Brand engagement isn’t dead. But if you’re still measuring it in likes and impressions, then Gen Z and Gen Alpha have already ghosted you. The kids have tuned us out.
Not with a bang, but with a scroll, a swipe, and a silent tap to “Skip Ad.” The generations that once gathered around television sets now gather around ring lights and livestream chats.
They don’t care about your mission statement. They care whether your brand can keep up—whether you can be vulnerable in 1080p, charismatic in a vertical frame, and authentic enough to be worth a double tap. Gen Z and Gen Alpha didn’t kill brand loyalty. They just buried the performance.
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They’ve grown up in a post-truth, post-postmodern world where content is currency and influence is measured in microseconds. They’ve watched the bloopers and the breakdowns, and they’ve decided that if a brand wants their attention, it had better speak human—or better yet, meme.
Streaming is their native tongue. Not cable, not commercials, not the cringeworthy “Hey guys!” intro from brands trying too hard. They want spontaneity, not polish. Imperfection, not polish. Eye contact, not edits. And most of all, they want to feel like the brand they’re watching actually sees them.
So if you’re a brand, here’s the hard truth: Your sleek content calendar doesn’t matter unless it shows up live, breathing, and ready to be roasted. This is not about keeping up with Gen Z and Gen Alpha. It’s about keeping up with the culture they’ve already built—live, unscripted, and unforgiving.
Let’s talk about brand engagement in their world.
What Is Brand Engagement (and Why Does Streaming Change It)?
At its core, what is brand engagement? It’s the relationship and interaction between a brand and its audience.
Traditionally, this meant consumers viewing ads or maybe joining a loyalty program. But for streaming, brand engagement is more dynamic: it’s the ongoing conversation, community-building, and interactive experiences that a brand shares with its audience in real time.
- Streaming amplifies engagement:
Unlike a one-way TV commercial, a live stream lets viewers chat, react, and even influence the content as it happens. This real-time interaction creates a sense of closeness and participation.
For example, on Twitch (a popular live streaming platform), streamers and viewers build relationships through continuous two-way communication in chat. A viewer might ask a question or make a joke, and the streamer responds on the spot. This immediacy turns a passive viewer into an active participant, which is the gold standard of brand engagement strategy in 2025. - Community over commodity:
In streaming, content isn’t just consumed; it’s shared and discussed. A brand engagement strategy now might involve hosting a live Q&A or a behind-the-scenes stream where the brand’s team chats casually with fans.
The focus is on conversation and community, not just pushing a product. In fact, many younger viewers will happily tune into a 30-minute live session with a brand founder or influencer but will skip a 30-second traditional ad. Streaming, especially live video, blurs the line between content and conversation – and that’s exactly where Gen Z and Gen Alpha want brands to be.
Who Are Gen Z and Gen Alpha (And Why Should Brands Care)?
Generations get talked about a lot in marketing, so let’s clarify who we mean by Gen Z and Gen Alpha:
- Generation Z (Gen Z):
Generally defined as those born from about 1997 to 2012. The oldest Gen Zers are in their mid-20s now, starting careers and wielding serious spending power (over $360 billion in disposable income in the U.S. alone). They’re true digital natives who grew up with social media and smartphones. - Generation Alpha (Gen Alpha):
The children of Millennials, born roughly from 2010 through the early 2020s. They are teens, tweens, and younger – some are literally still toddlers. By 2025, the oldest Alphas are just turning 15. Why pay attention to them now?
Because their influence is enormous: by one estimate, Gen Alpha’s interests will drive over $5 trillion in household spending by 2024. Even as kids, they sway their parents’ purchases from groceries to gadgets. They’re growing up with AI, smart devices, and constant connectivity – making them arguably the most tech-savvy generation ever.
Why Should Brands Care?
Together, Gen Z and Gen Alpha are the future of your customer base. They’re already reshaping consumer trends.
If Gen Z’s $360B spending power isn’t convincing enough, consider that Gen Alpha (though mostly too young to buy big-ticket items themselves) influences family decisions on $500+ billion of purchases in the US and UK. These young consumers are forming brand loyalties (or aversions) right now, and those preferences will stick into adulthood. Brands that ignore them risk becoming obsolete; brands that earn their engagement early could gain lifelong fans.
