Complete Guide to Gen Alpha Influencer Marketing in 2025

By Alexandra Kazakova
13 min READ | Mar 16 2025

Gen Alpha is already shaping purchasing decisions, and brands that ignore them risk falling behind.

By 2025, children of millennials will make up over 2 billion people, making them the largest generation yet.

And this tech-savvy generation doesn’t just consume digital content—they create it.

They shape trends, influence family purchases, and engage with brands in ways no generation before them has.

This guide cuts through the noise. You’ll get actionable strategies to reach them, from digital innovation to influencer marketing that actually works.

The next generation is here. Is your brand ready?

P.S. Wondering who these young influencers are and where to find them? Check out our in-depth guide on identifying and connecting with the right voices for Generation Alpha marketing.

What Is the Generation Alpha in Marketing?

Let's start analyzing Generation Alpha and its emerging influence in marketing:

Demographics and Characteristics

Generation Alpha includes children ages 0 to 15, born between 2010 and 2025.

This native generation has been immersed in digital technology since birth, with 43% hav­ing a tablet before age 6 and 58% hav­ing a smart­phone before the age of 10.

But their digital fluency also deepens their concern for environmental issues – almost 40% of Gen Alpha believe it's important to take care of our planet, and nearly half of teenagers are interested in environmental or climate issues. Equity and diversity also seem essential for this age bracket.

Media Consumption and Online Behaviors

Generation Alpha is almost becoming synonymous with digital content, spending most of their time on YouTube and TikTok.

A 2024 survey revealed that 93% of Gen Alpha regularly use YouTube, with 85% active on TikTok.

They prefer short-form videos and interactive content, often consuming user-generated content that offers engaging experiences.

Besides, 85% of their social media usage involves watching short-form videos.

This generation wants real content and genuine connections through interactive experiences.

“Alphas will demand a new approach to marketing that is integrated, innovative and authentic” - Forbes

And they look for fun, relatable digital interactions that fit into their daily lives.

Mental Health

Generation Alpha faces significant mental health challenges.

A 2024 study found that 70% of children aged 7-12 reported feelings of loneliness during the pandemic.

About 8% of Gen Alpha kids have anxiety disorders, and the numbers keep climbing. Around 15% have dealt with cyberbullying, making anxiety and depression even worse.

Brands should recognize these issues. For example, LEGO's new line of toys aims to promote diversity and representation, encouraging open conversations about mental well-being among children.

Also, their 'DREAMZzz' series aims to address children's stress and loneliness through imaginative play.

Gen Alpha Purchasing Behaviors

Generation Alpha is really into social media, and that’s where purchasing starts for them.

Notably, 65% of Alphas aged 8 to 10 spend up to four hours daily on social media.

Additionally, YouTube and Disney+ are among their preferred platforms, with 51% of Gen Alpha discovering brands through YouTube.

This early and extensive engagement with digital media has led to trends such as "Sephora kids," where tweens, influenced by social media content, invest in skincare products traditionally marketed to adults.

@nishanoelleandfam “Looking for something” @haleyybaylee #sephorakids #storytime ♬ original sound - Nishanoelleandfam

Their in-store events and fun, hands-on activities are exactly the kind of real-life adventures that draw in these digitally savvy youngsters, blending their online interests with in-person experiences.

Family values, financial literacy, and social justice issues also play a role in their buying behaviors.

What Brands Does Gen Alpha Like?

Generation Alpha is drawn to brands that provide engaging experiences and share their values.

Brands such as Nike and Nintendo have won them over by using cutting-edge technology and focusing on environmental sustainability.

“Gen Alpha is drawn to brands that have a clear mission and strong values. As shown in Morning Consult’s Sustainability Report, for example, brands that prioritize sustainability can earn the trust and loyalty of this socially conscious generation and establish a competitive advantage in the market.” -  Morning Consult.com

Additionally, YouTube and Disney+ are among their preferred platforms, with 51% of Gen Alpha discovering brands through YouTube.

