Subscribe now to our weekly marketing newsletter, where top experts share their top-notch strategies.
Subscribe to our weekly newsletter
You can unsubscribe at any time!
We've sent you a confirmation email. Don't forget to check your inbox to complete your subscription!
Generation Alpha, the cohort born between 2010 and 2025, has finally become a powerful demographic in the digital domain.
These digital natives know how to use online platforms from a young age.
Side note: Thank you for that, Millennial and Gen Z parents.
For example, they are highly engaged with digital content.
In fact, 55% of this generation express a preference for products endorsed by their favorite YouTube or Instagram influencers.
Additionally, 49% of these young consumers trust influencers nearly as much as they do their own family and friends when it comes to product recommendations.
This makes them not only future consumers but current influencers in social media content.
Marketers are noting their unique role in shaping buying behaviors and marketing campaigns.
Don’t miss out on this ROI-scaling strategy.
Keep reading to discover how Generation Alpha is redefining influencer marketing—and learn the best ways to connect with these savvy, digital-first trendsetters.
P.S.: Curious how to reach these young, tech-savvy trendsetters effectively?
inBeat.co’s influencer database and search engine lets you filter by platform, engagement levels, and even content style to find creators who resonate with Generation Alpha. Plus, our free toolkit gives you insights into engagement metrics and authenticity to ensure you're connecting with trusted influencers.
Ready to elevate your strategy? Book a FREE Demo today!
Generation Alpha Overview: Born between 2010–2025, Gen Alpha is a digitally native demographic that influences current and future buying behaviors.
Consumption Habits: These young consumers showcase brand awareness early, preferring trend-driven, identity-focused products. Social media and unboxing videos fuel their purchasing preferences.
Influencer Characteristics:
Popular Influencers: Examples include Ayla Palmer (toy reviews), Harper Zilmer (TikTok performances), and Evelyn (beauty/lifestyle). Metrics like engagement rates and fake follower checks validate their influence.
Ethical Considerations:
Strategies for Brands:
Takeaway: Gen Alpha influencers redefine marketing strategies but demand ethical practices to maintain authenticity, trust, and long-term success. Tools like inBeat.co help brands connect with this dynamic demographic responsibly.
Before diving into generation Alpha influencers, it’s worth understanding this group from the standpoint of its consumption habits.
Generation Alpha is basically reshaping childhood consumer behavior, showing remarkable brand awareness and maturity.
And they usually echo the preferences of Gen Z and Millennials.
Young consumers, even as young as 10, begin purchasing high-end products like luxury beauty items from Sephora.
These kids are increasingly interested in brands typically targeted at adults, like Stanley Cups.
While traditional child-oriented products like toys still appeal to them, Gen Alpha’s interest in branded items seems to stem from a strong desire to connect socially and stay updated with trends.
Social media, accessible across all ages, fuels this identity-driven consumption, exposing them to products through unboxings, reviews, and live streams.
This exposure is fostering a sophisticated brand awareness among Gen Alpha, especially in beauty, fashion, and gaming.
That’s because they seek to align with peers both online and offline, making social relevance a significant driver of their purchases.
That brings us to the next point:
Generation Alpha is defining a new era of digital influence characterized by authenticity, early tech adoption, social consciousness, and peer relatability.
Here's how these young influencers are reshaping interactions on digital platforms and setting new trends for the marketing industry:
Generation Alpha shows a significant inclination toward authenticity.
That’s why they favor products endorsed by relatable influencers on platforms like YouTube and Instagram.
A remarkable 55% of Gen Alphas are influenced by such endorsements because they love genuine and relatable content.
@shopdearhannahprep happy halloween!! 🎃💕👻💓✨ #preppy #halloweenlook #emo #boutique #dallas #dallastx #texas ♬ halloween - Otto Songs
With 43% of Gen Alphas owning a tablet before the age of 6 and 58% having a smartphone by the age of 10, their familiarity with digital environments from a young age is profound.
