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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","iv":"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