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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eO0uTl7QR12S8e8TCPm6gS7YjLly1rSe1GX5s5q7wJMW2ZltkS0MlWiIETcvNe8RN3Hx3QTUaNZ0gOxid\/VQlkrH8z5+zqpngDvS60RBrJV3rqJ83GTySxXjmUWdcQh4ZlFfTeb2WaTPK9UEeVjZ6FKz7gv6KL4dHTYA7wZd8Pg8Nrd2rHll+q4tIslUwk++bZqyXbjcRuTVVmZhXePnaaoPuoEhjV1JnkzCBE4S4mDpdt0g8ZCAULYllCEGWpzh\/rJh2dsbvQq0VpD674ec2hsL5XIFJwx8QFDLkxnnGaLRnNBc1H5hviYoz0\/KM245ovn1BCwesliafz5S3FMep8xR+SGC3mNIpeM09WzjVKGKNQIJF5VmbGmSmSNsJXEmSAd9Hjk6PEr1nh1\/UFFD5QBD59\/YGF9+tFnLW1J1fcplMNO103vsym+dCjMi9EwDQiPuEYbZWtibCRMJ+y45XJ5ztAx3WBA9BrPPDHwDM3bQKOxGqTfqsL0pehWgchcCI7QsQVRdqDQg08RsVG9LGjBv6y4dcXaJWj\/ANNLg38grVBRXb7IEel59DYqQg6wNIqkuAb\/Xy\/ml9Ucbjc27ByuVTcWQH8oGBbgqfx2d82\/nzVvRwRAy9J10x4osBqjg54zwfwA4ooKtLaWAsqt2P0dAkC2pf0SwtTZ7SGYlmbviLmzRjlMX0eDpNE2pza85PDeZx4jZR7tTwMXp28ZoW1nbiWaUQCW9W\/izibjG\/r7ldlfIRafZPOcmBtAt7+\/gklrD5EZ0XmDt+6ZoHQMFC5j\/jE\/V\/W+GNl\/IIo8tCkOKkF0e2IaIhPa+wbd8Vc1joCBk0w4I7JUSvkuct3ttGrKMa790sb\/juSlwqW8kCeWCr2nNcptxC1B2IXWFXKJK0wfm9xlp3nTDC+PIDDKXEuixA6i2aKvcKNxHHMRPVuJjxrQUQYImVV1a9xA\/Br2FHrOrXEow4hbHSomGlMpzggPF7gDZ5Rlk9kLXkSKCKUKmjkJWczsE\/e873IUhH547RO41GdLVj1TN\/lNq7SWwTnCO\/Ow+q518LuarQEHAFpmA1Zg06IJ4qLv5TXCLq6SwkuhnKUH95GGPFT0w\/m367aczqEMwEXsErjqEukrEpqvx47H3dumj29rJcaF2MDtztjE4UrMsrwtk9F24U5xrpAIwTjaVX2SMpwKST+423snxFYdbqjnOcxp6qWHUuOUpvlgsnFkkMrVVNr6wHcreJrTwueUiOXpHS5fYJaDjyG+oyGbxSLPZ3KeJwvSFj\/bht27msgfBRcI6zhANv2l0vUSsqxkLgbEUhqURGwZNYxBpYdGJ30zQm7h3G4LxCllhg5YsmPim4sU8hGVgLf3lutjzTZNFyQPjccz0Ai89Gqn3FNaN9yw5FBweIKYdtUgEM\/cqq3H0mOZcYcCloNG4C+R+eTbSDVyj35obQ6hLSboh7lA4qCgLu2nA1KD4CW6kXmG7jdEH4NCxZf0UVyTqv5o6Sw67Tui7JQ+UYSOWqOdUh42s\/vNkrqV7ufxu3P+xdpkdFr6sIYu7Zto8t1arDDzdVjrGP1Fbb5vWJ5OaBBPxawc+6sIMt