In gaming, titles like Minecraft and Roblox captivate their interest, with 58% engaging with Minecraft and 43% with Roblox.

But while their favorite brands provide insight into their tastes, the bigger question is why brands should invest in engaging with Gen Alpha:

Why Should Brands Pay Attention to Gen Alpha?

Generation Alpha is quickly shaping up to be a major player in the marketplace.

Despite being young, they sway over $300 billion in family spending each year.

It's clear they have a say in household purchases, with 87% of parents recognizing their influence.

Plus, more than half of these kids are drawn to products promoted by their favorite YouTube or Instagram stars.

Brands that get this and connect with these tech-savvy youngsters stand to gain access to their significant spending power.

How to Advertise to Gen Alpha?

To grab the attention of Generation Alpha, think about making your ads more like a game. Gamified content is not only fun, but it also keeps them engaged.

Plus, teaming up with influencers who share their interests can help build authentic relationships and ramp up interaction on social media.

That brings us to the next point:

Why Influencer Marketing Resonates with Gen Alpha

Alpha really trusts influencers—nearly half of them value these recommendations as much as advice from family and friends.

They connect with influencers because their content feels real and relatable, matching Gen Alpha’s craving for genuine connections.

Since they’ve grown up with technology at their fingertips, they quickly pick up on new digital trends and interactive content.

This makes influencer marketing super effective for reaching them.

Types of Influencers in the Gen Alpha Space

In the world of Gen Alpha, there are three main types of influencers:

Child Influencers: These are young individuals, often under parental guidance, who have garnered substantial followings on social media platforms. They create parent-focused content.

For instance, the McClure twins, Ava and Alexis, born in 2013, gained fame through their engaging YouTube content and have amassed over 3.95 million subscribers.

Micro-Influencers: Typically, these influencers have smaller yet highly engaged audiences. An example is Autumn Fry, born in 2012, who reviews firearms on her YouTube channel, "Autumn's Armory," attracting a dedicated niche audience. However, micro-influencers for Gen Alpha aren’t necessarily in this age group themselves.

Taytum and Oakley Fisher , born in 2016, have become prominent kidfluencers, collaborating with various brands to reach young audiences.

Gen Alpha Influencer Marketing Strategies

To effectively engage Generation Alpha, you should find influencers you trust—real, relatable voices that match your values. Create interactive, eye-catching content that makes Gen Alpha want to join in. Reach them where they actually spend time—YouTube, TikTok, and gaming apps. And don’t treat it as a one-off—build lasting relationships with influencers and their audiences to keep them engaged.

In the following sections, we'll explore these strategies in depth:

1. Identify the Right Influencers

To identify suitable influencers for Generation Alpha, utilize influencer platforms and databases that allow you to filter creators based on criteria such as age, interests, and engagement rates.

These tools help you find influencers whose content aligns with Gen Alpha's preferences. After all, you want your marketing efforts to resonate with this tech-savvy audience craving raw content.

Pro tip: To efficiently discover influencers who resonate with Generation Alpha, use this great influencer database. It offers advanced search filters, allowing you to pinpoint influencers based on specific criteria.

When picking influencers to connect with Gen Alpha, look for those who really click with kids.

You want someone who not only gets tons of likes and comments—think 6-7% engagement rates or higher—but also creates content that feels real and fun, not like a sneaky ad.

Pro tip: To ensure your chosen influencers effectively engage with Generation Alpha, use this free Instagram Engagement Rate Calculator. Our tool shows all influencers’ average likes, comments, and overall engagement rates.  It’ll help you assess their authenticity and alignment with Gen Alpha's preferences.

That means striking a chord with stuff that’s enjoyable and sometimes educational, staying true to family-friendly vibes and values like social justice and environmental care.

Take Ryan Kaji of Ryan’s World, for instance. He’s a hit with over 30 million followers on YouTube, and his content isn’t just popular—it’s authentic and engaging.

