Understanding Your Links: How To Use Product & Store URLS

As an event organizer, getting the word out about your upcoming event is your top priority. To make ticketing and promotion as seamless as possible, our platform provides you with direct links to your events.

This quick guide will walk you through how to use your Store URL and Product URL to start driving ticket sales immediately, plus how custom short links work when you need them.

Understanding Your Links

When your event goes live on the Black Soul Summer platform, you automatically gain access to two very important links:

The Product URL: This is the direct link to a specific event. When attendees click this, they are taken straight to the checkout page for that single event.
The Store URL: This is the link to your overall organizer profile or “storefront.” If you are hosting multiple events, selling merch, or want people to see everything you have going on for Black Soul Summer, this is the link to share.

The Advantage of Direct Links: Zero Wait Time

While we offer custom URLs (more on that below), we highly recommend using your standard Product and Store URLs for your digital promotion.

Why? Quick turnaround times. Your standard links are generated automatically the moment your event is published. There is no waiting for approval and no back-and-forth. You can immediately copy these links and drop them into:

Your Instagram or TikTok bio (or Linktree/Linkin.bio).
Facebook Event pages.
Instagram Stories (using the “Link” sticker).
Email blasts and text message campaigns.

In the digital world, your standard URLs are the fastest way to get your audience from scrolling to buying.

Need Something Catchier? Requesting a Custom “Short” URL

We understand that a long web address doesn’t always look great on printed materials like flyers, posters, or business cards. For these situations, organizers can request a Custom Shortened URL (e.g., blacksoulsummer.com/vibe-check).

Because these links impact how your event appears on search engines, they must be requested and manually set up by our team.

How Custom Links Work (and Why We Use 301 Redirects)

When our team creates your custom short link, we don’t just build a duplicate page. Instead, we set up a 301 Permanent Redirect. This is a behind-the-scenes web standard that tells search engines like Google: “Treat this short link as if it is the exact same thing as the main product page.”

Here is why this is the best choice for your event’s visibility:

You Capture All the SEO Value: If your short link gets shared and linked across the web (on blogs, digital magazines, etc.), 95-99% of that Search Engine Optimization (SEO) value is funneled directly to your main product URL.
It Establishes the “Real” Page: It solidifies your standard, longer WooCommerce URL as the official, canonical destination for your event. This prevents search engines from getting confused by duplicate links.
It’s “Permanent” Enough: Even if the event eventually passes or your tickets sell out, the link structure itself was permanent for the duration of your campaign, ensuring you build a strong digital footprint.

Important Note: Because custom short URLs are manually configured to ensure perfect SEO routing, they require a bit of lead time. To avoid stalling your promotional momentum, we recommend launching your digital campaign with your standard Product/Store URLs while you wait for your custom flyer link to be finalized.