Generation Alpha is the most sophisticated generation to date with social media usage.  They are more drawn to sites like Instagram, YouTube, LinkedIn, and TikTok than traditional social media platforms like Facebook and Twitter.  As a result, brands that keep up with the latest technology technologies have more success reaching out to this generation. In terms of influence, Gen Alpha has more power over adults' purchasing decisions than any other prior generation.  They are increasingly looking to social media for purchase inspiration and to hold brands accountable for causes such as social justice and sustainability.  So, not only do they use social media for entertainment purposes, but also for purchasing decisions.