#TeamTrees: Investigating How YouTubers Participate in a Social Media Campaign

YouTube is not only a platform for content creators to share videos but also a virtual venue for hosting community activities, such as social media campaigns (SMCs). SMCs for public awareness is a growing and reoccurring phenomenon on YouTube, during which content creators make videos to engage their audience and raise awareness of global challenges. However, how the unique celebrity culture on YouTube affects collective actions is an underexplored area. This work examines an SMC on YouTube, #TeamTrees, initiated by a YouTube celebrity and sought to raise people's awareness of tree-planting and climate change. The authors annotated and analyzed 992 #TeamTrees videos to explore how YouTube celebrities, professionals, and amateurs in different channel topics diagnose problems, present solutions, and motivate actions. This study also looks into whether platform identities and framing activities affect campaign reach and engagement. Results suggest that #TeamTrees reached creators who are generally not active in social issues. The participating YouTubers were likely to motivate the viewers to donate and join celebrities' and community's actions, but less involved in examining the environmental problems. Celebrities' videos dominated the campaign's influence. Amateurs' videos had a higher engagement level, although they need more support to frame campaign activities. Based on these findings, we discuss design implications for video-sharing platforms to support future SMCs.