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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