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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