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Gen Alpha Marketing
Influencer trends
Personalised branding
Social media engagement
Gen Z
ARTICLE #132
Why are brands shifting focus from Gen Z to Gen Alpha influencers?
Gen Alpha Marketing
Influencer trends
Personalised branding
Social media engagement
Gen Z
Gen Alpha Marketing
Influencer trends
Personalised branding
Social media engagement
Gen Z
Written by:
5 min read
Updated on: October 31, 2023
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
For years, marketing teams have turned to Gen Z influencers for campaigns grounded in authenticity and social progress. However, a fresh wave of consumers—Gen Alpha—has emerged, bringing new preferences and expectations.
Brands have started building alliances with this younger crowd, mainly because research shows that around 55% of Gen Alpha already expresses interest in influencer-endorsed products. What makes Gen Alpha so enticing? In short, they are digital-savvy from birth, open to new ideas, and play an increasing role in family purchasing decisions. Winning them over now sets brands up for long-term loyalty.
For years, marketing teams have turned to Gen Z influencers for campaigns grounded in authenticity and social progress. However, a fresh wave of consumers—Gen Alpha—has emerged, bringing new preferences and expectations.
Brands have started building alliances with this younger crowd, mainly because research shows that around 55% of Gen Alpha already expresses interest in influencer-endorsed products. What makes Gen Alpha so enticing? In short, they are digital-savvy from birth, open to new ideas, and play an increasing role in family purchasing decisions. Winning them over now sets brands up for long-term loyalty.
The link between Gen Z and Gen Alpha
The link between Gen Z and Gen Alpha
Understanding the characteristics of Gen Z influencers is important before studying brands' shifting focus from Gen Z to Gen Alpha influencers.
Gen Z overview
Gen Z is often commended for caring deeply about social progress, sustainability, and open conversations about mental health. They were early adopters of platforms like TikTok—where playful videos and honest, user-generated clips helped brands strike a chord.
Skin-care names such as CeraVe tapped into Gen Z’s desire for personal well-being and transparent messaging, ultimately boosting their credibility and revenue.
Gen Alpha overview
Gen Alpha is younger but perhaps even more immersed in technology. They are the children who’ve grown up with tablets, smartphones, and interactive games as part of daily life. Instead of passively observing, they often explore and play on digital platforms like Roblox, YouTube, or TikTok.
Beyond consuming content, these kids are shaping household purchases—whether it’s picking which gadgets a family might buy or influencing holiday plans. Brands entering this sphere early stand to create loyalty that can last for years.
Understanding the characteristics of Gen Z influencers is important before studying brands' shifting focus from Gen Z to Gen Alpha influencers.
Gen Z overview
Gen Z is often commended for caring deeply about social progress, sustainability, and open conversations about mental health. They were early adopters of platforms like TikTok—where playful videos and honest, user-generated clips helped brands strike a chord.
Skin-care names such as CeraVe tapped into Gen Z’s desire for personal well-being and transparent messaging, ultimately boosting their credibility and revenue.
Gen Alpha overview
Gen Alpha is younger but perhaps even more immersed in technology. They are the children who’ve grown up with tablets, smartphones, and interactive games as part of daily life. Instead of passively observing, they often explore and play on digital platforms like Roblox, YouTube, or TikTok.
Beyond consuming content, these kids are shaping household purchases—whether it’s picking which gadgets a family might buy or influencing holiday plans. Brands entering this sphere early stand to create loyalty that can last for years.
Why the focus is shifting
Brands are increasingly focusing on Gen Alpha instead of Gen Z due to shifting market dynamics, consumer behaviours, and unique opportunities.
Tech-savvy from the start
Gen Alpha typically picks up phones and tablets before starting school. This natural comfort with digital devices turns them into key voices in family technology choices. If you want to see where Omnichannel Retail might go next, keep an eye on Gen Alpha’s browsing habits. They might already be curious about API Integration between their favourite apps or how a game on one platform interacts with accessories on another.
Influence over household decisions
For many families, Gen Alpha isn’t just requesting toy after toy. They’re also shaping broader household items—from sneakers to smart devices. LEGO and Nike, for instance, have both run campaigns highlighting family-friendly experiences, seamlessly appealing to both parents and children.