Let’s see his stats on Instagram using this free engagement rate calculator (test it out, too):

As we see, @ryansworld has a sizable following of 181.7k, but with a 1.87% engagement rate, an average of 3.21k likes, and 188 comments per post. That’s pretty good, but the account experiences fluctuating interaction levels, with occasional spikes indicating that certain content resonates more than others.

2. Content and Campaign Development

Once you've pinpointed the perfect influencers for your brand, the next step is creating compelling content and developing targeted campaigns that Generation Alpha will respond well to. Here are the basics:

• Create short-form, visually engaging, and interactive content: Leverage platforms like TikTok and YouTube because 65% of Gen Alpha prefer video content over text-based material. Interactive elements, such as polls or challenges, can increase engagement.
• Use authentic storytelling reflecting real-life experiences: Authenticity resonates with Gen Alpha; narratives that mirror their lived experiences build deeper connections.
• Integrate educational elements with entertainment: Balance fun with informative content – it’s a winning strategy, as 45% of Gen Alpha children have watched online tutorials to learn new skills. This approach caters to their curiosity and desire for learning.

Having established a solid foundation with tailored content and campaigns, the next step involves expanding reach through a multi-channel approach.

Remember: Gen Alpha influencers need to be where their audience is.

Short-form video works well on TikTok and YouTube Shorts, while interactive content gains traction on Roblox and Minecraft.

Gaming apps make influencer partnerships feel natural. Twitch drives real-time interaction. Discord keeps engagement going with direct chats and exclusive content.

UGC content amplifies reach by encouraging kids to recreate branded challenges, showcase in-game assets, or engage with influencer-led trends on platforms where peer-driven interaction drives engagement.

Each platform serves a purpose, so content needs to match.

4. Build Long-Term Relationships

To connect with Gen Alpha, brands need steady influencer partnerships, not one-off deals.

Regular exposure builds trust and keeps Gen Alphas engaged:

• Develop familiarity through repeated exposure: Regular collaborations with the same brand ambassadors reinforce brand recognition and credibility.
• Incorporate family-friendly messaging: Content should align with values that parents approve of, enhancing trust and long-term engagement.
• Encourage community interaction: Leverage influencer-led Q&A sessions and challenges to maintain audience interest.
• Offer exclusive perks: Loyalty rewards, early access, or special content deepen connections with young consumers.

Ethical and Regulatory Issues with Gen Alpha Marketing

Let's delve into the ethical and regulatory considerations of Gen Alpha influencer marketing:

Legal Framework and Guidelines

Brands targeting Gen Alpha with influencer marketing must follow COPPA and ASA rules or face fines and bad press.

• COPPA restricts data collection from kids under 13 and requires verified parental consent.
• ASA guidelines demand clear disclosure of paid promotions to prevent misleading ads.

Beyond data collection, brands need parental approval for content and must limit direct engagement with minors.

That means age-appropriate messaging and documented consent are non-negotiable.

Remember: Following these rules protects both compliance and your reputation.

Now, let’s get into ethical practices when working with Gen Alpha influencers:

Ethical Marketing Practices

Ethical marketing for Gen Alpha means balancing genuine engagement with responsible messaging. Brands should filter out any inappropriate content but still keep things fun and honest for kids.

Instead of using manipulative tactics, focus on building trust so parents feel comfortable. Done right, this approach creates lasting credibility and a healthier online space for everyone involved.

In 2023, Illinois enacted legislation mandating that a portion of earnings from child influencers be placed in trust accounts. As a result, minors are guaranteed to benefit from their online contributions. This move addresses an important ethical concern of using kids for digital marketing, protecting these vulnerable participants.

Address Backlash and Public Concerns

Here’s how brands can preempt criticism while protecting children’s interests and maintaining consumer trust:

• Clear policies: Brands should state their rules on ethical advertising and follow consumer protection laws. Being upfront prevents backlash before it starts.
• Parental controls: Use age-gated content and require consent for data collection to build trust and limit kids’ exposure to marketing.
• Fair pay: Contracts should guarantee minors get a fair cut of earnings, preventing exploitation and keeping things credible.
• Third-party audits: Hiring independent firms to check compliance shows accountability and commitment to responsible marketing.
• Public input: Open forums and advisory panels let people share concerns, keeping brands honest and connected to their audience.

