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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