New research published in Humanities and Social Sciences Communications reveals that Gen Alpha’s (aged 10-14) recognition and understanding of influencer marketing increases with age, though many remain indifferent to promotional content unless it directly interests them. 

The research, conducted through 35 in-depth online interviews with Spanish minors, finds that approximately half of the participants report confidence in identifying advertising content. 

However, actual recognition rates remain consistent regardless of self-reported ability to spot ads, with participants identifying an average of 3.25 promotional items out of five examples shown.

According to IAB Spain and Elogia’s 2023 data cited in the study, 82% of Gen Alpha follow influencers, primarily on Instagram, TikTok, and YouTube. The research indicates that 52% of this demographic seeks information on social networks before purchasing, while 43% acknowledge that social media influences purchasing decisions.

Key findings about Gen Alpha’s attitudes toward influencer marketing include:

• Most participants maintain positive views of influencers even after learning content is sponsored, particularly when they have strong parasocial relationships with the creators
• The majority oppose banning promotional communications, viewing them as a necessary part of content creators’ professionalization
• Entertainment value supersedes promotional intent in determining content reception
• Participants express a preference for clear advertising disclosures but favor subtle integration that doesn’t disrupt viewer engagement

The study identifies several factors affecting how young audiences process promotional content:

• Age correlates with the increased ability to recognize advertising intent
• Personal interest in the product significantly influences engagement with promotional content
• Entertainment value proves more important than personalization for younger users
• Strong emotional connections with influencers often mitigate critical responses to sponsored content

Platform usage among the studied demographic shows WhatsApp (94%), Instagram (84%), TikTok (79%), YouTube (65%), and Spotify (57%) as the most frequented platforms, with Twitch ranking tenth at 18%.

The research suggests that while Gen Alpha adopts a more critical stance toward digital advertising formats than previous generations, they simultaneously demand content that blends advertising, entertainment, and information. Researchers term this a “significant dilemma” in addressing young audiences’ content preferences while maintaining transparent commercial communications.

Regarding commercial disclosure, the study finds that most participants support clear labeling of promotional content, though opinions vary on implementation. Some advocate for explicit “advertising” labels at the start of content, while others prefer more subtle integration that maintains viewer engagement.

The findings emerge as Spain implements new regulations through Royal Decree 444/2024, defining criteria for identifying “users of special relevance” under Law 13/2022, the General Audiovisual Communication Law. The research indicates that current regulatory frameworks, often relying on self-regulation, may not fully address the complexities of persuasive messaging targeting young audiences.

Researchers from the Universidad Internacional de la Rioja, Xunta de Galicia, and Universidad Villanueva conducted the study, examining responses from 20 boys and 15 girls across varying socioeconomic backgrounds. The research forms part of a broader project funded by the Ministry of Science and Innovation of the Government of Spain.

The full report is available here.