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.
{"ct":"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","iv":"2830ca498c5fd7794911a2267781a72d","s":"0e34b369d2ed9fa1"}
Share your thoughts. Click here