Moreover, Gen Z and Gen Alpha are trendsetters. What’s cool for a 16-year-old today often becomes mainstream for everyone tomorrow.
They’re creating viral moments on TikTok, driving memes, and dictating what blows up in pop culture. A brand that captures the imagination of Gen Z/Alpha can ride that wave to broader audiences.
How Do Gen Z and Gen Alpha Use Social Media and Streaming Platforms?
Let’s tackle Gen Z and social media first. Gen Z was practically raised on social networks. They use these platforms not only to socialize, but also to discover products, learn new skills, follow the news, and more.
Importantly, video content is it for them. TikTok videos, YouTube vlogs, Instagram Reels – these bite-sized videos are a daily diet for Gen Z. In fact, short-form video and live streams are preferred over static images or text posts for this cohort.
Gen Alpha is coming up slightly differently. They’re even more video-centric. YouTube is virtually their Google.
A recent Razorfish study found that 51% of Gen Alpha first hear about brands via YouTube, whereas 47% of Gen Z hear about brands through platforms like Instagram or TikTok. In other words, YouTube is Gen Alpha’s top channel for discovery, beating traditional social media.
Here’s how they’re engaging on these platforms:
- Interactive viewing:
Gen Z and Gen Alpha don’t just watch streams; they chat, comment, and sometimes join on-screen. For example, on a TikTok Live or YouTube Live, they’ll use the live chat to ask questions or crack jokes, expecting the host (maybe their favorite creator) to respond.
This chat-driven culture means they expect to be part of the content. Watching a stream is a social experience, more like hanging out than watching TV. - Multi-platform juggling:
It’s common for a Gen Z teen to be playing a game, while also watching a YouTube tutorial on a second screen and chatting with friends on Discord. They fluidly move between platforms.
One study described a Gen Alpha scenario: doing homework on a tablet while YouTube plays on the TV in the background and friends hang out in a Minecraft server.
The takeaway for brands is that attention is fragmented – you might need to be present in multiple places at once. (The good news: multistreaming technology by OneStream Live can help with that – more on that later.) - Creators > Brands:
Both Gen Z and Gen Alpha put more trust and interest in individual content creators than in corporate brand accounts. They’ll follow a charismatic YouTuber or Twitch streamer religiously, but may not even follow the official brand page of the products they use.
That means brands often have to embed themselves in creator culture to get noticed. For instance, a gaming peripheral brand might partner with a popular gamer on Twitch rather than just run ads, because the gamer’s audience will listen to them.
As a marketing expert, I would put it that future brand relationships will be formed through people–influencers and creators, rather than through a brand’s own megaphone.
To sum up, Gen Z and Gen Alpha live on social and streaming platforms:
Gen Z’s social media usage is high, but even they are shifting toward video-first platforms.
Gen Alpha is even more video/stream oriented – practically growing up on YouTube and interactive games.
How Can Brands Increase Engagement with Gen Z and Gen Alpha Through Streaming?
Now for the million-dollar question: How do you actually do it? How can a brand go from being ignored to winning the hearts of Gen Z and Gen Alpha viewers?
Below are strategic tips – essentially a brand engagement strategy playbook – tailored for streaming:
1. Be Authentic and Conversational
Q: Why do Gen Z and Alpha value authenticity so much, and how can brands show it on stream?
A: Younger audiences can spot a phony a mile away. They’ve grown up bombarded by content and have developed finely tuned filters.
To increase brand engagement with them, drop the overly scripted corporate spiel. On stream, adopt a conversational tone – as if you’re FaceTiming a friend, not delivering a press release.
Encourage your hosts or presenters to be themselves, even if that means laughing, stumbling over a word, or reacting genuinely to comments. For example, if a viewer asks a tough question (“Is your product sustainable?”), don’t dodge it with marketing buzzwords.
Tackle it honestly: “Good question – we’re not perfect, but here’s what we’re doing…” This kind of transparency earns respect.