47sf9Z7uC63Qrj9xw11kaavL7sIlqcuRVcvhIdiZf5UcM6Gwu6UagfvVugY4aQ4whwjJQSqTx4787fIgOmUL\/xlo4Fc+YTkM5y6+Aq\/3DfTbiCytDoh409G4P0LmE3NGxMZgKKB+gxqIcqXKWmJFxk61c8FGfLGUugizsq4ov7xb5SCQj8Eef7QMiq1ZVKwJeLzHgzutj54fz\/vcwNRQ3d66HaRiddsO9N1iwL7VmOaElQdbbOxqjABFN0\/V5itf1ZLpXJ11IKGeMUwLLCvZifMqv1DBsfshC4dQQFFHK8QNNbY+PUG8J\/gVKt2QB4yxq+vrMnae5wFlrQ46HuLxlwLsLaT+90y0h9HBCE420gM+mVaDAwOEl98+CIGTHx6BdIvdCRpLFaaGJCe5s0JzzBNdUjAQjzZt18aokOZA7MrToQUZ65Wy5J7K+828tehHjJhjxeb5efQWb0+LWuQeJYfHba2eca4Mh3Cm+CjTnaIJiYI1gfWYDng4oxOuG4k89n8I1tqOqQ0acg6lg7ZzQNCIiKLgyjzSqsWwVOKJXYgnD9h6g\/YgWmBee6OpgyPAgeJbIJ4K1QmXR5p2lTCKemlFXZTYfglL6z3vhKyIEsycS+YZu5tCFtAc800Mt7pTrh\/Awm3W9vPVQizM4gB9YU3mYlc\/BohyXy45jyDM5C5SWZ9kie\/Fr6CkZw\/7P72aIt04SeUXXUy\/gwfVBugAAT493IIRsHnfZkrEbsvQpkkcLoamXfxIQKj6yeGNVTvyvCmEonQ\/wyraVRfOY5G63dR5F5DN4CJb+evIpPdtA7bZH9Z2mANpvelxU3T7EsI\/Uxs+8ZPRP203uR+zEGc2dtGqNpbFcyEv3stvtK3BR8u2xwUZXubviQ96x00OXdO+mz0+PMU7Q+UbEbsNIkqiFBtZWWPd34eYzSBWvR5WgdikS5JJkY8E1iSY7HjcIraT4zHgAJ9XlXdWtVkPlD9RyXvoFioBNw6a5LPctAuol48ZCn9C0MhreKixZ054G0sTEzawGVnHTSveLtF2VNedvS3p+le5KlLM5WK1caoVJjsMlwEhgDcgXXU8pOZ0cz6A67tgehOPKSbVPTOep8i8tbgV2cEwT3pJmKXoo2vm7h1B7QHadiXaRemxJ+xBy6XB2oZuSr9MVGOcAub\/MV9\/swLIlH0thUkeA\/W30tEXhmN\/Jr\/LE+1sxObqRW659OsVuRygVC5yO30DJbMY+tWYwiHpGY1hYWjK1irVBKbI2wgmK4Rqs9W0EVznkvrtVN0nM885rHqvA95R3Yd2\/4iD52ZPx8OPxUFLyO+JXK4yd9yGcivxz0gsEn6oxq60AJkTZTcEB7Zd2xyQ\/34JV2XeYULOrMpgw7j3jVuk4ctJqz\/YsJWKWZu2hBKOiE8nDnCOeE2DrfEWKB+pHLVc5hP3\/HqODgkbF++5vKwxW8J\/5lfUT5qqTFdPoFYQ4+GU+6qTumI4kYEY0bmShyk0GinQC03IpvqyRKweL8TNdLSUwnxlkpa5+IlY5F\/Vhp873oA0Allopov7Oe5X1TqRGjzNVJ0L2BguLjc1CMzyEHvw+zqn1GGeZ+K1esBjomMlWHa0Oh+TMg5Lk8R8lxej0mY70hZnrdU1FKYSuSCiT1R7N6WA1KPlbbgrxH9V6yS714qRhLv4UKqs0JM9QOb8\/TwvFAQ4l2E2GlEXyNDStSvOr4Ejir1bPeW2hzZZ+FpwS3bPXAT0wehDrvOTjLQPuTKDdGT\/KzzuNK0Br3IQlRt8hywBXyHkgPNKizLrdF38pi4apr6s\/pxWpSbo19wMSk\/oTE\/RScIOdgpMhgTphGufiFLDtiKXc4lSAqWD1Zx6lXUCnG5pu9f6k1KJ+bjRbKCHcFNXEOtEh9FKdAjHXVP9hzD81kHCEMYRpp7iNbe5LtxnMDBeeHhOVFFc8Z52TRwpD\/wgMSGXwxr8d1E7QzBmCmAcZC8LnjGVinNfsnvBpQmHqI\/xXmD\/uMnaTCdEsH5GMtb49RXyt1HoVs9HUKJyeqf1Uft3XGMyq+Q3Gbhz0UwKGXGBeNtXDVAGvFsrPG9QHqDxPboR\/fHQXfmrKf8Awxvwq\/9u6U2j8NSQsBsh77+9qATOKH3l5YQM74ahYZpUo7NY39lxeTdZLWvxlSD8DbfjC+KTzihxtpVTxETg+iysoc+uFaIWMOkHLC0GpyNnrqyJXpkD2LUm8BGbOfjkajHoFT8NE6NIbT9lYZcZVztj3Rpt87f1sia81X7oAeqMlD9rHLQk3sZOGjMVBzCTqLQV5DGVATPWRozU8Ewd2lmlXwqITgcOtpzfqeTPQgd0HLu86my8M+ijns04bwlzewW1DlhT4D6ZhToBQ9QnqWsVzWYkAwun20XvpN6VJTESMjnulrDdzygJ1vHxoQE4mH9IZlWAn7HT\/T0Jx8J5cMx8qADERUYfUS2gEXYJ3vasp+wIXvHOj3vFAJ1dBCtcpKhwL2rpRtfXLVeHNXHBoiQguBs\/tK9gFU40ylw4GkQDS15QuLHCxw150z9PrtXA2nXHCi85Z+t0ZzUjEmCc4PP0q0RNLcyAUXzkECbEHk9NJKPiHXweWlFBSZrswCA3ptyTDYqzn4BsTAjwsB55uE3IpS7WDl1QLaXxByQDwcIlf\/cX1w7obANaWk+OyXf66eitqr2FZrXPL4BlqlSasZfICaI4M3vQR78llpnTfxX5g7Wsi7DU+DVisHh2r8ZGzV12eMkdlzGQ7UGkjMMHtShDpDdwzcHEhi1WEwV8pRKw1qAHkPWiNx2gCq0PnFRg\/la0XrO46EGDtDfU+HOrD1UrFLqEXtMiX5EDSmetG+qDloho+3ei9pyEkf+q2j742OtdyjSQSwg7L\/SXXdeWonVHMfHgGwN0RWBaJ9Nuv7DQ3eIkem+wN8SLtNUTGfopgnBh5zNAvWquXKMRhHB20aN77p21iJ\/r+GWvdYycm95Lw\/OlVM9hW1icbztTDOfxjZhH\/JRlbYnt2sKuN2qTOqmB3mbhVH\/RhpEcfPYtu+Amp8ojgAY\/wMVXR6l8uFMxhRPuS8otEomglNHZFP4QXbQHlwMglPlvNeLHTPgQ5HNeRmVq32ELk5pAx6l+A9d0ptajR4RHRHiKSzVwXETady4+QhWz7I5XCnaqSFGcUHNafxt2HDkMLIX6t5aYb4wEouD6RL9TVMCYX2lR6YM+3koOFrwRh2Bvek5pVB\/loPEvoix1SaZhieQZWYnkami3UxD5dX7NGByxz9lnYxnS55AJ2EaRVOE0+GYwHEICCH16xL+uvZDbY7EWL+aVm79FE1kPKVy7fzWPkKvrFJG4LifAY4iXe216o8g="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