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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iWzWgvz7NSTB2\/\/4BexPx5tiyeW8s5jsBYjdcxY2F9wGVJBf56fvao5a2YiofTdY1KhX6URhS\/S2XF5JRd99axHLuGpfthM4sHw2noEgARXE9UGlq3R+CApd2dHVMm0zv6xhg7g4kgcXostabwzRUmPXlWbxmmQJuSpRhTbmXK5wBKsJtA+ytJ4eocGG0bfGeqpxbOoWhJhrc821OW8O4qfO0+Z\/djGB2tKu4nTUSZKD5BxQjyQ18oTLwmS+GDghifG5h2\/tZXEJLg\/kRhCtPs23ddjYltJ59uPKyPB\/038R9o5VxEGWMDHIQhPa+oXwKOAh4j+6Cwi2IEb+KSopi4deSfiNTXww9fn\/TNTgmALbRUvfzcJQHVWmTOUG+uKGiFEJ0VyucLO7wrJrda6r4vlPuUH1\/gz3d0k36Rq2HLx2Sgl0zkdGSw9lwdHnDiQ0LQsCYODjrf0KRs8ZnOVfKzzC1jMMm5wpUrkX6jq\/wXxdocdRKiOjj1unJXVL+bclFzYO\/nBATNlE8zM\/ii6xKFsINL0QAeQ3An2zo4UhYri2omkJIEuy8xnvakFhUi\/eEMW2fT5Ncfea5X29lQ3uAz6XDZtWk58iGoXh5Ja5lT5IbBwh0eY48\/KoRxeR8zcQYIOwPONJ5Q\/0F120Rp4pXb14mpPrw31SYdk8eeteD8gQ1Orwwe2Bi9diHj2Q64cwrYgHLTAZwNWbooSLw6NcPKgEJaq4Bn46kHvhEQE0aOv78p3+\/hMaRPZc4ynOuxOPdqSMypGnjVtQbfc7+B1BFijfWwT2SMAWhVlY2Ujwz+3Hw+VkMZxmE\/HdHuA3HMxP3I2S0cx5qnHbE1kyaCESZazivslSqb0YbLrNVTIuUfPCGNB3GRsojKFRdeR67K1SWhSHODISDZafnv87BTPc4LVXMgI6AjLpxb2\/4zINDhNMOcX33e\/ZTICnM08Ge+1btCbSyR+HMHCdh0U2WVpNXZdLWCUWST4Y3YuV7VgbNcRuMONVu6onadqNOXtix88wBQ\/+jL3zRQR6u2BYQ4W6B1D\/BGdYaJsdy66XQsiyqSNw\/GMe\/p1fCl6qe3SipJnDx6Kls\/r3dnUBlSx\/q2ChFwsHlm2M9sV3OnEPUnsBRwNKhwDHwU3vHm0dcovY3X7Rg2EIVvdBG8Inthh6zcVwtnwsPvpfGs1OZlJZdlRSBn6iubcNAMCzmPGMgU\/ZW4vS4tyEPCbk4HvUtcvO5Bquo6uKsnSwKbvQsg12C3VEjNojAA01xuy9RDRi+m0ajLtKmqsnvedXJovQZ1TtBm0V+RoIdabS71cjWbEwdlQJesd7ObkzVEprwVYePilwBlXuFOue6uFKif+2a5kTsS2CiZKnmRbzES1V6tGUffvygB0XeXUnnBw0MpqWVxl0D7+Eor+fehoLKE155JMY\/nDKpFAsLOtGWOXHdSyP+J6ZszRUpDZLCGyaq+tFf65HUI8dqfHYiwr2YvUkD01i6kXCkCdngJWYnNlZD4QbczVnanUf3SOR6Yt4t3629uvp7j8IubZ\/gN\/+Gq0+Znvb1qfbyKXfvntByk82wj3OniVWecTY2uBcGHQ\/AjKuXp0jZTajxEn3rR8j6tZcuh\/zgF8wZWOUsVG6UGcnTRX1nBlNAcDMs7QJAFyrVsfnk0eUqJYDIQoq9rleuly0junaiVMeDnZPPLBFo\/rZZ43lwIEqJExRy5JE6iPvr7BA2Sp2+MKHRspUT2rfHzGWt66ViuQiEu6Mzsq2RvBHdzYGiFEVJ8YqAyvK0hVLU1e+KbEDYgH6ZgIo+lBa6SQ84nX1rCCyGkn9RvGWinFzbtmDUg36cHqAbcXOu30+DYdlSM57ybX+2miY1BA7lgMH\/Z6sVvKnBPKyQy4nlNUT\/JqnbEKgHQCUh1mdaJ4\/ANpaHJ130SW6ZY3bp4gOoINP6US4TlUaSU6ArsLyFWfhA810CCyOQGGwu7QisAI2UzwzpgPe0oMdEEp4RXWpeo8bT8pfQzvGKUJiqDSWzpKmMyNbOgXkIPmbXgahhJwq2hLWYi+tct8DgyHJ3I1f0\/QUaSWTBAuCmcLgZVpBG784TP80lVUc4ovYL1\/HRE7alcWU+Ch7LhG9l\/pwu4qk09beZ7Iez5wIsQmgLqUXbrt7XDwQQ55n0lxEv3l0IOOOy2RQpjrqN3iLDHIy\/lG\/ZLriIZJ+TwqwbjsfLU2W2RmT8IvC8EWtvvMIYgF5a68FnXjUMlG9VVZNt+P0Y+itY+2Buuz6F8lr5e7cVZw065Tl6xB+jCJQNzblxuiCxb274e4LVqlmVnXzK5Rhgs6r1bWHe1fWbXP7XqfgUU5uF8h2276IcMZvvP7ifOUvP7QhgT9o2t3+dFenavbH++6edFGst6qIKybD1PtsJohaQ2byvvKSL1oUQOkK5BdFklG\/W+u91irunMJAgAkp9tYaDTRhW2YJnnaEdFN8ANHWvz8f1C0PxMMDrKoiXYyB6R9nvTKPl8iYxLex3+Ej9Vg5fMY4iGc9aPKWm5Tf9bAFAi54U2m24mQASR64kM51bBpCCycGoFzOpSOeBJLMJcFQdIdaHLn6i2MsykKBBwD46yYJ+y41ZNx90qBr3NihA9K3ruiGs+x+7aAHFrRqJCDp1Q6ZoT2IqYKvvpdzxBxS+Vn2TUj2O1M1m\/cObylJd3elwmMymLcNQpUN8OB1t0x4cun\/5KkavOoRiGjIIJ0q1VhPf336UUxsha4T2+IflxaP0L52jTi50qcRH0LHAUahthdS7SYBYI\/wtXnW7v3d\/sCHG+WYQIdy8rxcOwCnh7t+qGYcWhPGjiw59GlJ8ui1BOgj4AFbIznyIZBDtEJhaKUadpqkYoFw\/UwXURY5uy5eo0iT80ZsVFiJiC6G1SRHTs4ts7XM1UIggxM8Sqbw+ZdBFUVF5KkP3OK4xEPn4cJR1cOqZnq4vnlNsOr3WFDUTCAFWKRfBmsgMDfy9sDpk506w0pVJQJXyVO+DpAw7GVgRLS0RqGsbulMUD5LDlitlyCnRpXLCV\/Dwd3MMWBf\/4Ucb7eudxTFr05ilJVepltmAeATfUuKPDdV3jOJ+2OknJW\/j+m\/V7wJZsUH54swsOiQNng3w404AClZlHzpvg8Qav\/g4061f10D\/J7dFIEPW2AYwaH\/wydMa2dH8B7nnFtioYOkPqTlaP5l8PFDecaYYqlFfI7cUg86eoaJ1ZlT3DBsIChZXwNJa0UL+6TLhcW9CSwDOG5mJbaxFMuhc2q+2quPvesQ9mymAJH37Nqf4sgbejR6