Brands targeting Gen Z have learned that even bad news delivered authentically can be better than fake optimism. Also, consider sharing real stories: how your product was made, who the people behind the brand are (show their faces on a live Q&A).
This aligns with Google’s updated E-E-A-T principle which values Experience, Expertise, Authoritativeness, and Trustworthiness – showing real people and real experiences behind your brand boosts credibility. When streaming, think less “presentation” and more “chat by the campfire.”
2. Partner with Influencers and Creators Gen Z Trusts
Q: How important are influencers in engaging Gen Z and Gen Alpha?
A: In a word, crucial. Influencers (including streamers, YouTubers, TikTokers) are the bridge between brands and these audiences. They already have the trust and attention of young viewers.
According to marketing studies, future brand relationships will be formed through influencers and content creators more than through the brand’s own direct advertising. So find creators who align with your brand’s niche and values, and collaborate.
But a warning: these collaborations must feel genuine. Gen Z will sniff out a purely transactional #ad and scroll past. The best partnerships are ones where the creator genuinely likes or finds value in the brand, and can integrate it naturally into their content.
For example, a popular Gen Z artist on Twitch might use your digital drawing tablet on stream because it’s actually a great product – and they mention your brand enthusiastically in the context of their art process. Or a YouTube vlogger might do a “day in my life” that authentically features your snack brand because they do actually snack on it.
3. Embrace Interaction and Co-Creation
Q: Do Gen Z and Gen Alpha really want to interact with brands, or would they rather just watch?
A: They absolutely want to interact – if you make it fun and worthwhile. One thing streaming offers that traditional media doesn’t is interactivity: polls, quizzes, Q&As, shout-outs, even games and contests, all live. Use this!
For instance, if you’re streaming a product launch, run a live poll: “Which color should we unveil next?” Let the viewers actually influence a small outcome.
Gen Alpha especially loves gamified experiences. You might incorporate mini-games or challenges into your streams.
Co-creation goes even deeper. Why not invite your community to create content that you feature on your stream? A lot of brands do “fan art showcases” or highlight the best user-generated videos.
Remember, Gen Alpha doesn’t just buy – they build the brand with you. So let them. Brands that provide channels for creative participation will nurture loyalty and engagement in an audience that values personalized, hands-on interaction.
4. Use a Video-First, Multi-Platform Approach
Q: Should brands stream on every platform? What are the best streaming platforms to reach Gen Z and Gen Alpha?
A: You want to be where the audience is, and for Gen Z and Alpha, that means a video-first approach across multiple channels. In terms of platforms: YouTube, Twitch, Instagram Live, TikTok Live are among the top places young audiences watch streams or live videos.
Each has its strengths – TikTok/IG skew toward shorter, impromptu streams often on mobile; Twitch/YouTube can host longer-form content and have more established creators. If you have the resources, it’s wise not to put all your eggs in one basket.
Many in Gen Z split time between, say, Twitch for gaming and YouTube for how-tos, while Gen Alpha might lean into YouTube and emerging platforms (and still some old-school TV for the very young).
A multistreaming strategy can significantly increase brand engagement by broadening your reach. For example, you could broadcast the same live event on YouTube, Facebook, and Twitch simultaneously to cover different audience segments.
Tools like OneStream Live make this easy by allowing you to stream on 45+ social media platforms at once. This means if one viewer prefers watching on Twitter and another on YouTube, they can each tune in on their platform of choice – yet you only had to go live once.
That said, tailor the content style to the platform. Gen Z marketing trends show that short vertical videos are key for grabbing attention. So you might use TikTok Live for quick interactive sessions or teasers, and YouTube for deeper dives or archived streams.
Lastly, optimize for mobile. A huge portion of these audiences watch on phones. Ensure your streams are mobile-friendly: e.g., if using graphics/text, make them readable on a small screen; consider doing some streams in 9:16 vertical format
OneStream Live’s Studio lets you toggle to portrait mode easily, which is perfect for mobile-first platforms like Instagram or TikTok). Being video-first also means thinking beyond live: can parts of your stream be repackaged as highlights, Stories, or Shorts?
