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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