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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ALViHxn\/YC8eLohrxN9k\/\/nNMhtMgpbQDSglKsmS34LrdVm7ZZrWNCfIs5G3o8NeDYrNDcLOobN+EWulrDaElB3goWq0lO5Wz77sDxNcj49U8RCmwo7sDSKR+719B1bwDuxnRYuvTK7PeXPPGUy\/X38UxOxX1lMFgKNN0om\/2DsJGKbUvwALKTTZM8dmEKbYe0iPzpcOxMUNI2mLoJgWt4dgwoRTs1tgUkznqqUM8VdEYOiwxsuSNy0Ko9DnTiQIFwM6xWVatho3zjByX4kf0u88OUgfdwzdpTkA4PV43AcqRGpDi3K+EhhLZlKHHmUvwy09MmsC78CdssISa866lbw+p0ZdkZqKrZ60hJffSqehWPADZ\/NK34nSunUMA4cFW+oR6imqap6THWya6p1dPXWIh992Eimlft+sPOondcjW7g0uQXh7M7Hln093yEKVpKcYQK6MUB2K\/iEiwiXAtnKKl8yPUe+xBVBgYTJK7BqpOKF\/a5jaKoQDJnCZOW5y1+vqfYs6ozwstVogytf66FXs5IviZk3qZzWMqrqH3QYgwg6iUyCTc9kFhPJnbvbRWTJizsONJcpgGdHBS3SyX2Yx8QL8TmMlDlfXrG2IasO5GkpFLr2H6bfdKMkh3qXbHaGe7nZhN0EKRFEP1PDbhNnGkCEMygwXH16wO\/GtzhqX9U3oN68EyXEtgSsTbrlWSpjfcyZEotmvNRQ9h5xg5oFY7Wo\/92kwp2ehN8C158eJ729fUL7GsQGsgWyC6yKm5GeSgQc3fFIJRxWqLahO07C43b90UiBTHUM9E2DESVHCR3bNK3eEod35VulMLH4jD87kf94mINHTnJapVOJsGGlF+q0cU4j\/HIAuCAd4E1sYA3gpp+BLWpUJXniABDOSioSm2NRkSjgJyN9sxi+mVC\/ayuKUxp8cW9K64etwTX69rQTs8PagTIi\/w6qlFRiD+DTgI7esBRLFgC1XTxHHrxfn70WNNaqR6Tmoc117YtOhEMQjsjNpHKoSF6Zqv5P8UJVAXoVeGEEml+JYsi9aWzjaUSozX+Odpi+dgxK7En79IRKSjPdCZnqJwaLq+bjFIsoM0+HnWThWRipqDIsSgqk6Sgy8Ipi6BeXKGJApk3BbxsXGZh0fA7IGPRH6vO0CPnBDf38exOuMXQMOfJFrRWwwO9\/EVcqsGM8nBa9wGlp+WC9MzZn\/V2FDk0rJoH3VFYhLuu87Kitnb8WNItr0fiqTB9t5FokMyqgI2L9N1\/pb7bFKQM21WVKljIcwaf7eAQvHXjaYEYibnoEsS8+d+cIyJ+oLvkMEVyatEbfe+ZHfIyc8EsVAfzR3aD9jFvz\/cgnZ\/Uo26luhcjdcwrLr1esdWJEZZ0mHMivdXIcDo4aDTC6eQCjQ7Sjs220dBEbN4mZmTHzfOSeDS3RzKSywd1NzxFfOZ4UCCoA8jqILJtMpdWGmHlfXWiQNacl0QLQan15E7YW0gZdCPP90wnP5Gi2feXbSYbvoc6Zgxh78jonLrF3URjYY0+doVYdM8eKxK1cn00yGiCNmeSizWm6KeLYtioBsYrT9dEM9Wg5qEBVNlVExR0WsPxkruKWxIuJQfKI4lm4sT4SJgaHgndCO64VPg57PlBmriTUTTZzpv0Q8spzLnB79NMqIzt2crKPFVKebelF4ANzaZd2rhzWoj\/D4anBfOBxhwIRBFgXYrR9y1slJeMBIme9NVnJfNXk7vUTj1KKAXsGa8H37dpZ2AOSg7mNIgQdwFnFMsAr5GJjZV5E5dJPeZ8gIA7KcwuGUibeYLW0Rql3BC1Q9JBM5TU9QRrCn3r9GubP1vsYDCxUptBPUtLsJHTTwLiAkJnceRFnaK2Zrf1c0rBvm5iQhGhuyQDjhKLDiQJtTb1060NOGYAx3iOv4rqFskQhkol7DuGKlJAllGHZW9odFJyBGTVxWBJJoXpqvzkMA0qJon2S5qrqKUezSCyFsZZAXCePZFdPW+38uT9fDAngP\/YifzVzLWGLTwM4ffL9A4\/kXJAq6qJBA3RsRVpOOcPjc\/KtVrMRu9r5Fyc1BnrynYiduY8Lgr2yHc5tPunxFn5VYTNzcl9RaabKp7zK5mOqpMI31JsCXxQZemF56NEF6JCDM2kye6qEAshJRhfs9xgehs3g7z7QudU0ueMIsaigpg9DZOSJcP40mM1pGpe62X0VoCeeuFTZMSLjQuwYeCgQIhCbw1jTlZ0WpnZBNYVOL2jz70t\/u9oouudIgoVqVJ\/jLgPXK48CYITPJ7czFU271qfapZ9aI2vjqknfLFP9rAEipr+jOKsCheFWo1HT4TKpx1aRQJzQb3u8Lt\/lYL+ug7WRf1L+OgNWDP\/KDQTJM7aC7s\/HQiW59HNiiQS2qrcJ43aDkSPnfFlIEBQSb5w\/l7GT8+eiMU\/cXI78qmJ3wpHi3wWim6QSDy4zBp383ed+y71RGp+pcjNt5V8MtUmZmbCOsMqkH+0dtMjhtIc5\/sKyVjkKo\/vSiYJZ8elWhmaM+tyyyI\/WwnlRArKBBsRAVOOGz8bmh8xMGrkIEA+PlU5dW3zseeYUf\/wX0GKlQxyj4OYRK0Ha\/ojXlqBaQM36csqYJm8yNPSnDfiLIPqatyT0EDD30BziylzDHTRJ70iw4kcnKuSQePFlXQjwz9ii2uGrWPW0NqHbBn7bqIkOgOXX1\/N9soWv6\/wSZ+hcH4Xu4RaR4C4XzU5539e+Qo0IUo01e6tzVtEGUWmgftpjUV6u18vXq\/xOqkG0QQ0zR1p7fUYLQUPBpolnSB9M1hXBH4lQmnAhaJLm4fcqcX\/7HaOpIPirJBF2rcSjugSWogAsboSKfuJQIHW2sjs+UQQT6p12pi0DAur7r\/yL66WhLcdl7jIjbvWHQYFRWjnja3Xmaev4i7qEGuoUpGEldEMWhwsPdSqncZ33uu4RMlroATzSL0+5c7e7N5q2sNfmYfPq0PQ3B2S3\/Dgsp6TabZ\/WK1yuOIaW1TjVWo\/usa8IPg+Z0gU2zxmtmiIj0A17EqFNY3Nh2FUty0MuAoTgORUqfAst6Dp\/SQKJyoz70+0vPv8UdruOlwuKF3nYL7NL2wKWqV0JWezaxF9buzG6Gf25Ki9Rro575Z51tCd69rH5OWLWEV0gBQmjA\/jT5Zu\/vhiZ5BTLGYIp7kkSxmzvn8oEDnuskL1uloy3CYJ7+VyFe6Ww9dGKHjj4d6MNBmq0IXAQcU2OJUzaiqVi499LaTywKwZETZKaAPYzf4i\/es06jj\/7M3JUnDUaTjKUI+x8mu1mEJy