A new generation of influencers is emerging, even if they're still in elementary school.
Companies are targeting Generation Alpha, kids born between the 2010s and 2020s, to become brand ambassadors.
Children as young as 7 years-old are "partnering" with brands to not only promote products on social media and be the faces of ad campaigns, but as active participants in launching and marketing products.
While they're currently the youngest generation, Gen Alpha has brand influence and purchasing power beyond their years because they've experienced "upaging" -- growing up faster and at a younger age -- in a digital world, according to McCrindle Research.
"They intuitively know what will work, what will gain leverage, what will get good results," Mark McCrindle told NBC News. "The currency of [Gen Alpha's] world is influence, particularly peer influence, and therefore that has strongly shaped them."
Gen Alpha will live longer, work later, will be more formally educated, materially endowed and globally, will be the wealthiest generation to date, according to McCrindle Research. Not only that, they will be the largest generation ever at more than 2 billion people.
"If you think that these kids are not influencing buying habits and parental decision-making, have another look," Kristin Patrick, chief marketing officer at Claire's, told Modern Retail.
Claire's is one company trying to tap into the purchasing power of Gen Alpha. Earlier this month, the fashion and jewelry retailer launched a year-long influencer marketing campaign featuring a group of so-called "Gen Zalpha" members. It includes two children from Gen Alpha -- the youngest of whom is 7 years-old.
Claire's says the group, known as "The Collab," will have influence on the company's "creative direction across content, communications and activations – from in store experiences to events to content co-created from both in front of and behind the camera."
"In an effort to turn the brand over to them and let their many talents shine, we created The Collab to serve as a platform for them to share their hopes, dreams, passions and accomplishments with our global audience," Patrick said in a statement. "Claire's empowers every generation to be the most expressions of themselves, and The Collab is a way to recognize them for all that they are and want to be."
Other companies have launched ambassador programs where Gen Alpha can apply to represent and promote brands. Clothing retailer Evsie has a program specifically for kids between ages 7 and 14, with a consenting parent or legal guardian. Bubble Skincare has a similar program, but participants must be at least 13 with active social media accounts and provide their parents information as well.
Along with the rapid rise of child influencers comes concerns about parents exploiting their children for money and opportunities or minors being exposed to the pitfalls of social media pressure. Only one state, Illinois, has a law that protects child influencers and entitles them to a percentage of earnings generated from their monetized content.
Adrea Garza is the mother of perhaps two of the most popular 7-year-olds on social media. Twins Koti and Haven have amassed a massive 4.8 million followers on TikTok, where they share videos about their skin care routines and fashion choices.
"They love it," Garza told NBC. "They think it's so cool that people know who they are and want to take a picture with them wherever we go."
While some are worried the girls may be living a lifestyle that is too mature for their age, Garza said it's all about their happiness.
"At the end of the day, I think all parents are just trying to do their best and making the best decisions for their kids that they can possibly make," Garza told NBC. "And so I would just like to spread that my kids are happy… And if they ever decided one day that they don't want to post themselves on social media anymore, then they don't have to be on there anymore."