Influencers vs. Parents: Who Has a Greater Impact on Gen Alhpa's Upbringing?

The question at hand - Who is having a greater impact on Gen Alpha’s upbringing?

Spoiler alert, It’s complicated, and it might not be what you expect. Let's get into it:

1. The Influencers or  "Digital Nannies" Are Everywhere

First, let’s talk numbers... Gen Alpha (kids born between 2010 and 2025) are growing up in a world where screens are as ubiquitous as crayons used to be. This generation is watching YouTube on the iPad before they can tie their shoes, and according to a study by Common Sense Media, kids ages 8 and under spend an average of two and a half hours a day on screens.

Influencers have capitalized on this by becoming the cool older siblings these kids never had (or didn’t want). Platforms like TikTok and YouTube are flooded with kid-friendly content, and influencers have become role models—whether parents like it or not. In fact, some of the biggest influencers, like Ryan’s World, JoJo Siwa, and Ninja, have entire brands dedicated to entertaining and engaging Gen Alpha.

Influencers Advantage

They’re always on, always accessible, and always at the forefront of Gen Alpha’s entertainment—and sometimes, education.

2. The Role of Parents "The Original OGs" (Still)

Okay, so influencers are cool, but let’s not underestimate parents. Parents, after all, are the ones buying those iPads, deciding the Wi-Fi password, and (hopefully) regulating screen time. They are still the most significant in-person presence in their child’s life, guiding them through everything from their first steps to their first Fortnite victory royale.

Parents are also the ones shaping core values—teaching empathy, discipline, and the importance of brushing your teeth before bed (though even influencers can help with that, thanks to viral videos about “proper dental hygiene routines”). But unlike influencers, parents see the unfiltered version of their kids. They’re there for the real-world problems that TikTok can’t solve—friendship issues, school struggles, or the dreaded moment when the Wi-Fi goes down.

In short, parents lay the groundwork for a child’s emotional, social, and psychological development. While influencers might show kids how to apply glitter makeup or execute a flawless bottle flip, parents are there to teach them how to navigate life’s bigger issues.

Parents Advantage

At the end of the day, they control the offline world, which is still where real life happens.

3. But Who’s More Relatable?

Let’s be real here: To a 7-year-old, their parents are not exactly relatable. Parents have rules, expectations, and no concept of why flossing (the dance, not the dental tool) is still relevant. Enter influencers, who seem to get Gen Alpha. They talk the talk, live the life, and showcase the freedom that kids dream of having.

Take someone like MrBeast, for example. He gives away cars, hosts crazy competitions, and has a seemingly endless supply of fun and creativity. To a kid, this isn’t just entertainment—it’s aspirational. Influencers share their lives in bite-sized, dopamine-inducing content bursts, creating the illusion of a personal connection. Meanwhile, parents are like, “Did you finish your homework yet?”

But it’s not all doom and gloom for parents. Some are becoming influencers themselves, jumping on the trend of family vlogs where they bridge the gap between parenting and influencer culture. These “familyfluencers” showcase a blend of authority and relatability that resonates with younger kids while also keeping the traditional parental role intact.

Influencers Advantage (with an assist from familyfluencers)

Influencers may seem cooler, but smart parents are infiltrating this world and blending the best of both.

4. Who Really Sets the Rules?

Here’s where parents still have the edge—control. Whether it’s screen time limits, content filters, or simply deciding what content gets played on the family TV, parents have the final say in what their kids consume. Well, at least in theory.

However, as Gen Alpha grows older and savvier, they’ll start to control what they watch themselves. Some may even create their own content (yes, your 8-year-old is now making TikToks), further blurring the line between consumer and creator. Influencers might set trends, but parents still set boundaries. The question is, are they enforcing them?

Parents Advantage (for now)

They hold the keys to content consumption, though those doors are getting easier for kids to unlock on their own.

5. Life Skills vs. Viral Trends, What Sticks?

The real question here is: what’s actually sticking in Gen Alpha’s brains? Influencers are great for quick laughs, how-tos, and keeping kids entertained for a solid 30 minutes. But are they teaching life skills that go beyond the screen?

Parents, on the other hand, are showing kids how to clean their room (no, you can’t just shove it all under the bed), deal with emotions, and foster healthy relationships. Influencers might give advice like “stay positive” or “chase your dreams,” but when it comes to the nitty-gritty of navigating everyday life, parents are the ones who get down in the trenches.

Influencers might make an impact, but parents provide the foundation. TikTok might teach your kid how to make slime, but it’s parents who have to stop the slime from ending up in the carpet.

Parents Advantage

When it comes to long-term life lessons, parents are still the MVPs.

6. Who’s Winning the Identity Battle?

One area where influencers arguably have the upper hand is in shaping personal identity. With the rise of social media, kids are constantly being exposed to influencers who showcase themselves as the ultimate versions of “cool.” Whether it’s Charli D’Amelio doing a dance challenge or PrestonPlayz pulling off an epic gaming feat, influencers give Gen Alpha role models that feel just a few clicks away.

This can be empowering, especially for kids who feel a bit lost in the real world. But it also has its downsides. Influencers may set unrealistic standards for success, beauty, or lifestyle, and parents are left to do damage control when expectations don’t meet reality.

At the same time, parents are the ones grounding their kids in real-world identity. They’re there for the meltdowns, the awkward phases, and the triumphs that don’t get posted online. They might not have millions of followers, but they do have the most influence when it comes to who their child becomes.

Influencers Advantage

In the age of social media, influencers hold a strong sway over how Gen Alpha views themselves—but parents are the safety net when that identity gets challenged.

Final Verdict! It’s a Tag-Team Effort...

In the battle of Influencers vs. Parents, the truth is, they’re both shaping Gen Alpha’s upbringing in different ways. Influencers may dominate the screen and capture their attention, but parents are still the ones providing the emotional support, life lessons, and boundaries that will ultimately guide kids as they grow.

So, who has the greater impact? It depends. Influencers are great at providing entertainment and inspiration, but when it comes to the big stuff—values, coping mechanisms, and personal growth—parents still play the starring role.

It’s less about one being more influential than the other, and more about how they work together (whether intentionally or not) to raise the most screen-savvy generation yet.

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