By Jonathan Baker The halfway point of the year is here. Now is the time to review current trends and consider how to plan for the months ahead. Consider then an audience who will matter to marketers and advertisers in the not-too-distant future: Generation Alpha, and specifically their social media habits. Generation Alpha: A (Literally) New Demographic As reported at the beginning of the year, Generation Alpha (or Gen Alpha) stands apart from earlier age groups for a unique reason: Generation Alpha is often described as the first fully digital-native generation, growing up in a world where smartphones, connected devices, AI tools, and on-demand content have always existed. These youngsters will grow up using technologies such as AI, connected devices, and always-on digital experiences that previous generations had to adapt to over time. Social media may be the most accessible expression of this digital-first upbringing. (Remember, even the oldest members of Gen Alpha are still teenagers.) Seeking Social Media Statistics from a recent EMARKETER forecasts that by 2030, 46.3 percent of Gen Alpha will be social media users. One distinguishing factor is their motivation. Most platforms have gone beyond helping users stay connected to family and friends to become popular places to shop, search, and find entertainment. Gaming-related content is one of the major ways Gen Alpha engages with social media. Approximately 57 percent of parents stated that their kids watched game-related content on their favorite platforms. What are these favorite platforms? YouTube in First Place YouTube is the most popular social media platform among members of Gen Alpha. And it is not just a coincidence that this site is as popular with this young audience as it is with other age groups. There is a wide variety of child-friendly offerings on the platform. Indeed, the popularity of YouTube Shorts suggests that brands targeting future Gen Alpha consumers should pay close attention to short-form video opportunities. The next platform on the list is TikTok. TikTok Takes Up Considerable Time As explained in EMARKETER, TikTok is currently the preferred ‘pure’ social network for this audience. Among Gen Alpha’s teenage users, one in five (17.8 percent) are active on the platform. Reportedly, they spend a lot more time on TikTok than their contemporaries do on Instagram or Snapchat. So, YouTube and TikTok are obvious sources that marketers and advertisers should pursue in attracting the still-growing audience of Gen Alpha. Advantageous? Yes. But there is a challenge connected with these and other social media platforms that pertains to these young users… Age Restrictions Following Australia’s move to restrict social media access for younger users, policymakers in other countries have explored similar age-based protections. As a result, marketers and advertisers must be especially careful when evaluating media plans. The focus on maintaining transparency and staying on top of any policy changes to social media sites that might impact reach, targeting, and measurement has never been more important. With these priorities established, attention may then be paid to reaching Gen Alpha. Another point that’s unique to this demographic is an appreciation for participation… Emphasize Interaction Over Exposure As mentioned above, this audience has a special interest in gaming. Marketers and advertisers can build on this by devising experiences that involve interaction between members of Gen Alpha and brands that ‘speak’ to them. For a generation raised on interactive platforms, participation may be more valuable than passive exposure. Polls, quizzes, gamified experiences, and creator-led engagement opportunities can help brands build familiarity in ways that traditional one-way messaging cannot. In Closing By investing time and attention in the interests of the young social media users that are part of Gen Alpha, marketers and advertisers will establish a solid foundation for future success. Could your brand’s products and services be of interest to Gen Alpha? The social media team at EGC Group can devise strategies that are effective, appealing (and responsible) in reaching this audience. Visit our Social Media Mastery page for more details.
