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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