Just as social media comes under heavier scrutiny from parents, policymakers and young people themselves, the brands built around social connection are not losing their cool – they’re getting cooler.
The UK Government is moving closer to restrictions on under-16s using social media, yet in this year’s Coolest Brands rankings, the very platforms sitting at the heart of that debate are climbing higher than ever.
YouTube remains the coolest brand for kids and teens, holding firmly onto the number one spot. Despite being swept into conversations about online safety and screen time, its influence shows no sign of slowing. For Gen Alpha, YouTube isn't just a video platform. It's entertainment, education, music, gaming, fandom and friendship all rolled into one. With creators crossing over into mainstream culture and traditional TV formats thriving alongside Shorts, one thing is becoming increasingly clear: for Gen A, TV is YouTube.
And it's not alone in climbing the rankings. TikTok, Snapchat and Instagram, all platforms caught up in the proposed social media ban, have increased their rankings this year. It's a striking reminder that being at the centre of public debate doesn't necessarily weaken a brand's connection with young audiences. If anything, it can reinforce just how embedded that brand has become in their everyday lives.
TikTok in particular, continues to shape youth culture at lightning speed. From viral jokes and trending sounds to shopping habits and gaming discoveries, its influence stretches far beyond the app itself. Yet there's a growing sense of tension. Many kids are becoming more aware of the downsides of endless scrolling, citing concerns around content quality, negativity and time spent online.
In fact, our own research suggests they're actively trying to reset their relationship with social media. In March 2026, almost half (49%) of kids aged 7-14 said they had deliberately taken time away from social media. A third did so because they wanted to spend more time on hobbies and interests offline. The payoff? 41% said stepping away from social platforms actually made them feel happier.
Kids haven't abandoned social media, far from it. But they're becoming more intentional about how they spend their time. The brands they call cool today are helping them navigate both sides of modern childhood: always-on digital connection and the growing desire to switch off.
So while the debate around social media bans focuses on protection, our data shows something more complicated: these platforms remain central to how kids connect, explore, learn and belong. If access is restricted, the bigger question becomes what fills the space they leave behind. What new platforms, communities or offline experiences could offer the same mix of entertainment, identity, friendship and cultural momentum – but in a way that feels healthier, safer and more intentional for Gen Alpha.
If this article caught your attention, you can download the full Coolest Brands UK 2026 report below!
