In China, WeChat remains a dominant social tool among Gen Z. According to Tencent, the app had 1.327 billion monthly active users—nearly the entire population. But many young users are quietly stepping back, especially from WeChat Moments (朋友圈)—a core feature similar to Instagram, where people post photos, videos, music, and links with captions, and others can like or comment.
The top reason? Gen Z has realized Moments isn’t private. College student Lu shared how she once posted 20 times a day. But a sincere post about getting into a prestigious campus club—thanking upperclassmen for “pulling me in”—triggered backlash. “One senior told me to delete the post, saying the word ‘pull’ sounded shady, like favoritism,” she recalled. The senior also warned her, “Companies and professors check your Moments. It’s part of your image.”
The idea of Moments as a place to perform rather than connect resonates with many. As more users post less, the feed has become overrun with ads from MLM-style sellers to auto-inserted promos. “I used to enjoy scrolling and commenting on my friends’ updates,” Lu said. “Now it’s all sales pitches. Sometimes I see 10 ads in a row.”
So, where are Gen Z going? They are turning to niche platforms that feel safer and more genuine. On Douban, a film-book-music database with active interest-based forums, users join small groups to bond over shared passions. “I love otome games,” said one user. “Through a Douban group, I met a few close friends who really get it.” Others prefer Weibo, where, unlike WeChat, coworkers are less likely to follow your updates. “At my internship, no one’s on my Weibo. I can express myself freely,” said a user.
As their WeChat contact grow to include bosses and distant classmates, Gen Z no longer knows who they’re talking to, or what version of themselves they’re expected to show. As their social needs evolve, many are value deeper connections and in-person interaction. The escape from WeChat is a quiet return to real conversation.