Baidu and Google used to be the default: type in a keyword, hit enter, and scroll through a flood of links. But that’s changing. A recent study shows the term “Google” as a verb is going out of style. Today, younger users are more likely to just say “Search.” In China, the once-iconic phrase “Baidu it and you’ll know” has quietly faded from everyday use.
For Gen Z in China, search has moved far beyond traditional engines. Instead, they’re turning to platforms like Rednote, Douyin, TikTok, Instagram, and YouTube. In December 2024, Rednote reportedly hit 600 million daily search queries—double the number from the year before. Experts say YouTube’s search volume actually overtook Bing and Yahoo’s as early as four years ago.
Why Are More People Searching on Social Media?
In the past, people discovered brands through fashion magazines or TV ads. Today, 44% of Gen Z say they find new brands on social media. They go to Douyin and TikTok for beauty tips, Weibo and Facebook for news and recipes, and Rednote and Instagram to learn about fashion. As their habits shift, marketers are keeping pace. A global survey by HubSpot and Brandwatch found that 87% of social media marketers believe consumers will rely more on social platforms—not search engines—to look up brands. And that number is only expected to rise.
So why is social media search catching on? Two reasons: better content and a better experience.
1. Content Value:
People search because they need answers—how to style an outfit, plan a trip, or troubleshoot daily hassles. The platform that offers the most helpful, relatable info—especially info that speaks Gen Z‘s language—is going to win.
That’s where Rednote and Douyin come in. According to Rednote’s 2024 search report, users often ask things like “Any side gigs to make extra cash?” or “What should my resume look like to get noticed?” These are the kinds of real-life questions that search engines struggle with. Search engines might just push you toward a couple of unfamiliar job platforms, but on Rednote you’ll find over 60,000 related posts. Top-ranked ones break down legit part-time jobs, and comment sections are packed with user tips, experiences, and advice that help fill in the blanks.
2. User Experience:
The real draw, though, is that social search isn’t just about getting info—it’s about connection. People aren’t just looking for answers, they want conversation. Take job-hunting. You might search “What’s it like at Company X?”—but what you’re really after is insight into the culture, pay, management, and everyday vibe. If you come across a post from someone who actually works there, that’s gold.
