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":"a3015ea38bd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