Future market potential
By 2025, experts predict Gen Alpha could become the largest generation, totalling nearly two billion people worldwide. If your brand wants to remain relevant, capturing these youngsters’ loyalty now can pay off later. Think of it as planting seeds for future growth.
Brands are increasingly focusing on Gen Alpha instead of Gen Z due to shifting market dynamics, consumer behaviours, and unique opportunities.
Tech-savvy from the start
Gen Alpha typically picks up phones and tablets before starting school. This natural comfort with digital devices turns them into key voices in family technology choices. If you want to see where Omnichannel Retail might go next, keep an eye on Gen Alpha’s browsing habits. They might already be curious about API Integration between their favourite apps or how a game on one platform interacts with accessories on another.
Influence over household decisions
For many families, Gen Alpha isn’t just requesting toy after toy. They’re also shaping broader household items—from sneakers to smart devices. LEGO and Nike, for instance, have both run campaigns highlighting family-friendly experiences, seamlessly appealing to both parents and children.
Future market potential
By 2025, experts predict Gen Alpha could become the largest generation, totalling nearly two billion people worldwide. If your brand wants to remain relevant, capturing these youngsters’ loyalty now can pay off later. Think of it as planting seeds for future growth.
What Gen Alpha expects from brands
Gen Alpha’s behaviour suggests some core trends that brands need to heed. These align with “Cultural Shifts in Marketing,” where an audience’s values and habits redefine how and where they connect with brands.
Shorter attention spans, visual content
Most Gen Alpha kids use quick, snackable videos for entertainment and learning. Creating content that mirrors their favourite forms—like fast-paced YouTube clips or TikTok challenges—can help you stand out. Visual, game-like experiences (e.g., interactive quizzes and polls) are often more appealing than text-heavy explanations.
Inclusivity and social awareness
Gen Alpha appears serious about social and environmental topics. They may be too young to run for office, but many speak up in school about recycling, equitable treatment, or other worthy causes. Brands can capture their interest by aligning campaigns with real-world concerns—ranging from sustainable materials to fair representation in adverts.
Balancing online and offline worlds
Even though these children are tech natives, they still enjoy offline fun. This paves the way for hybrid campaigns—like pop-up stores or local gatherings—that can tie digital experiences to real-world activities. Parents appreciate seeing their kids engaged both on-screen and outdoors.
Gen Alpha’s behaviour suggests some core trends that brands need to heed. These align with “Cultural Shifts in Marketing,” where an audience’s values and habits redefine how and where they connect with brands.
Shorter attention spans, visual content
Most Gen Alpha kids use quick, snackable videos for entertainment and learning. Creating content that mirrors their favourite forms—like fast-paced YouTube clips or TikTok challenges—can help you stand out. Visual, game-like experiences (e.g., interactive quizzes and polls) are often more appealing than text-heavy explanations.
Inclusivity and social awareness
Gen Alpha appears serious about social and environmental topics. They may be too young to run for office, but many speak up in school about recycling, equitable treatment, or other worthy causes. Brands can capture their interest by aligning campaigns with real-world concerns—ranging from sustainable materials to fair representation in adverts.
Balancing online and offline worlds
Even though these children are tech natives, they still enjoy offline fun. This paves the way for hybrid campaigns—like pop-up stores or local gatherings—that can tie digital experiences to real-world activities. Parents appreciate seeing their kids engaged both on-screen and outdoors.
Primary platforms to reach Gen Alpha
Gen Alpha engages and interacts with content on platforms designed to satisfy its hunger for fun, creativity, and socialising.
YouTube and TikTok
With quick and entertaining content, these platforms let young viewers discover what’s trending. Influencers who connect on these channels have a direct line to shaping Gen Alpha’s perceptions—whether it’s the latest toy, a new clothing line, or a family gadget.
Gaming Platforms
Roblox, Fortnite, and other interactive worlds have become the new playgrounds. This goes well beyond simple product placement: some brands partner with Gen Alpha influencers to design custom in-game events, bridging brand storytelling with digital fun.
