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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