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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