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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","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