Repurposing stream content into bite-sized videos can extend your reach through algorithm-driven feeds (the shorts algorithm on YouTube or TikTok’s feed might surface your content to new eyes if you post compelling clips).
Read Blog About Creative Ways to Repurpose Live Video Into Viral Content
5. Build a Community (Fandom) Around Your Brand
Q: How do brands turn Gen Z and Gen Alpha viewers into a community or fandom?
A: Gen Z and Gen Alpha both have a strong desire to belong to communities that reflect their interests and values. We see this in how fandoms operate – whether it’s for a game, a pop star, or a YouTuber, these young fans form tight-knit groups with their own inside jokes, support systems, and collective identity.
A smart brand can cultivate the same kind of community vibe around itself or its products. Build a community by giving your audience ways to connect not just with you, but with each other.
One tactic is to create a dedicated space for your community. This could be a Discord server, a subreddit, or even a Hosted Live Page.
OneStream Live allows you to set up a custom live streaming page with built-in chat, where your fans can gather without needing a separate platform). By having a branded community hub, you give fans a “home” where they can engage even when you’re not live.
During streams, encourage viewers to interact with each other, not just you. Maybe pose questions for the chat to discuss (“Where is everyone tuning in from?” or “Which of our new features do you all like best? Discuss!”).
Recognize and reward regular community members – shout out your frequent chatters or create a loyalty badge (Twitch and YouTube have this feature, or you can do it informally by just acknowledging top fans). When people feel seen and valued in a community, they stick around.
Also, lean into fandom culture if applicable. If your brand has any kind of lore or characters (even mascots), play that up in a fun way. Or if there’s a meme around your brand, acknowledge it.
The key is to show you’re not a distant company; you’re right there in the trenches of the community with them. Let’s take the example of Stanley tumblers: they didn’t just gain customers, they cultivated a collector’s culture where owning different colors of the cup became a thing fans bragged about.
People wanted to feel part of “the Stanley story,” which is pure community/fandom desire. Think about how your brand can offer that kind of belonging. Maybe it’s through live events (“join our monthly hangout stream and be part of our club”), or user titles, or just an inclusive ethos that your streams reinforce (“everyone here is a BrandName insider family”).
6. Align with Causes and Purpose
Q: Do social causes really influence Gen Z and Gen Alpha engagement?
A: Yes, profoundly. These generations are often called the most socially conscious cohorts yet. They care about issues like sustainability, diversity, mental health, and social justice – and they prefer brands who show they care too.
In streaming, this can translate to content and actions that reflect a purpose. For example, brands have done charity live streams where proceeds go to a cause (think of gaming marathons for charity – hugely popular in Gen Z circles). If your brand supports a cause, consider involving your community: a live fundraiser, or a stream where you discuss the issue with experts or show what your company is doing (transparently).
But be cautious: Gen Z/Alpha can smell performative activism. Slapping a hashtag on your stream title once a year won’t cut it. You need to show consistent commitment.
How Can OneStream Live Help Brands Connect with Gen Z and Gen Alpha?
Engaging these generations via streaming might sound like a tall order—there are so many platforms, formats, and technical hurdles. This is where using the right tools can make all the difference.
OneStream Live, our all-in-one cloud-based streaming solution, is designed to simplify live video for creators and brands. Here’s how OneStream Live can help your Gen Z/Alpha engagement strategy:
1. Stream Everywhere at Once
Gen Z and Gen Alpha are scattered across platforms, but with OneStream Live you don’t have to choose just one. You can multistream on 45+ social media platforms and the web simultaneously.
This ensures maximum reach – wherever your young audience prefers to watch, they’ll find you. No need to ask them to make new accounts or switch apps.
This is especially handy given the fragmented media habits we discussed. Plus, OneStream Live provides a universal embed player, so you can easily embed your live stream on any webpage (say, a blog post or a landing page) to capture viewers who might not be on the major social platforms.
2. Mobile-Optimized and Vertical Streaming
With OneStream Live Studio, you can switch to Portrait Mode streaming with one click. This is a big deal for Gen Z/Alpha outreach, because vertical video rules on mobile-centric platforms like Instagram and TikTok.