Gen Alpha engages and interacts with content on platforms designed to satisfy its hunger for fun, creativity, and socialising.
YouTube and TikTok
With quick and entertaining content, these platforms let young viewers discover what’s trending. Influencers who connect on these channels have a direct line to shaping Gen Alpha’s perceptions—whether it’s the latest toy, a new clothing line, or a family gadget.
Gaming Platforms
Roblox, Fortnite, and other interactive worlds have become the new playgrounds. This goes well beyond simple product placement: some brands partner with Gen Alpha influencers to design custom in-game events, bridging brand storytelling with digital fun.
Marketing to Gen Alpha: Strategies and obstacles
To capture Gen Alpha's attention, brands need to shift their tactics, engage with them where they consume content, and hire Gen Alpha influencers.
Customise content to their preferences
Gen Alpha thrives on brevity, visuals, and gamified experiences. A 30-second challenge or a short comedic skit can sometimes do more than a lengthy brand monologue.
Keep it genuine
These kids respond with sincerity. If young creators are given the freedom to share their honest experiences—rather than reading a scripted pitch—they’re more likely to spark real interest. Bubble Skincare, for instance, let teen influencers help develop product ideas, winning over younger customers through direct involvement.
Parental oversight
With Gen Alpha being under 16, families remain part of the marketing equation. Understanding—and respecting—legal guidelines like the Children’s Online Privacy Protection Act (COPPA) is crucial. Brands must also earn parents’ trust by ensuring that any messaging is appropriate and responsible.
Rapid trends, constant change
Gen Alpha’s interests shift quickly, fuelled by viral memes, new gaming updates, or sudden interest in a trending pet or TV character. Brands that keep a “learn-it-all mindset”—staying curious and flexible—can adapt as new fads pop up.
To capture Gen Alpha's attention, brands need to shift their tactics, engage with them where they consume content, and hire Gen Alpha influencers.
Customise content to their preferences
Gen Alpha thrives on brevity, visuals, and gamified experiences. A 30-second challenge or a short comedic skit can sometimes do more than a lengthy brand monologue.
Keep it genuine
These kids respond with sincerity. If young creators are given the freedom to share their honest experiences—rather than reading a scripted pitch—they’re more likely to spark real interest. Bubble Skincare, for instance, let teen influencers help develop product ideas, winning over younger customers through direct involvement.
Parental oversight
With Gen Alpha being under 16, families remain part of the marketing equation. Understanding—and respecting—legal guidelines like the Children’s Online Privacy Protection Act (COPPA) is crucial. Brands must also earn parents’ trust by ensuring that any messaging is appropriate and responsible.
Rapid trends, constant change
Gen Alpha’s interests shift quickly, fuelled by viral memes, new gaming updates, or sudden interest in a trending pet or TV character. Brands that keep a “learn-it-all mindset”—staying curious and flexible—can adapt as new fads pop up.
Brands successfully targeting Gen Alpha
These campaigns highlight the importance of integrating Gen Alpha influencers into storytelling processes, allowing brands to resonate more deeply with this tech-savvy and values-driven audience.
Claire’s “Collab” Initiative
The youth-focused retailer Claire’s teamed up with younger influencers to highlight individuality and creativity. By letting them help shape the campaign’s direction, Claire strengthened emotional ties with Gen Alpha audiences who crave originality.
Bubble Skincare
Bubble worked directly with teen creators to build product stories—right from concept to packaging. This level of co-creation forged a sense of ownership among young fans, boosting both brand visibility and product sales.
These campaigns highlight the importance of integrating Gen Alpha influencers into storytelling processes, allowing brands to resonate more deeply with this tech-savvy and values-driven audience.
Claire’s “Collab” Initiative
The youth-focused retailer Claire’s teamed up with younger influencers to highlight individuality and creativity. By letting them help shape the campaign’s direction, Claire strengthened emotional ties with Gen Alpha audiences who crave originality.
Bubble Skincare
Bubble worked directly with teen creators to build product stories—right from concept to packaging. This level of co-creation forged a sense of ownership among young fans, boosting both brand visibility and product sales.
