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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