Gen Alpha Influencer Marketing Examples and Case Studies

Let’s dive into real-world case studies that showcase how brands successfully engage Gen Alpha through influencer marketing:

1. Sephora

As we noted earlier, Sephora is pulling in Gen Alpha by making beauty fun and interactive.

Their Sephora Kids Club campaigns introduce preteens to skincare and makeup in a way that feels both aspirational and age-appropriate.

@jonathanjoly My daughter Edie loves skincare and we made a video recently where she went on a skincare shopping spree. So today we decided to share her collection with you. ##jonathanjoly##skincare##daughter ♬ Happy , Sunshine & Ukulele - Balang_3go

They team up with kid-friendly micro-influencers on YouTube Shorts and TikTok to keep engagement high while subtly educating young audiences about products.

Sephora also uses AR try-on tools to let Gen Alpha experiment virtually, removing the friction of in-store testing.

This mix of digital interactivity and influencer marketing keeps them hooked.

2. Starface

Starface, the skincare brand with star-shaped pimple patches, knows how to grab Gen Alpha’s attention.

North West, the 11-year-old daughter of Kim Kardashian and Kanye West, casually wore them in a TikTok video, proving they’re a hit with young users.

The brand teams up with influencers Gen Alpha actually follows and leans into user-generated content, making skincare feel fun and familiar.

@kimandnorth Goodnight ⭐️🌙@Kim Kardashian ♬ original sound - Kim and North

Gen Alpha Influencer Marketing: Why Brands Need to Act Now

You've just navigated the intricacies of Gen Alpha influencer marketing, uncovering how this digitally native generation is reshaping brand engagement.

These kids aren’t just online – they shape what their families buy and dominate platforms like YouTube and TikTok.

So, leverage digital innovations and engage authentically through influencers who resonate with these kids’ values and lifestyles.

Looking ahead, the trajectory for Gen Alpha's market influence is steeply upward.

As Gen Alpha gets older, their tastes and habits will shape the market even more.

Starting to engage with them now is smart for any brand looking to stay relevant in the future.

This guide has given you some solid strategies to create campaigns that work now and can grow as Gen Alpha does.

Now, is your brand prepared to meet them where they are?

P.S. Ready to dive into the world of Gen Alpha influencer marketing? Don’t miss out on connecting with this influential audience. Book a demo with inBeat today and discover how our hand-picked creators can help your brand resonate with the digital-first generation.

Frequently Asked Questions

What is Gen Alpha famous for?
Gen Alpha is the first fully digital-native generation. They consume content on-demand, interact with AI seamlessly, and prefer hyper-personalized experiences. They influence family purchases at an unprecedented scale, shaping trends in gaming, fashion, and entertainment. Their expectations for brands are high—they want authenticity, interactivity, and innovation.

What colors does Gen Alpha like?
Gen Alpha gravitates toward bold, high-contrast colors. Neon shades, pastels, and digital-inspired gradients dominate their aesthetic preferences. Their color choices reflect a mix of gaming culture, animated media, and immersive digital experiences. AI-generated visuals and dynamic color palettes shape their brand expectations.

What social media does Gen Alpha use?
Gen Alpha engages with platforms built for short-form, interactive, and gamified content. YouTube remains their top choice for entertainment, while TikTok fuels trends and engagement. Platforms like Roblox and Discord blur the line between socializing and entertainment. They prefer voice, video, and AR experiences over text-heavy platforms.

What is trending with Gen Alpha?
Interactive content, AI-driven personalization, and digital collectibles are trending with Gen Alpha. They like virtual influencers, gamified brand experiences, and AI-generated content. Short-form videos, meme culture, and immersive storytelling drive engagement. Ethical branding and social consciousness resonate deeply, influencing their purchasing decisions.