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.
{"ct":"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","iv":"3a3d62fd98af6bd22182adb5364b6d3a","s":"e283244234f8177c"}
Share your thoughts. Click here