Link redirection, or link forwarding, is best handled using a 301 redirect, which is a code for SEOs, bots, and search engines (like Google) that basically says, "this page is permanently moved to 'that' location. Please go there."
In terms of a URL shortener, we use the 301 redirect to forward a user from the short link location to the destination URL location. So, for example, from a nice legible branded link like "https://support.rebrandly.com/hc/en-us/articles/224998067-What-is-a-UTM-Parameter" to our full URL including UTM parameters: "https://blog.rebrandly.com/utm-parameters-made-simple-guide-for-marketers/?utm_source=socal-media&utm_medium=post&utm_campaign=social-media"
The 301 redirect ensures that the SEO value of the link remains intact, thus making short links safe for use within blog posts and websites, if needed, without worrying about a devaluation of the link quality.