for performers and promoters who can now share their profiles.

“The only way for people to follow you was directly on the Vine app, through one of your videos. [The new] custom URL will allow people to share their actual Vine profiles, as opposed to a single Vine,” MacEwen explains. “It will be able to mirror your branding, thus reinforcing your social and overall branding strategies.”

MacEwen notes that custom URLs allow performers to increase their following by sharing profiles, and to protect their brand by grabbing their “official” name. Vine saves custom URLs reflecting the names of verified Twitter users for the use of these accounts, but still requires users to register their URL.

“Claiming your name also insures that the property is yours and not being used by someone trading on your name,” MacEwen added. “It gives you the opportunity to add more authenticity to your Vines.”

When performers are crafting a persona, fostering this sense of authenticity is vital. For webmasters accustomed to crafting long, key word laden, search engine friendly URLs, the shift to short, branded URLs may be more of a challenge than it is for models used to texting at the speed of light — and who most appreciate an easy to type URL.

Vanity URLs along with custom content promoted via social media makes a fabulous opportunity for performers seeking to control their stardom — but is a balancing act that only pays dividends if done carefully, and according to the rules of the sites being used.

There are other less obvious concerns as well; including the ultimate ownership of the material posted on social media sites, its legitimate reuse by the host site, and its piracy — along with other unexpected surprises that can affect the balance of benefit vs. “cost.”

“Remember, once you release your content on a third-party site, you give up all rights to the images used,” Red Apple Media’s Daris concludes. “So make sure it’s worth it.”

Related:  

Copyright © 2024 Adnet Media. All Rights Reserved. XBIZ is a trademark of Adnet Media.
Reproduction in whole or in part in any form or medium without express written permission is prohibited.

More Articles

profile

WIA Profile: Holly Randall

If you’re one of the many regular listeners to Holly Randall’s celebrated podcast, you are already familiar with her charming intro spiel: “Hi, I’m Holly Randall and welcome to my podcast, ‘Holly Randall Unfiltered.’ This is the show about sex, the adult industry and the people in it.

Women In Adult ·
trends

What's Hot Now: Leading Content Players on Trending Genres, Monetization Strategies

The juggernaut creator economy hurtles along, fueled by ever-ascendant demand for personality-based authenticity and intimacy — yet any reports of the demise of the traditional paysite are greatly exaggerated.

Alejandro Freixes ·
opinion

An Ethical Approach to Global Tech Staffing

One thing my 24-year career as a technologist working to support the online adult entertainment industry has taught me about is the power of global staffing. Without a doubt, I have achieved significantly more business success as a direct result of hiring abroad.

Brad Mitchell ·
opinion

Finding the Right Payment Partner

Whenever I am talking with businesses that are just getting started, one particular question comes up a lot: “How do I get a merchant account?” It’s a simple question, but it has a complicated answer.

Jonathan Corona ·
opinion

The Taxman Cometh for Every Business

February may be the month of romance, but it is also a time when we need to think about something that inspires very little love: taxes. April is not far away, and the taxman is always waiting. This year, federal and most state income taxes are due Monday, April 15.

Cathy Beardsley ·
opinion

The Continuous Journey of Legal Compliance in Adult

The adult entertainment industry is teeming with opportunity but is also fraught with challenges, from anticipating consumer behavior to keeping up with technological innovation. The most labyrinthine of all challenges, however, is the world of legal compliance.

Corey D. Silverstein ·
profile

Alexzandra Kekesi Takes Charge as Aylo's Head of Community and Brand

While Alexzandra Kekesi was earning her bachelor’s degree in women’s studies from the Simone de Beauvoir Institute at Concordia University, feminist thinkers influenced her deeply, inspiring her passion for sex work advocacy.

Alejandro Freixes ·
opinion

New Year, New Tools for Tackling Chargebacks

Happy New Year! Looking back, 2023 saw some important developments for the industry. Visa lowered the limit on credit card surcharges to 3%, AI continued growing fast and Mastercard published an update to its Business Risk Assessment and Mitigation (BRAM) program.

Jonathan Corona ·
opinion

The Next Frontier in Computing, Storage Is Here

While I typically steer clear of diving too deeply into the technical nitty-gritty, in this month’s column I’m making an exception, because there’s a technological evolution underway that has the potential to fundamentally enhance technical outcomes and, more importantly, grow revenue.

Brad Mitchell ·
opinion

Raising Awareness and Taking Action Against Financial Discrimination

While foes of the adult entertainment industry often focus on “moral” concerns and perpetuate social stigmas, another form of attack can be equally or even more damaging: financial discrimination.

Corey D. Silverstein ·
Show More