The Rise of Social Search: How TikTok & Xiao Hong Shu Are Replacing Google for Gen Z
Gen Z isn’t Googling, they’re searching on TikTok and Xiao Hong Shu. Here’s why social search is rising in Malaysia and what it means for businesses.
Table of Contents
Why Gen Z Is Moving Away from Google
For years, Google was the default place to search for anything — from “best café in KL” to “how to fix a leaky tap.” But habits are changing. Gen Z in Malaysia is increasingly turning to social media platforms like TikTok and Xiao Hong Shu for answers instead of Google.
Why? Because social search feels:
- More authentic → Reviews and recommendations come from real people, not websites.
- Faster → Short videos show answers in seconds.
- Visual-first → TikTok and RED show experiences, not just text.
For younger Malaysians, Googling feels outdated. They’d rather watch a quick café review on TikTok than scroll through a blog post.
How TikTok Became a Search Engine
TikTok is no longer just about dances and memes — it’s become a discovery engine. Users search directly in TikTok for:
- Food recommendations (“best nasi lemak in PJ”)
- Lifestyle tips (“Pilates classes in KL”)
- Product reviews (“Is Dyson Airwrap worth it?”)
TikTok’s algorithm + search means users don’t just find content; they get personalised answers. That’s why it’s eating into Google’s share of Gen Z searches.
The Rise of Xiao Hong Shu (RED) in Malaysia
Xiao Hong Shu (小红书), also known as RED, is booming among Malaysia’s Chinese-speaking community. It’s part social media, part search engine.
On RED, people don’t just scroll — they search for reviews before buying or trying anything. From skincare brands to travel spots and new cafés, RED has become a trusted recommendation hub.
For Gen Z Chinese Malaysians, RED often replaces Google because it feels closer to word-of-mouth — authentic reviews by peers, not ads.
What This Shift Means for Businesses
If your business is still thinking only about Google SEO, you’re missing where Gen Z actually searches. This shift means:
- Hashtags are the new keywords → Optimising TikTok and RED posts for trending hashtags is like doing SEO.
- Videos are the new blog posts → Short, authentic content outranks long, polished ads.
- KOCs (Key Opinion Consumers) are the new reviewers → Everyday users influence purchase decisions more than professional critics.
👉 Businesses targeting Gen Z in Malaysia need to treat TikTok and Xiao Hong Shu like search platforms, not just social platforms.
How to Optimise for Social Search
- Use Searchable Captions & Hashtags
Include keywords users would type, like “best furniture shop in KL” or “affordable facial Penang.” - Create Content That Answers Questions
Think: “Where to eat in Subang?” → Answer with a TikTok/RED video. - Leverage Reviews & KOC Marketing
Seed products with micro-creators who post authentic reviews. These rank higher in social search. - Track Trends
On TikTok, trending audio and hashtags influence discoverability. On RED, community tags matter. - Encourage UGC (User-Generated Content)
Customers posting about your brand act like “social search results” that new buyers trust.
Final Thoughts
The rise of social search shows one clear truth: Gen Z doesn’t search like older generations. For them, TikTok and Xiao Hong Shu are the new Google.
Businesses in Malaysia that adapt early — by creating authentic, searchable content on these platforms — will capture the next generation of consumers. Those that ignore this shift risk being invisible where their future customers are looking.
In short: if Google SEO was the game of the 2010s, social SEO is the game of the 2020s.