\/Q+J5IId9D93xET91lLCEIwBda1G5\/3bybDPY0xKxrGW81EMNFBwAuDwT6tMteY1rGzBnpoRkm8y\/+vdstKT6pso2skYd3qyiYn2nHLg+wWv4iSIV2pyTlkXcjxHJQbI4GWk11WyRZxDmto66KlTNgThiqOw2lrBr\/vc\/6FV8tGYGMfuKhrtFkFzLZ5eQlTt7YDsr+k8PTv4vnObftass5UR3KQv\/8yVpmLyuO7WtS3urp+hn7HXYo0oFlp9zz7m8JhHdvQ1bvqQfs3TxFiZZVEFgmFnIojvnjkX5q\/rLrkwJoY8kJYOLE2VHCL45UcxOVDznlHhq0WHV+NFwDuO6JQJLmQxerEvNOOT4uyKIIdXIKWppBAT4ZTZx+N9RJ391GvPqOhEV83cViV3GBC3UbZQVtvDho4XF9mmsHZhwNbTrVv9Ric7CVE9XyoMCqorOmnH3FiZ2ZfAyD3AHmIVLI0wkvCK1Ou44aAgOxuRdQ3W0GVjwPuSPTxMgB9l8iZconrsA5OncMw8R2fp+LOQgw9gruHL+IQnNOWKpa5oP735Kp2vdho3SAYvLQ4AI5wLJhfkyCe2GFSMjWcpLvDkoEv\/v8G0HXVCZEUnooF1+SSwoMKz64VrTg8R5bsikcsuGbYDYprz3Qsl2AxkKAih6Z0co7OBxiPB9TT7NGGfP8I554UBM1ODRWMZYj2CiENa4L\/AQxfy5C7BvaWx1HTfz7vnydU\/CaG5cIUQMWHU7uBcXO79D3tCdXWB40iscAiqPvYA89Bl2MQ5wTtBT3te6p8lafyyKcHXYy\/eQd+o\/kDHZ9VQxlqHNq8\/FFlM0cDuyg8PzIVNNzqq4KnP1mkHMbxL9VRImmgBLpbBBCwJYkjrIoTI7e2IvTSRg6ex2SBt5fIk2zsYDGGuycUZXCk\/mKkm\/UxZzYIgicGjPhYoti+7jUoADEDpH2Pz41hMDh0qJgJYEUoRXtmNVlECNIAOEgJxg646lPr0P3LCs+\/eoEaunbm3XqlhQtIlzWXxsWbjgz85vcGLkxlxiDCPtWLNsZV4v6HJW66fNHJFkYZOn2EqJ\/BqQrDumPVBXmLzIzCTfMFrQos9SWPIUnwgxYiu\/kTwnaDctfhU8pqFRwGt18MIifeHgT334bFr2D7R\/XccSw0eJQsK\/dFxKLS1RijOpBVNHmTsHCznCmGXP506rR3S+DL7FWi5vyBQPpW+gzZ\/wUsKCGqLHOL16SQRoGwceq2yyyKwVusRyUF5Lp\/Ys9I1v8qul8cUNqeYRmEo1P9e89wqY28c0qOo29lzk3NvT6yVsKsOpYuUw1P8WLEpKhY+MoMH+vL+8GjO7a+YvAtpQVNL64P0IgS+LP3zuGlnSpzRGAfDO+bIKZYsngckXE3tmYFNW7Y1r394kVa8FAttKJIkFp8m2ZGBFQhsmqedbUxksSmDV7vUvnaj1Z74i9m3dtRsBgQGItj7l0u+Tjt4oGQDDofbKJPjJaJghsnD5IFF78Pcg9zXAjzF9qAHdSCRUbzTGFFWQ4a97znjKaxJSh5EdV3DWt717PrhFalEHlL\/5G5hcTMFtYrqj7lmvIQZtPKtBxWq6FnIBcaLwlItaf5+F7gnHM\/8ZEXMBXh6SKkPGVO1zToXT+ejDngu\/e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