You can produce a stream that fills the phone screen and feels native to those apps, rather than repurposing a horizontal video that might look small. OneStream Live also has mobile apps, meaning you can go live on-the-go from your phone.
Download OneStream Mobile App.
3. Interactive Engagement Tools
OneStream Live’s Studio isn’t just for broadcasting; it’s built for engagement. It supports inviting up to 16 guests into your live stream and showing them on screen at once.
Imagine hosting a panel of young influencers or a fan hangout – you can easily bring them on video, no complicated setup needed. The Live Unified Chat feature lets you see and respond to messages from all platforms in one place.
OneStream Live Studio also comes with fun extras like screen-sharing, media playback, and picture-in-picture, which allow you to add variety to your streams (show memes, review fan content live, etc.). And if you’re worried about “dead air” at the start of streams, you can use our built-in countdown timers and branded intro videos to keep things professional and exciting.
4. Consistency with Pre-Recorded Streams
One unique thing OneStream Live pioneered is pre-recorded live streaming. This means you can schedule a recorded video to broadcast “live” on any platform.
With pre-recorded streams, you could record a great session (at a time convenient for you), then schedule it to air in the evening for them. To viewers, it appears as a live stream (and you can be in the chat interacting while it plays!).
Read Blog for Tips and Tricks for Creating Compelling Pre-recorded Content
It’s also a lifesaver for busy marketing teams: you can perfect a video, and still get the benefits of live (notifications to followers, real-time engagement, etc.). OneStream Live even allows scheduling streams up to 60 days ahead, and you can set up automated recurring streams.
Have you ever wondered how to increase brand engagement when you can’t always be on camera live? This is one answer.
5. Customization & Branding
Maintaining your brand’s look and feel is crucial. OneStream Live gives you tools to customize your stream’s appearance – add your logos, overlays, custom backgrounds, and banners easily.
You can also brand the viewing experience: with Hosted Live Pages, you create a page that carries your brand’s domain name, colors, and style. For example, if your brand is Acme, you could host streams at live.acme.com with your logo on the video player, a matching background, and even a clickable Call-To-Action button on the page (perhaps “Shop Now” or “Sign Up”) to drive conversions directly from the stream.
This is great for engaging Gen Z/Alpha and then giving them an immediate action (they love instant gratification!).
So if you’re plotting your next brand engagement strategy and wondering, “How can I stream live video from a remote location to all these channels? How do I simulcast to Twitch and YouTube? How do I save and repurpose my streams?” – OneStream Live likely has a solution. It’s all about giving you the tools to focus on connecting with your audience, not wrestling with tech.
Frequently Asked Questions (FAQs)
When influencers wear, use, or casually mention products during a live stream, it feels organic, and that authenticity drives attention, trust and brand engagement.
They respond best to content that feels spontaneous and real. Giveaways, unboxing videos, behind-the-scenes moments, and honest product reviews hold more value than polished brand videos or sales pitches.
Because they’ve grown up skipping ads. They value control, and anything that disrupts their experience is quickly ignored.
A casual product mention from a creator can feel like a recommendation from a friend. That emotional connection makes their influence incredibly powerful for enhancing brand visibility and driving conversions.
Brands can utilize live polls, chat shoutouts, Q&A sessions, or offer exclusive discounts to keep viewers engaged. It’s about turning passive watchers into active participants.
Final Takeaway
Gen Z and Gen Alpha are reshaping what brand engagement means. They want brands to step down from the billboard and join them in the chat room – to entertain them, listen to them, and even co-create with them.
By using live video, embracing authenticity, and using smart tools (like OneStream Live) to simplify the process, brands of any size can increase brand engagement and build genuine relationships with these younger audiences. It’s about experiences over things, conversations over monologues, and communities over consumer bases.
So, are you ready to hit that “Go Live” button and speak with the next generation? The brands that show up authentically and consistently will be the ones that win their hearts (and screen time). Happy streaming!
OneStream Live is a cloud-based live streaming solution to create, schedule, and multistream professional-looking live streams across 45+ social media platforms and the web simultaneously. For content-related queries and feedback, write to us at [email protected]. You’re also welcome to Write for Us!
