Most universities are tailoring their marketing strategies to attract members of Generation Z. But what about the succeeding population: Generation Alpha?

Dubbed “mini-millennials,” this generation spans from around 2010 to 2025. And, with over 2.5 million being born every week, they’re growing quickly. 

Generation Alpha is quickly overtaking Generation Z as the largest, most diverse generation on the planet. By 2025, there are expected to be 2 billion Generation Alphas globally. And, because many are raised by college-educated parents, they’re more likely to attend college themselves. 

While they may seem young now, it won’t be long before this generation is applying to college. It’s important to identify how this generation is different from its Gen Z predecessors and figure out how to adapt your marketing strategy accordingly. Here are X key insights to help you cater to the newest generation. 

1) Generation Alpha is looking for real experiences 

COVID-19 has impacted virtually all demographics, and Generation Alpha is no exception. While most of us were struggling to adapt to online learning and work environments during adulthood, Generation Alpha was learning how to do it in their elementary school years. 

After over a year’s worth of virtual learning, extracurricular activities and social interactions, young individuals are ready for real-life experiences. Over 43% of Generation Alpha members prefer to visit their friends in-person, and the usage of video platforms (such as Zoom) has been on a steady decline. 

Long story short – Generation Alpha has already missed out on a significant portion of their elementary school years, which means they’ll likely be looking for opportunities to interact in-person. When connecting with them, emphasize the unique experiences your university has to offer. This could be anything from on-campus activities to a study abroad program. 

2) TikTok is the most used social media platform among young people

Generation Alpha may desire real-world interactions, but this doesn’t mean they’re putting down the screens entirely. Social media is seeing a surge in popularity among younger users and has even become more popular than watching TV or movies during the weekdays. To target this audience, it’s important to not just use social media, but to use the right platforms. 

There’s been a huge shift in the way Generation Alpha uses social media versus older generations. The biggest has been an increase in the use of TikTok – since 2022, TikTok has been more popular than older, more established social media platforms like Instagram, Facebook and Snapchat. And brands are catching onto this trend – more companies than ever are using TikTok to market to younger crowds. 

If your university doesn’t already have a TikTok account, two things: firstly, it’s time to make one, and secondly, read our guide to marketing on TikTok for help with your first steps. When publishing videos, try and focus on building authentic relationships with your audience. You’re not selling a product – you’re showcasing a valuable experience. Interactive content, such as polls, is also a great way to engage audiences and get young, prospective students interested in your school. 

3) Diversity is important to younger generations

Generation Alpha is projected to be the most ethnically diverse – and socially conscious – generation yet. While older generations were shielded from topics like race, sexual orientation, gender identity and disability awareness, Generation Alpha is embracing them. 

Since people are more likely to align themselves with brands that match their values, it’s important to position your university as an advocate by diversifying your inquiry pool. Not only is this a smart business move, but it also helps empower minorities by providing a safe space for learning. 

Ultimately, Generation Alpha is the future. If you want to be part of their lives, you need to demonstrate that you acknowledge the unique social challenges they face and that you’re on their side. If you’d like to learn more about connecting with this key demographic, get in touch today.