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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