Marketing
June 3, 2024
A new report ties brand success on the short-form video platform to mixing owned, organic and influencer posts. Image credit: Getty
By Zach James
Findings from new research suggest brands embrace multiple forms of marketing on social media to better foster full-funnel growth.
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