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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