Let’s start with the basics. Who is Generation Alpha? 

The term ‘Gen Alpha’ refers to individuals who were born between 2010 and 2020. They are mostly children of millennials and younger Gen Xers. So, what makes Gen Alpha so unique? This generation is the first to be born entirely in the 21st century. The first to grow up in homes with AI tech and the first to have unlimited access to smart, well… everything! This generation doesn’t know a world before TikTok, voice search or Ms Rachel. And unlike Gen Z and Gen Xers, Gen Alpha is digitally fluent by default. 

So, how can we tell if someone is from Gen Alpha? Here are a few characteristics to look out for: 

Age - Gen Alpha (in 2025) typically range from zero to fifteen years old. 

Communication - Emojis, GIFS and avatars are a key part of Gen Alpha’s digital language. When it comes to content formats, they want to read more and watch less. 

Values - Gen Alpha values (true) diversity, sustainability, creativity. They also seek out instant gratification (as a result of dopamine-filled platforms such as TikTok). 

How is Gen Alpha moving on social media? Let’s take a look.

Whilst the majority of Gen Alpha is too young to utilise classic social media platforms (by regulation), that doesn’t stop them from consuming and creating in digital spaces like Roblox, for example. Unlike ‘traditional’ social media spaces such as Facebook or Instagram, platforms like Roblox put the power in the users' hands, allowing them to create their own online games and worlds, and play with other creators too. This fulfils Gen Alpha’s need for both creativity and instant gratification. 

But Gen Alpha’s desire for creator-led content doesn’t stop here. This behaviour has transferred to other platforms such as TikTok and YouTube Shorts too, where they prefer to consume content created by influencers and creators vs. brands. For example, Gen Alpha is big on ‘Kidfluencer’ content. They don’t just want to follow these ‘Kidfluencers’, they want to be them, viewing content creation as a future career option. In fact, a UK survey of children aged 7–14 (over 3,000 respondents) found that 44 % want to become YouTubers, making it their top career aspiration, significantly higher than other roles, including traditional film actors or entertainers.

When it comes to how Gen Alpha is engaging on social platforms such as TikTok, in short, they’re scrolling more and posting less. Gen Alphas in the UK are significantly less likely to post content, share opinions, or engage with social causes. Instead, they favour watching, browsing, and shopping. They’re passive in their consumption and want short, snappy content that is information-light. Hence their love for creator-led content. Influencers offer digestible, relatable micro-moments that are geared to be watched rather than debated upon or shared. 

How can we connect with this passive generation? 

Marketing to Gen Alpha isn't just about grabbing attention; it's about building trust and relevance in a world of infinite digital choice and content. Gen Alpha is growing up surrounded by brand messages, but they gravitate to experiences and easily consumable content. Here are some tips for connecting with this generation: 

Video-first content rules the roost - short‑form video (on TikTok and YouTube Shorts) is Gen Alpha’s go-to. Around 60–80% of Gen Alpha regularly consume video content, with half watching every day. However, when storyboarding content, think ‘like an influencer’. There’s a reason why this generation consumes so much influencer content, and it all comes down to the trust that’s built by these personas and their ‘candid’ content. Keep an eye on popular influencer-led formats such as ‘day in the life’, tutorials, challenges and energetic storytelling and utilise them in your content to hook Gen Z's attention. 

Interactive content is a must - as we’ve established, Gen Alpha are passive consumers, so incorporating interactive elements into your content is essential. Experiment with gamification, quizzes, AR effects and filters and UGC challenges to spark interaction. 

Harness the power of influencer marketing - when it comes to advice, recommendations and inspiration, 49% of Gen Alpha trust influencers as much as family and friends. Don’t be afraid to lean into influencer collaborations or UGC partnerships. 

Be authentic and inclusive - Gen Alpha is big on inclusivity and transparency. This generation values ethical behaviour, environmental awareness and inclusivity. With this in mind, you must strive to be authentic within these key areas to earn the trust of Gen Alpha - or risk losing it all. This generation can sniff out performative content and false claims with ease, and they aren’t afraid to expose this behaviour. So, make sure your content is purposeful vs performative. 

Design for mobile (and make it personalised) - times have changed, tech has changed. The days of desktop consumption are (almost) over. Gen Alpha kids are becom­ing pro­fi­cient with hand­held tech­nol­o­gy at younger ages than pre­vi­ous gen­er­a­tions, with 40% hav­ing a tablet by age 2, 58% hav­ing one by age 4 and almost one in four kids hav­ing a mobile phone by the age of 8. Content must therefore be optimised for vertical consumption on mobile devices, with intuitive, frictionless interfaces. 

Gen Alpha also seek out personalised content and design. Incorporate adaptive stories, customised visuals, and AI-driven content suggestions to help your content feel relevant and engaging. 

Embrace chaotic content - yes, you read that right. Whilst millennial-led content leans into polished curation, Gen Alpha rebels against this, embracing meme culture and chaotic humour. Whilst this information may have brand teams quaking in their boots, the only way to truly connect with Gen Alpha is to speak their language (literally). Trends like meme-slang (‘brain-rot’, ‘skibidi’) reflect Gen Alpha’s group identity and rapid consumption patterns. So don’t be afraid to go rogue with expressive, nonsensical content, especially those with remixable formats.  

Conclusion 

Generation Alpha is unlike any before, truly. They are growing up in a hyper-connected, AI-driven, video-heavy world. To reach Gen Alpha, you must meet them where they are not just physically, but mentally, emotionally, and digitally.

For educators, marketers, and parents alike, the challenge isn't just keeping up or hanging on to ‘traditional’ content creation - it's about understanding how Gen Alphas see and interact with the world and embracing the chaos.