Tips for reaching Gen Alpha
Marketing to Gen Alpha requires innovative strategies that align with their tech-savvy nature and value-driven preferences. Brands must go beyond traditional approaches by focusing on creativity, personalisation, and adaptability to engage this young, dynamic audience effectively.
Cultivate real relationships
Instead of treating young influencers as simple ad space, form ongoing relationships. Listen to their views, allow them to propose ideas, and incorporate their feedback.
Prioritise interactive moments
Quick polls, bite-sized how-to videos, or mini-challenges can keep Gen Alpha interested. If they can contribute or create user-generated clips, they’re more likely to stay engaged.
Watch trends and data
Trends can flip overnight. Use real-time data or quick social listening techniques to adjust campaigns swiftly—whether it’s an in-game event on Roblox or a fresh filter on TikTok.
Marketing to Gen Alpha requires innovative strategies that align with their tech-savvy nature and value-driven preferences. Brands must go beyond traditional approaches by focusing on creativity, personalisation, and adaptability to engage this young, dynamic audience effectively.
Cultivate real relationships
Instead of treating young influencers as simple ad space, form ongoing relationships. Listen to their views, allow them to propose ideas, and incorporate their feedback.
Prioritise interactive moments
Quick polls, bite-sized how-to videos, or mini-challenges can keep Gen Alpha interested. If they can contribute or create user-generated clips, they’re more likely to stay engaged.
Watch trends and data
Trends can flip overnight. Use real-time data or quick social listening techniques to adjust campaigns swiftly—whether it’s an in-game event on Roblox or a fresh filter on TikTok.
Frequently Asked Questions
What is Gen Alpha’s role in marketing today?
Gen Alpha shapes purchase decisions in various categories—from toys to electronics—and they are set to become the largest generation in the near future. This makes them a prime audience for forward-looking brands.
Does Gen Alpha differ much from Gen Z?
Yes. While Gen Z is also digital-first, Gen Alpha has never known life without touchscreens and near-constant connectivity. They hold strong views about fairness and the environment, and they expect brands to match those values.
Why do many Gen Z fans prefer co-creating with brands?
Gen Z enjoys creative control and likes having their voices heard. TikTok and Instagram make it easy for them to contribute ideas or user-generated content, influencing how brands evolve product lines or marketing campaigns.
Conclusion
Brands are turning to Gen Alpha influencers because these young creators represent the next wave of consumers who are already making family purchasing decisions. From playful brand tie-ins on YouTube to immersive experiences on Roblox, the focus is shifting toward early loyalty and an active role in shaping trends. As Gen Alpha grows older, influencing their tastes and values now could pay off long into the future.
If you are interested in targeting this age group, consider how you can adapt content to their quick, visual needs while staying mindful of parental expectations and ethical guidelines. By striking this balance—fun, relatable, sustainable—brands can forge genuine bonds that stand the test of time.
Frequently Asked Questions
What is Gen Alpha’s role in marketing today?
Gen Alpha shapes purchase decisions in various categories—from toys to electronics—and they are set to become the largest generation in the near future. This makes them a prime audience for forward-looking brands.
Does Gen Alpha differ much from Gen Z?
Yes. While Gen Z is also digital-first, Gen Alpha has never known life without touchscreens and near-constant connectivity. They hold strong views about fairness and the environment, and they expect brands to match those values.
Why do many Gen Z fans prefer co-creating with brands?
Gen Z enjoys creative control and likes having their voices heard. TikTok and Instagram make it easy for them to contribute ideas or user-generated content, influencing how brands evolve product lines or marketing campaigns.
Conclusion
Brands are turning to Gen Alpha influencers because these young creators represent the next wave of consumers who are already making family purchasing decisions. From playful brand tie-ins on YouTube to immersive experiences on Roblox, the focus is shifting toward early loyalty and an active role in shaping trends. As Gen Alpha grows older, influencing their tastes and values now could pay off long into the future.
If you are interested in targeting this age group, consider how you can adapt content to their quick, visual needs while staying mindful of parental expectations and ethical guidelines. By striking this balance—fun, relatable, sustainable—brands can forge genuine bonds that stand the test of time.
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