Their digital fluency allows them to adopt new platforms quickly and spend significant portions of their day online, primarily via mobile devices.
Even worse more interestingly, 65% of kids ages 8–10 spend up to four hours a day on social media, and over a third of them watch YouTube and YouTube Shorts more than two hours daily.
@chocloxi Yall shes raised right😝👍🏻 !!! And i also i accidentally posted this and wrote gen z instead of gen alpha cuz my brain ain working at this hour (11pm) #fyp#pourtoi#trend#blowup#tiktok#fypppppp#genalpha#fyp#trend#famous#genalpha#notbrainrot#memories ♬ som original - 𝗹𝘆𝗿𝗶𝗰𝘀 ★
This generation is deeply concerned with social and environmental issues.
That’s again thanks to their Millennial and Gen Z parents, who have similar preoccupations.
They basically expect brands like yours to demonstrate genuine social responsibility and are drawn to those that positively impact the world.
Their high engagement with content related to social justice and environmental sustainability reflects their values-driven purchasing behaviors.
For instance, Licypriya Kangujam, born in 2011, is an Indian climate activist who began advocating for environmental issues at a very young age.
She has addressed world leaders at the United Nations Climate Change Conference and continues to inspire her peers to engage in climate action.
Her activism exemplifies Generation Alpha's deep concern for social and environmental issues, mirroring the values of their Millennial and Gen Z parents.
@sbsnews_au Eleven-year-old Indian climate activist Licypriya Kangujam has confronted the UK energy minister over climate protesters who have been arrested #cop27 ♬ original sound - SBS News
Unlike previous generations that might idolize celebrities, Gen Alphas view their favorite influencers more as peers or friends.
That’s basically because they are their peers.
Check out Ryan Kaji’s YouTube channel, to which this 10-year-old has 38.1 million subscribers worldwide:
This peer-like influence makes them relatable and trustworthy to their followers, enhancing their ability to sway consumer behaviors among their age group.
Now, let’s look at other:
Ayla Palmer is a young American social media influencer born on March 25, 2017.
She has gained popularity through her engaging content, which includes toy reviews, challenges, children's fashion, and various adventures.
Her Instagram account, managed by her parents, has amassed over 170,000 followers.
Her content appeals to parents and brands looking to target young families and children’s lifestyles.
Ayla’s established a strong following, making her a prime fit for endorsements in kids' fashion, toys, and even pet products.
For brands, Gen Alpha influencers like Ayla offer authenticity and a reach that feels natural.
Their influence signals that youth audiences aren’t just watching—they’re leading and reshaping how products reach the next generation of buyers.
But is Ayla Palmer really worth partnering with?
Let’s see her stats using this free engagement rate calculator (test it out, too):
1.59% is pretty low compared to the average 6.8% engagement rate on Instagram.
So, let’s check out another profile:
@harperzilmer4 @Milk #milk #chocolatemilk #ad ♬ original sound - harperzilmer4
Harper Zilmer, born on March 20, 2009, in Dallas, Texas, is a prominent American social media influencer and hip-hop artist.
She gained widespread recognition on TikTok for her engaging lip-sync performances, dance challenges, and "get-ready-with-me" videos, amassing over 4 million followers on the platform.
Harper’s content combines personal storytelling with high-energy performances, making her ideal for brands targeting the Gen Z and Alpha markets.
She’s particularly well-positioned for endorsements in beauty, apparel, and music-related products.
Her 2023 debut single, "Queen B," showcases her potential in the music industry, aligning her with both entertainment and influencer-driven branding.
Collaborations with her sister and mother add an authentic, family-oriented layer to her appeal.
For brands aiming to reach young, style-conscious audiences, Harper’s influence offers a direct line to the next generation’s tastes and trends.
And she has much better stats for Instagram:
Yes, we used this same free engagement rate calculator.
@evelyngrwmofficialk things that annoy me… #grwm #getreadywithme #glowrecipe #caudalie #byoma #milkmakeup #elf #elfcosmetics #nars #rarebeauty #charlottetilbury #onesize #maybelline #ilia #creatorsearchinsights ♬ original sound - evelyn grwm
Evelyn’s content connects with audiences looking for real-life insights into beauty and lifestyle trends.
