Gen Alpha is taking over the social media space, and this domination is not slowing down.  

Business Insider reported that 2023 was the year that Gen Alpha - the generation of kids born after 2010 - made a splash on TikTok this year. As the emerging generation ages, their impact in the Influencer Marketing space is only set to increase. 

If you’re on the beauty and skincare side of TikTok, Gen Alpha audiences, and even Gen Alpha creators are almost certainly making their way onto your feed. Or perhaps you’ve witnessed these youngsters going wild for Stanley cups, or flaunting their full Lululemon fits? 

But let’s take the Drunk Elephant discourse for example. The mid to high-end skincare brand is well known for its ‘bronzi drops’, multivitamin eye cream, and a multitude of serums and moisturizers, and respected by its cult following because of the ingredients they choose and avoid, and for being vegan and cruelty-free.

UGC and Influencer Marketing

Despite having built a cult consumer base of mostly millennials, Drunk Elephant’s influencer activations were amped up in 2023, attracting a whole new audience to the brand. 

Drunk Elephant has user-generated content (UGC) on lock. Macro influencers such as Alix Earle, Sonya Style, and Whitney Simmons, as well as many mid-tier to micro-influencers, have produced content that has been shared across their own channels and Drunk Elephant’s channels singing the brand's praises. Loyal and new audiences engaged with the content, bought the products, the products sold out, and then boom - Drunk Elephant went viral.  

The Gen Alpha effect

The 2023 holiday period is when the impact the brand's marketing has had on Gen Alpha became apparent, and this comes as no surprise. 

When building our report ‘The Power of Influencers and Gen Alpha’ we discovered that: 

- 55% of kids want to buy something if their favorite influencer is using, wearing, or consuming it.

- 49% of kids trust influencers as much as their own family and friends when it comes to product recommendations.

- 57% of Gen Alpha spend more than three hours per day on digital devices increasing their exposure to influencer content and marketing.

Having seen Drunk Elephant promoted by their favorite influencers, and being drawn in by the colorful, aesthetically pleasing packing, the brand’s products have solidified their place at the top of tweens' wishlists. 

Viral discourse and how to tackle it

When content surrounding any brand goes viral on social media, you can expect debate and discourse. With hundreds of teens showcasing their new Drunk Elephant products and elaborate skincare routines inspired by their favorite, late Gen Z and Millenial influencers, skincare enthusiasts and professionals began responding with concern. 

Response videos have been created voicing how products with large amounts of active ingredients are not suitable for young skin, urging Gen Alpha consumers and their parents to do their research before making purchases based on influencer recommendations. 

The debate has become so prominent on social media that Drunk Elephant has put out their own post addressing the concerns and detailing the products that are tween-friendly. 

Clearing up the discourse and pointing their audience in the right direction was a powerful move from Drunk Elephant and it’s now clear how consumers of all ages can enjoy the sought-after products.   

So how can you make sure you’re doing it right when working with influencers to target Gen Alpha and young Gen Z consumers? 

• In the briefing stage, ensure that all product messaging is clear. Clarifying any barriers and restrictions the product may present from the beginning will save confusion and negative responses later down the line.
• Direct recommendations! If you’re aiming to engage young consumers or know that there are young consumers already invested in your brand, market tailored deals, discounts, and product bundles towards them. The influencer producing the content can speak to their audience about why the product or deal is ideal for young consumers.
• Join TikTok shop! Young consumers aren’t browsing Amazon or hitting the high street, they’re scrolling through TikTok, so setting your brand up on TikTok Shop and utilizing the in-app deals, seamless payment process, and influencer content integration capabilities is key. 

To learn more about the power of Gen Alpha and how you can implement strategies now to help you in the future, be sure to download our report. We are also an official TikTok Shop agency partner, so if you have any questions about how to get started, drop us a message at hello@digitalvoices.com and we will help kickstart your journey.