Social media has become a powerful force shaping the habits, preferences and aspirations of Generation Alpha, children born after 2010. In Pakistan, this youngest cohort of digital natives is already demonstrating unique patterns of engagement with social media influencers. Their relationship with technology is intrinsic, as they grow up in an environment where smartphones, tablets and high-speed internet are abundant. In this comprehensive article, our Tashheer research team explores how Gen Alpha in Pakistan interacts with social media influencers. From participating in viral challenges to adopting fashion and lifestyle trends, their engagement with influencers highlights the evolving digital culture among young audiences in Pakistan.

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Who is Gen Alpha?

Generation Alpha is the cohort of people born between approximately 2010 and 2025. They are the children of Millennials and, in some cases, the youngest members of Generation Z. Born in 2013, Generation Alpha is the first fully 21st-century generation. Immersed in technology from birth, they are highly digital-savvy, diverse, adaptable and entrepreneurial, shaping a future deeply intertwined with innovation. Due to technological advancements in education, the prevalence of online learning and access to global resources, they are predicted to be the most formally educated generation.

Gen Alpha and Social Media

Gen Alpha kids are using technology earlier than ever with 43% owning a tablet by age 6 and 58% having a smartphone before 10. They engage with social media early, favoring apps with short, attention-grabbing content. YouTube is their top platform with kids spending about 84 minutes daily watching entertainment and educational videos. They also discover new brands and products through YouTube unlike Gen Z, who rely more on traditional social media. TikTok is another favorite for its engaging short videos especially among older Alphas. Despite its age limit of 13, some younger kids still find ways to use it. Gen Alpha looks up to content creators and influencers with nearly half trusting influencers as much as their family for product recommendations. They also prefer social media over search engines for finding information. Gaming is a big part of their online activity with platforms like Roblox allowing them to create virtual worlds and connect with others.

Statistics on Gen Alpha Social Media Usage

With the oldest Gen Alphas in their early teens, they are already displaying clear trends in their social media usage. Statistics provide a fuller picture of their patterns:

• More than 36 million children (ages 0–11) are active internet users, exceeding teen (ages 12–17) internet users by 11.6 million.
• 65% of Alphas ages 8–10 spend up to four hours a day on social media.
• In 2024, 44% of Gen Alphas reported using TikTok, outpacing their consumption of traditional television (39%).
• More than 30% of Gen Alphas watch YouTube and YouTube Shorts more than two hours daily.
• Two-thirds of 7–9 year olds search for Roblox videos on the platform at least weekly.

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Challenges and Ethical Considerations

The growing influence of social media on Gen Alpha also raises questions about ethics and responsibility. Influencers targeting children must prioritize creating age-appropriate, positive and beneficial content. Also, brands collaborating with these influencers should ensure their campaigns align with ethical advertising practices, avoiding exploitation or false promises.

Educational and Skill-Building Content

Beyond entertainment, Gen Alpha in Pakistan is increasingly engaging with influencers who offer educational content. Channels that teach science experiments, art and craft tutorials or basic coding skills have gained traction. These influencers not only entertain but also help children develop valuable skills, making them a favorite among parents as well.

Role of Social Media in Gen Alpha’s Growth

As Generation Alpha grows up, they will face the unique challenge of navigating both the advantages and drawbacks of being the most technologically adept generation in history. With advancements in educational technology and remote learning, they will have access to a world of opportunities, exploring endless information and perspectives at their fingertips. However, the prevalence of social media and screen time brings challenges that parents must address. Setting boundaries will be central to safeguard their mental health and encouraging healthy social development. While technology opens doors to innovation and learning, it also calls for a balance to prevent negative impacts on their well-being. With the increasing influence of technology on education and global connectivity, Gen Alpha is likely to achieve remarkable academic milestones.

How Gen Alpha in Pakistan Engages with Social Media Influencers

Gen Alpha in Pakistan engages with social media influencers through interactive content, trend-driven challenges, and brand collaborations, shaping their preferences and digital consumption habits.

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