Everyone talks about TikTok, Instagram and YouTube when it comes to marketing to young audiences. But there’s a new generation coming up that’s already doing things differently. Generation Alpha, born after 2010, is the first group to grow up completely surrounded by smart devices, on-demand content and touchscreens from the time they were toddlers.
This generation does not just scroll. They play, build, explore and express themselves in new and creative ways. And while some of their favorite apps are well known, a lot of their digital lives happen in places many marketers have not even heard of yet.
If you are trying to connect with Generation Alpha, it is important to understand where they are actually spending time. Here are some of the lesser-known social platforms that are big with this generation, along with ideas for how brands can get involved.
Zepeto
What it is: Zepeto is a 3D avatar-based social app where kids can create a digital version of themselves, dress up, design rooms and chat with friends in a virtual world.
Why kids love it: It feels like their own personal universe. They can explore different looks, interact with others and build their own creative spaces.
How brands can use it: Big fashion and lifestyle brands are already creating virtual outfits and digital pop-up stores in Zepeto. This is a great space for interactive campaigns, branded outfits or virtual events that make your brand part of their world.
PopJam
What it is: PopJam is a safe, moderated app where kids under 13 can create and share content. It has features like quizzes, art tools, stickers and challenges.
Why kids love it: It is fun and full of creativity. They can draw, decorate and interact with others their age without the pressure or negativity of grown-up social media.
How brands can use it: PopJam is ideal for brands in toys, books, entertainment or education. You can launch a drawing challenge, create a quiz or sponsor interactive content that encourages kids to engage with your brand while having fun.
Roblox
What it is: Most people think of Roblox as a game, but it is actually a full social platform where kids create, play and connect inside millions of user-generated worlds.
Why kids love it: It is interactive and social. They can explore new games, hang out with friends and even build their own games and digital products.
How brands can use it: Roblox has become a huge platform for immersive experiences. Brands like Vans, Gucci and Nike have already launched their own digital spaces here. Whether it is a branded game, a virtual concert or digital items, there are endless creative ways to be part of the experience.
Grom Social
What it is: Grom is a social app built specifically for kids. It was actually started by a kid and is designed to be fun, safe and educational. It includes chat features, videos, games and animated content.
Why kids love it: It feels like their own version of Facebook or Instagram but with a lot more cartoons, creativity and safety.
How brands can use it: Grom is perfect for brands that want to connect with kids and parents in a responsible way. You can sponsor video content, run interactive activities or create brand-related games and quizzes in a platform built for younger users.
YouTube Kids Communities
What it is: YouTube Kids is a more filtered version of YouTube, but it has its own growing mini-communities. Kids follow their favorite creators, take part in video challenges and join comment sections where they feel seen and heard.
Why kids love it: It is a place to watch and also be part of something. They can share reactions, comment on videos and participate in challenges from their favorite creators.
How brands can use it: Partnering with creators who already have a strong following in this space is one of the best ways to reach Gen Alpha. You can work on product placements, story-based content or educational segments that fit naturally into the content kids are already watching.
Generation Alpha is not waiting for brands to catch up. They are already creating and socializing in spaces that feel fresh, fun and interactive. If you want to build trust and connection with them early, you need to show up where they are.
That means moving beyond traditional platforms and exploring the digital playgrounds where creativity and imagination come first. Be thoughtful, be age-appropriate and focus on adding value rather than just trying to sell something.
This is not just about reaching the next generation of customers. It is about meeting them on their own terms and building brand love that could last for life.