If you’ve been keeping an eye on the latest trends, you’ve probably heard the buzz about Generation Alpha. Although these children seem too young to take into consideration when creating a new marketing strategy, they’re projected to be the largest group of our population, with an estimated 2.8 million members already being born every week.
So what does that mean for you? These mini-millennials have massive potential.
To effectively market to this generation and earn your way into their hearts, there are a few things you can do. From user-generated content to creating YouTube channels and bite-sized video content for TikTok, we’re breaking down why marketing to Gen Alpha is so important and how you can gain their trust.
Who is Gen Alpha?
When marketing to Gen Alpha, it’s imperative to understand the audience you’re trying to appeal to. Born from 2010 onwards (through 2025), they’re the children of Millennials and are unlike any other generation out there. Though they may not be the first digitally native generation (that’d be Gen Z), they practically learned how to swipe before they could walk. Growing up in a world filled with smartphones, tablets, and voice-activated devices, they’re truly tech-savvy from the get-go. Because of this, as marketers, it’s crucial to speak their digital language to effectively capture their attention.
Why Should You Be Marketing to Gen Alpha?
You’re probably wondering why you should be marketing to Gen Alpha in the first place. It’s not like they have jobs and disposable income right now. However, they are projected to have the largest spending power in history. Yes, you read that right. Their influence on household purchasing decisions is massive. From the breakfast they eat to the video games they play, they have a say already. By tailoring your campaigns to resonate with their interests, preferences, and values, you win their loyalty now —which can win you a customer for life as their spending power increases.
Marketing to Gen Alpha: Tips and Tricks
1. User-Generated Content (UGC)
One of the best ways to connect with Gen Alpha is through user-generated content, also known as UGC. With an average of 7 hours and 22 minutes of screen time every day, they’ve quickly grown accustomed to social media and content creators. Whether it’s unboxing toys or sharing their day-to-day adventures, they’re all about sharing their personal experiences and watching others do the same. When this UGC content comes in the form of short, entertaining videos, you’re more likely to draw them in and convince them to invest in your brand.
That’s why choosing the right influencers can make or break your UGC content strategy. Although the oldest Gen Alpha is only 13 as of 2023, many are already signing up for TikTok (which has an age limit of 13), giving them access to thousands of influencers–who are typically Gen Zers. If partnering with influencers for a Gen Alpha campaign, consider using someone younger, who they may view as relatable, and create content that helps them better understand why your products or services are worth their time.
2. Lean Into the YouTube Obsession
Because Gen Alpha has yet to fully break into the world of social media due to their age, they spend a lot of their time on YouTube. Ever heard of Ryan’s World? The star of the channel (which has grown to a whopping 35.3 million subscribers) began his YouTube career when he was three. By the time he turned 10, he was one of the highest-earning YouTubers in the world. We know it sounds unbelievable. But Gen Alpha spends hours watching YouTube content, taking in everything from educational content to product reviews to gaming videos.
If you’re marketing to Gen Alpha, it’s time to tap into this potential. Collaborating with popular YouTube influencers who cater to children’s interests can be a game-changer. Just ensure that your partnerships are thoughtfully structured, aligning with both parents’ values and maintaining a responsible approach suitable for minors.
3. Create Meaningful Content when marketing to Gen Alpha
Now that we’ve mentioned two strong marketing strategies, it’s time to think about the actual content that you’re going to be posting on TikTok, Instagram, and YouTube. Gen Alpha is interested in more than just flashy visuals and catchy jingles. They also care about authenticity and social responsibility. This generation has been growing up in a world where climate change and social justice are hot topics, after all. If your brand embraces social responsibility, highlight it in your marketing efforts. If it doesn’t, it may be time to take a step back and consider how you can help — this is something that’s important to other generations too. Show them how you legitimately care about the world they’re living in, and you’ll make a significant positive impression.
4. Understand the Influence of Millennial Parents
There’s a reason that members of Gen Alpha are sometimes called ‘mini Millennials’. While Gen Alpha might be your target audience, their Millennial parents hold the purse strings. They’re the ones making the purchasing decisions, and they’re hyper-aware of what their kids are exposed to. The challenge lies in successfully engaging both generations. So how do you accomplish this? By making sure your marketing campaigns authentically resonate with both the child and the parent —it’s a delicate balancing act, but one that’s very much worth it. Though your influencer content doesn’t need to appeal both to Gen Alpha and Millennials, your overall campaign should consider both.
In a nutshell, marketing to Gen Alpha is all about embracing their tech-savvy nature, creating meaningful bite-size content, and acknowledging their social responsibility. From the YouTube channels they adore to the TikTok and Instagram accounts they peruse on a daily basis, appealing to their interests will earn you a loyal customer for years to come — especially if you also appeal to their Millennial parents.
As we mentioned, UGC content can greatly improve your chances of gaining a faithful Gen Alpha audience. That’s where Sway Group comes in. Our specialty is delivering genuine yet compelling content for all generations in collaboration with influencers that we carefully handpick. If you’re ready to add influencer marketing to your campaign strategy, contact us today!