Shortening a long link is used for convenience and to make it more attractive and easy to remember. But not in all cases a short link is needed.
First of all, it is necessary to take into account that users are mostly suspicious of shortened links. Therefore, for official sites and sites of state importance, it is not always worth using shortened links, especially in cases where this is not necessary. It is better for the link to be long, but the user can see it in full and be sure that he is going to a real site. Fraudsters like to use shortened links, so sometimes they can arouse suspicion, even when they are really used by an official site, and not a fake.
It is worth considering that shortened links may stop working overtime, for example, when the link shortening service breaks down or stops working. Therefore, if you need a link in the distant future, it is better not to shorten it at all. The same situation applies if the link is needed for a very short period of time, here and now. In this case, it is not necessary to shorten it at all.
In contracts, instructions, technical documents, it is better to use full links to avoid potential problems with their accessibility in the future.
A long link with keywords looks clear and concise to the user, if you shorten it to a version with several characters, then this can negatively affect the user's opinion and reduce the number of clicks on it.
In internal company systems, it also makes no sense to shorten long links, because users already know where they are going.
When the link is already short and concise enough, there is no point in creating a shortened version.
Sometimes it is important for companies and organizations that users see the full URL with their domain, so in such situations, shortening a long link does not make sense.
But despite all the cons, there are many arguments in favor of shortening links. Especially if these links are needed for use in social networks, qr codes, or contain marketing tags that are not needed by the user. In this case, using a url shortening service is justified and will bring much more benefit. The main thing is to choose a reliable service and shorten a long link to a short and attractive one. Such a link will be easy to remember, it will not take up much space and most importantly, it will allow you to view statistics on transitions, which is important for marketing research.