This week in social media news, Snapchat publishes new research on its users’ spending power, TikTok and UFC strike a multi-year partnership, LinkedIn offers free job posts and ads to speed up the vaccine roll-out, Twitter launches a full live test of its audio DM feature, Facebook launches a new site dedicated to helping app marketers respond to Apple’s new IDFA changes and more.

Snapchat’s Generation Global Report Highlight Gen Z’s $4.4 Trillion Spending Power

Snapchat’s latest research reveals global insights on its user demographics, values, spending habits, usage of augmented reality and views on brands, highlighting the ways marketers can engage the Gen Z audience, which Snap says holds $4.4 trillion in global spending power.

Why it matters: The top reason Snapchatters say they use the platform is to connect with friends and family, with 70 percent reporting that they’re spending more time with their families due to the pandemic.

The details: According to Snap’s findings, its users are willing to outspend non-Snapchatters on common purchases across every retail and service category—52 percent more on a new cell phone, 50 percent more on a specialty drink, 50 percent more on shampoo and 25 percent more on a music service.

Brands that create compelling narratives and interactive experiences can build strong connections with the cohort, as half of them enjoy learning the backstory of products they buy. Additionally, Snap users are three times more likely than non-Snapchatters to say they’re using augmented reality (AR) to try on products more than they did one year ago.

Fifty-three percent of users believe they have the power to make social changes and contribute to activist movements using social platforms, and half say they’re less likely to buy from a brand that chooses to promote the opposite side of social issues that matter to them.

Three out of four view themselves as inclusive—in the US alone, Snap users are over twice as likely to be black, and almost three times more likely to be Hispanic or Latinx than older generations.

Snapchatters are authentic and value the ability to form their own opinions, with 70 percent of Snap users saying they want their online image to represent the “real me.”

TikTok And UFC Strike Multi-Year Partnership

TikTok and UFC announced a multi-year partnership to deliver exclusive weekly livestreams featuring pre-and post-fight access, behind-the-scenes footage and engagement with UFC athletes.

Why it matters: UFC has 6.3 million TikTok followers, making it the third most-followed sports league since joining the platform in October 2019.

The details: The partnership will kick off on February 20 with a livestream from Blaydes vs. Lewis at UFC Apex in Las Vegas. Throughout the year, users will have access to hundreds of pieces of content via UFC’s TikTok channels, including UFC, UFC Russia, UFC Brasil and UFC Europe.

LinkedIn Offers Healthcare Companies And Nonprofits Free Job Listings, Ads

In an ongoing effort to accelerate vaccine distribution, LinkedIn said it will let healthcare companies post jobs for free, and offer free ads to select nonprofits that are recruiting volunteers to distribute the vaccine.

Why it matters: LinkedIn first announced its support to help full critical healthcare roles get in April when it enabled sectors such as hospitals and nonprofits to post new critical jobs for free for three months. In addition, it pledged to bring similar healthcare roles front and center on the LinkedIn homepage and jobs homepage.

The details: Now through May 15, healthcare organizations, pharmacies and governments with hiring needs in direct support of the vaccine can post jobs for free on LinkedIn. Members will be notified of these jobs through push notifications, real-time alerts, in the LinkedIn feed and in job search.

Additionally, LinkedIn is offering free ads to select nonprofits and disaster response organizations that are recruiting at least one thousand volunteers to help distribute vaccines through June 30. Organizations that distribute critical information about the vaccine, such as the UN Verified Initiative, World Health Organization and The Ad Council, will also have access to free ads.

Twitter Debuts Test Of Voice Message Direct Message Feature

Twitter is rolling out a test of its voice clips within direct messages to users in Japan, India and Brazil, reports Social Media Today.

Why it matters: The latest experiment is an extension of a feature that enables iOS users to record and tweet with audio, which Twitter rolled out last June. Enabling audio within DMs could work to enhance the experience for vision-impaired users, or simply mimic a voice-enabled texting experience to encourage users to spend more time on the app.

The details: As per Social Media Today, voice recordings in DMs are currently only available on iOS, and must be capped at 140 seconds long.

Facebook Launches New Site To Help App Advertisers Navigate IDFA Changes

Facebook has rolled out a new site where app marketers can access resources and information to help them monetize their app and respond to changes to Apple’s Identifier For Advertisers (IDFA), which are anticipated to arrive in early spring.

Why it matters: Apple’s IDFA updates will enable users to withhold their IDFA data, which will significantly hinder the way game and app companies target audiences. Apple will enforce the change for all third-party data sources and data-sharing agreements. However, Apple can still use data per their terms of service.

The details: Facebook’s new site includes gaming app monetization guides that will be updated frequently, a Blueprint Course on monetizing with Audience Network, case studies on how other app developers grew their app and tips on integrating bidding in your app business.

TikTok Kicks Off Its Second Virtual ‘Fashion Month’ 

After giving TikTok users access to runway shows and luxury fashion in September of last year, the platform is kicking off its second Fashion Month, which aims to celebrate inclusivity and diversity in fashion. Together with IMG, TikTok’s official editorial partner, TikTok will host a series of live streams featuring shows and moments with popular fashion creators.

Why it matters: With in-person fashion shows canceled due to the pandemic, designers and brands have a major opportunity to promote their collections through TikTok’s live streams and hashtags during fashion month, including #TikTokFashionMonth, #Upcycling, #OnTheRunway and #StyleHacks.

The details: TikTok has seven live streams slated for February and March, including a ‘Get Ready with Me’ makeover session with Tan France, a Balmain runway show and a finale party during which users can shop looks modeled by creators and athletes.

TikTok will feature premium editorial content across the IMG network throughout global fashion weeks from New York to London and Milan to Paris.

It has partnered with the coordinator of Paris Fashion Week, La Fédération de la Haute Couture et de la Mode (FHCM), to spotlight emerging designers and brands.

Additionally, Tiktok is working with the British Fashion Council to help support emerging designers via mentoring and masterclasses as part of their NEWGEN program.

Twitch Sees Over 2 Billion Hours Watched In January

In January, Twitch surpassed the 2 billion hours watched threshold, and Facebook Gaming exceeded 439 million hours watched, according to StreamElements and Rainmaker.gg’s ‘State of the Stream’ January 2021 report.

Why it matters: The huge boost means that Twitch and Facebook each increased over 117 percent in hours watched year-over-year.  

The details: StreamElements notes that for the first time in a long time, all of Twitch’s top 10 games experienced significant growth, particularly Rust—which saw a 1,226 percent boost in month-over-month hours watched. Still in first place for hours watched is Twitch’s ‘Just Chatting.’ Twitch’s Music category entered the top 20 with more than 24 million hours watched in January, compared to 4.6 million last year—a 428 percent YoY growth.