The Chinese Felid Conservation Alliance focuses on research of North-Chinese leopards in the Taihang Mountains. The nonprofit's posts on social media are drawing an increasing number of followers. [Photo provided to China Daily]

But now such gaps are becoming smaller, Shi said.

Youngsters like to discuss hot topics online and things that they can put into practice to improve their knowledge, he said. For instance, how to identify the Chinese rose from other roses.

After all, botany is closely linked with one's life, especially food.

Some of the questions Shi has asked on his micro blog include: What kind of fillings are used in traditional five-kernel mooncakes during the Mid-Autumn Festival? What leaves are used to wrap zongzi (glutinous rice dumplings) during the Dragon-Boat Festival?

The general public would pay close attention to such topics, he said.

While youngsters prefer short videos and articles with photos, parents like to choose audios for children so they don't have to use their eyes all the time.

"The challenge of popularizing science online is that it's hard for people to accept it, especially given that Chinese are concerned about saving face," he said. "Science doesn't conform to intuitions and conventions."