39NJzMusN1Osn2MRdUEUih\/teUrF\/osDmFpMGgLhq6EZ3v6L2DPra\/1UjVInEaEonn8cNbW1w0T1WIT0ZOrL\/lomzr9CqWAKu8t08RrywNhrZvDnl9KRWq872POpqiO9s7wAqVc+Xmr8FoF7VWvUmChOP3xOXparzLWJU8ofjfQPPu889R\/RjsL4\/Gjdhwcqdcsg8Y8oCb2x43Wa5NFHI+Ai3Tv3SY+1oJWREuOWd2kHUQ7t23MnWYRQdCeUlmZ5p38NhERMb1EvWYKwsCxRl32\/1RjGsJ7vkglG+zKzluiYpBsqJ7wLEzy+ZxPJND0omiq5q9LqpLTA7pXcUDZvEXl4Uw0GejhLQ+0rMXUR8j4OKpcE4hk39qwdogK4VhyZ+goHIpRNLj3H6daIjuNRPOKl0ZbOU4p11H1bM+O+Oc0QpPKZ0Ig1jbIdtoVn6ExbUtIjxVX7ayUbDFgtv2D4\/p1NPobaHZU3UEwLWOjwFKlsVZ6++UWW+AGl58rqaduTsq\/MI2Dbxngdxskc8A5M6ZxOGAj+NXyEg+fGql9snu4agNzJc7IaapL2ajv3QeJfYbt4ZxlRLllqgbHzorVOaa3Vv+eEvtxaehP7U2luRU7az1V\/TvlrsF0P5SGaRvmNumpjKmwGReCat6FIKdvqrQz3Fh4moO0EI5rD6xsrkDkINpFoR6CC44RMCJjHPm78u7Zm\/VfqSh15e5qCc1l\/0NeP3DBpJsPyaEIUUttInEIyXvehl4Iek6DYVtuX9LBZ11XkRjNQRZgVh0WO20QitCYN6XXwMFydLh9ekWB7HXHkgqkRiCctyv789Iuzit4\/1ER2OIpjpqpmVE3vKJAetGXq0B2zDUIfG8bidi0RvbGs37Qq7IDMH7r60tWbgHTPUqolgihBKeaxi62IUZQxtLeIIOnZqxLZ+f\/1\/dHnW3fmENH5FJoxJZYZKuP2zBo6kyqIEPNe75FupQBk+jsIr+5Ia+ssz+SNSHIl4O\/RTWwYJpAx4IXo6W5T69ugu64FTUcOBH1h\/qRrcdNGHbpAK1HW15T9i8yLCM4gwojxj\/0s1yRagzRQWZIcl8sVZaFhI89O4ozy4iCEfmqA\/2fEArKWbn1QPLOJP4mF+BVp+yMjS95q\/zv\/zeEyX17+kfjvPPpxD8msGScFUwqGWu\/ESMI7A9I5IPcOvYjlgyReNt1qu8b+61baBPr1oc\/IwaJQYPeEsJFMtDqH1MqbnAp7Ft1Si5AM6VirPdkJIKhFuMOmy5rIHfgYt8wku1Grtk\/o2OGECIdj28G\/z6YPWGzrcuzlYPZq1e3lc3usgcrH1Th21BZzDZ6jhxvUikKk6gNuYU28wMRgoKBCI7xvnXhtPVtT4xOx6TbWmV0ywtrpOSTndCaObjx1eTUYBVx0y8SLTxhGyWJs3ajCziImMI8V1BGw7sycoosIFxt7nVfXXUkSG6JFMUIw4x68AfK0gMBF6wQPQOUMTAw2XczH1Sqk4nIpp27UvsadFhI\/ZhYPolGIcW\/n5gXL4b4TCp8YTS0eAznE2lKVseZBZY8IkDAIFFkbSjwF2zljTdLQ+p\/uy\/lZdMAWevCL7CxdKr1zj329ccXyM6dyxEQ4fpN+8381mtmKxunxI6oX0SLj0d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