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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