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":"2bec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