She’s an ideal partner for beauty brands targeting Gen Z and Gen Alpha, as she frequently features popular products from labels like Glow Recipe and Drunk Elephant.
Her content, managed with adult oversight, gives her the edge of authenticity without straying from age-appropriate narratives.
We also checked her profile with this free fake follower checker:
And she got a perfect score!
Her influence extends beyond TikTok to YouTube, where she continues her GRWM series.
For brands in beauty and lifestyle, Evelyn offers a trusted voice among young consumers.
Her influence isn’t just growing; it’s setting a new standard for genuine engagement.
Pro tip: To power up your search and discover rising stars among Gen Alpha influencers, explore our Influencer Database, which provides detailed insights and analytics to refine your influencer marketing strategy.
The commercialization of childhood raises ethical concerns, as marketing strategies targeting Gen Alpha may affect their personal development and authenticity.
Brands must navigate the delicate balance of engaging young digital natives without exploiting their impressionable nature.
In other words, make sure your marketing efforts do not compromise the genuine experiences of these youngest influencers.
Regulatory challenges around Generation Alpha influencers also require careful navigation of child labor laws, privacy rights, and data protection.
As young digital content creators, Gen Alpha influencers often operate in a legal gray area.
This presses brands to ensure compliance and protect their personal data while upholding ethical standards in influencer marketing campaigns.
Let’s get straight into it.
To effectively engage Gen Alpha influencers, leverage platforms like our inBeat database.
This tool simplifies the process of identifying and connecting with the most relevant young influencers whose digital savviness and audience reach align with the brand's values and marketing goals.
Here is how easy it works:
You can easily use our free toolkit for that, as we showed you above.
To tap into the Gen Alpha market, monitor hashtags and trends relevant to your niche.
This strategy lets you discover and collaborate with emerging Gen Alpha influencers who are actively engaging audiences around specific topics.
Thus, you’re ensuring that your marketing efforts align with the latest digital phenomena and audience interests.
Like so:
To effectively connect with Gen Alpha, you must actively engage on platforms and in communities that resonate with this generation.
Participating in youth-centric spaces allows brands to share interactive experiences and educational content that speaks directly to Gen Alpha's interests.
The point is to enhance authenticity and build lasting digital relationships with young audiences.
After all, they mostly trust brands they can connect with.
You can strengthen connections with Gen Alpha by leveraging your existing audiences and identifying young followers who already interact with your content.
Recognizing these engaged digital video viewers and nurturing them as potential influencers allows you to build authentic relationships.
So, you can foster a sense of community and boost your influence within this future consumer base.
And if these Gen Alphas you find in your customer base have low engagement rates, you can easily find lookalike creators with inBeat’s engagement rate calculator (link below):
When engaging Gen Alpha influencers, you must ensure compliance with advertising standards and child protection laws to uphold ethical standards.
Regulations like COPPA in the U.S. protect children’s online privacy, while ASA guidelines in the U.K. regulate influencer marketing transparency.
You can consult these resources to build responsible collaborations and safeguard young audiences.
Generation Alpha influencers are reshaping future marketing strategies with their profound impact on consumer behaviors and digital trends.
Although these young influencers navigate online spaces with unprecedented ease, they emphasize the necessity for brands to adopt ethical marketing practices.
To maintain the authenticity and well-being of Gen Alpha while still partnering with influencers in this age group, ensure your strategies respect and protect these young influencers.
Build responsible engagements that prioritize ethical considerations above short-term commercial gains (and you’ll get more ROI in the long run).
This approach will not only align with the values of Generation Alpha but also ensure the longevity and effectiveness of marketing campaigns aimed at this digitally-savvy group.
Remember: To navigate the emerging world of Gen Alpha influencers with a trusted, ethical approach, contact inBeat.co and discover how our tools can elevate your marketing strategy.
