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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