CULTURE MOMENT: Sephora has been trending on TikTok recently, but not for its products. A viral post by TikTokker Chloe Grace pointed out that Sephora stores across the country have been filled with “all little girls,” kicking off an online debate about why girls might be interested in skincare and makeup brands at younger-than-ever ages. One hotly debated answer has risen to the top: Influencers. Young Gen Alphas are the latest consumers to embrace influencer recommendations —?leading to the surge in tweens sweeping through Sephora to try free samples. Of course, Sephora isn’t the first brand young Alphas discovered on TikTok; viral brands Stanley, Lululemon, and Drunk Elephant are all current faves.
- As Gen Zs enter the workforce (and adulthood), youth culture is shifting towards the rising consumer class: Gen Alpha. Anticipated to comprise 2 billion people by 2025, Gen Alpha will soon be the largest generation in history. Already, they are an economic force, with Ad Age research suggesting 81% of Gen Alpha kids significantly influence their family’s shopping decisions to the effect of $500 billion per year.?
- Alphas are embracing influencer marketing at a very young age. Brands are flocking to partner with Gen Alpha influencers who can connect them with audiences their same age, Ad Age recently reported. According to our own Gen Alpha ALMANAC study, 58% of Alphas have asked for something they saw on YouTube, and 75% of Alpha parents say they’ve bought their kid something they asked for after seeing it online.?
- The lack of regulation in the kid influencer space isn’t proving to be an obstacle for brands. As we previously covered in Culture Brief, there aren’t many legal protections for minors working in content creation. But that just means that brands are paving their own way. Already, brands are writing their own guidelines around working with minors and defining ethical practices for the industry at-large as they go (with the help of Gen Alphas and their parents).
WHAT IT MEANS FOR MARKETERS:
- Resonating with Alphas means aligning with the values and aesthetics of Millennials. Gen Alphas are conscious, informed consumers at a strikingly young age. That’s because they’ve been raised largely by the most tech-savvy, brand-informed, and emotionally-attuned cohort of parents yet: Millennials. In fact, according to our Gen Alpha ALMANAC study, Millennials will likely continue to shape their children’s preferences and expectations for years to come. To reach Alphas, consider how your brand can embody their parents’ tastes and values.
- The Gen Alpha influencer path is being carved by their influencer parents. The youngest influencers are often being trained by parents who were content creators themselves, according to Ad Age. Look no further than Kim Kardashian’s daughter, North West, whose TikToks are making her famous family relevant to a younger demo. This is a huge benefit for brands who want to work with young Alphas since many social media platforms have a minimum age requirement of 13, so parents will often run their accounts.
- YouTube is ground zero for Gen Alpha influencing. While older Alphas are on TikTok, Snapchat, Instagram, and the like, YouTube is this generation’s juggernaut. Think of YouTube as the go-to space for Alphas of all ages to learn, play, and zone out. More than half (57%) of children under 2 years old and 81% of children aged 3 or 4, watch YouTube videos, according to our ALMANAC research. Brands that want to reach Alphas should consider YouTube an essential part of their marketing mix.
For more on Alphas — and how brands can connect with them — check out our full Generation Alpha ALMANAC report here!
