{"id":1071,"date":"2024-12-21T10:27:20","date_gmt":"2024-12-21T15:27:20","guid":{"rendered":"https:\/\/www.golive.clarku.edu\/faculty\/profiles\/shuo-niu\/"},"modified":"2026-04-03T19:08:32","modified_gmt":"2026-04-03T23:08:32","slug":"shuo-niu","status":"publish","type":"cu_faculty","link":"https:\/\/www.clarku.edu\/faculty\/profiles\/shuo-niu\/","title":{"rendered":"Shuo Niu"},"content":{"rendered":"<p><span>Dr. Shuo Niu is an assistant professor in Computer Science at Clark University. He holds a Ph.D. in computer science from Virginia Tech. Niu\u2019s research area is human-computer interaction and social computing. His recent work investigates collaborative and community activities on Video-Sharing Platforms like YouTube and TikTok. His research delves into vast video data sets to scrutinize interactions with user-generated videos, as well as the underlying recommendation and AI algorithms. Specifically, Niu is keen on examining the socio-technical infrastructure of video-sharing platforms and its implications on mental health, misinformation, and technology design. Niu published at top-tier human-computer interaction conferences such as ACM CHI, CSCW, and GROUP.<\/span><\/p>\n","protected":false},"author":0,"featured_media":38400,"parent":0,"template":"","meta":{"cu_faculty_f180_userid":"C70269846","cu_faculty_first_name":"Shuo","cu_faculty_last_name":"Niu","cu_faculty_employment_status":"Full Time","cu_faculty_rank":"Assistant Professor","cu_faculty_position":"Assistant Professor","cu_faculty_phone":"","cu_faculty_email":"ShNiu@clarku.edu","cu_faculty_location":"","cu_faculty_about":"<p><span>Dr. Shuo Niu is an assistant professor in Computer Science at Clark University. He holds a Ph.D. in computer science from Virginia Tech. Niu\u2019s research area is human-computer interaction and social computing. His recent work investigates collaborative and community activities on Video-Sharing Platforms like YouTube and TikTok. His research delves into vast video data sets to scrutinize interactions with user-generated videos, as well as the underlying recommendation and AI algorithms. Specifically, Niu is keen on examining the socio-technical infrastructure of video-sharing platforms and its implications on mental health, misinformation, and technology design. Niu published at top-tier human-computer interaction conferences such as ACM CHI, CSCW, and GROUP.<\/span><\/p>","cu_faculty_degrees":"<span>Ph.D. in Computer Science,<\/span> Virginia Tech, 2019\n<span>Master of Engineering in Computer Science,<\/span> Shandong University, 2013\n<span>Bachelor of Engineering in Digital Media,<\/span> Shandong University, 2012","cu_faculty_cv":"https:\/\/faculty180.interfolio.com\/public\/download.php?key=SDRwNCtxSUpsamxBQ213WS9ucHFuNnMwT0hzQU11b2RPQkJ2cWc3amxyUmNRdVVXTkF4MU1zT21qREtJZEdWZ3AzcVJyVEhKRFhjQTJDR0k2TnRkYU5ML2ZEN0FWWGF5Y1drbEhqaUpEQlA1THFmRi9YZkQ0TVlNQ242UlozTWNtM0t5Z3RkbStqOD0%3D","cu_faculty_links":"{\"Professional Website URL\":\"https:\\\/\\\/mathcs.clarku.edu\\\/~shniu\\\/\",\"ORCID ID\":\"https:\\\/\\\/orcid.org\\\/0000-0002-8316-4785\",\"Google Scholar\":\"https:\\\/\\\/scholar.google.com\\\/citations?user=lZhpHfcAAAAJ&amp;hl=en\"}","cu_faculty_scholarly_interests":"","cu_faculty_scholarly_works":"[{\"activityid\":12867,\"fields\":{\"Type\":\"Other Scholarly or Creative Work\",\"Title\":\"Displaying Fear, Sadness, and Joy in Public: Schizophrenia Vloggers' Video Narration of Emotion and Online Care-Seeking\",\"Journal Title \\\/ Book Title \\\/ Volume Title\":null,\"Series Title\":null,\"Month\":null,\"Year\":2025,\"Publisher\":null,\"Journal \\\/ Publisher City and State\":null,\"Jounal \\\/ Publisher Country\":null,\"Volume\":null,\"Issue Number \\\/ Edition\":null,\"Page Number(s) or Number of Pages\":null,\"ISBN \\\/ ISSN \\\/ Case Number\":null,\"Co-contributor\":null,\"URL\":null,\"Description\":null,\"Include description in output citation\":0,\"Origin\":\"BibTeX\"},\"facultyid\":\"C70269846\",\"status\":[{\"id\":12867,\"status\":\"Completed\\\/Published\",\"term\":\"Fall\",\"year\":2025,\"termid\":\"2025\\\/01\",\"listingorder\":6,\"completionorder\":6}],\"userid\":\"C70269846\",\"attachments\":[],\"coauthors_list\":[\"Jiaying Liu\",\"Yunlong Wang\",\"Allen Jue\",\"Yao Lyu\",\"Yiheng Su\",\"Shuo Niu\",\"Yan Zhang\"],\"sort_date\":\"2025-9-01\"},{\"activityid\":12863,\"fields\":{\"Type\":\"Papers Published - 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ACM Hum.-Comput. Interact.\",\"Series Title\":null,\"Month \\\/ Season\":\"nov\",\"Year\":2024,\"Publisher\":null,\"Publisher City and State\":null,\"Publisher Country\":null,\"Volume\":\"8\",\"Issue Number \\\/ Edition\":\"CSCW2\",\"Page Number(s) or Number of Pages\":null,\"ISSN\":null,\"DOI\":null,\"CoAuthor\":null,\"URL\":null,\"Description\":null,\"Include description in output citation\":0,\"Origin\":\"BibTeX\"},\"facultyid\":\"C70269846\",\"status\":[{\"id\":12864,\"status\":\"Completed\\\/Published\",\"term\":\"Fall\",\"year\":2024,\"termid\":\"2024\\\/01\",\"listingorder\":6,\"completionorder\":6}],\"userid\":\"C70269846\",\"attachments\":[],\"coauthors_list\":[\"Shuo Niu\",\"L i Liu\",\"Yali Bian\"],\"sort_date\":\"2024-11-01\"},{\"activityid\":10259,\"fields\":{\"Type\":\"Papers Published - Conference Proceedings\",\"Title of Paper\":\"Towards Understanding Substance Abuse Misinformation in YouTube Videos\",\"Title of Published Proceedings\":\"Companion Publication of the 2023 Conference on Computer Supported Cooperative Work and Social Computing\",\"Title of Conference\":null,\"Conference Location\":null,\"Month \\\/ Season\":null,\"Year\":2023,\"Publisher\":\"Association for Computing Machinery\",\"Publisher City and State\":null,\"Volume\":null,\"Issue Number \\\/ Edition\":null,\"Page Numbers\":null,\"DOI\":null,\"CoAuthor\":null,\"URL\":null,\"Description\":null,\"Include description in output citation\":0,\"Origin\":\"BibTeX\"},\"facultyid\":\"C70269846\",\"status\":[{\"id\":10259,\"status\":\"Completed\\\/Published\",\"term\":\"Fall\",\"year\":2023,\"termid\":\"2023\\\/01\",\"listingorder\":6,\"completionorder\":6}],\"userid\":\"C70269846\",\"attachments\":[],\"coauthors_list\":[\"Shuo Niu\",\"Reed, Kathleen Palm\"],\"sort_date\":\"2023-9-01\"},{\"activityid\":10260,\"fields\":{\"Type\":\"Papers Published - Conference Proceedings\",\"Title of Paper\":\"Building Credibility, Trust, and Safety on Video-Sharing Platforms\",\"Title of Published Proceedings\":\"Extended Abstracts of the 2023 CHI Conference on Human Factors in Computing Systems\",\"Title of Conference\":null,\"Conference Location\":null,\"Month \\\/ Season\":null,\"Year\":2023,\"Publisher\":\"Association for Computing Machinery\",\"Publisher City and State\":null,\"Volume\":null,\"Issue Number \\\/ Edition\":null,\"Page Numbers\":null,\"DOI\":null,\"CoAuthor\":null,\"URL\":null,\"Description\":null,\"Include description in output citation\":0,\"Origin\":\"BibTeX\"},\"facultyid\":\"C70269846\",\"status\":[{\"id\":10260,\"status\":\"Completed\\\/Published\",\"term\":\"Fall\",\"year\":2023,\"termid\":\"2023\\\/01\",\"listingorder\":6,\"completionorder\":6}],\"userid\":\"C70269846\",\"attachments\":[],\"coauthors_list\":[\"Shuo Niu\",\"Zhicong Lu\",\"Amy X. Zhang\",\"Jie Cai\",\"Carla F. Griggio\",\"Hendrik Heuer\"],\"sort_date\":\"2023-9-01\"},{\"activityid\":10261,\"fields\":{\"Type\":\"Papers Published - Conference Proceedings\",\"Title of Paper\":\"A Literature Review of Video-Sharing Platform Research in HCI\",\"Title of Published Proceedings\":\"Proceedings of the 2023 CHI Conference on Human Factors in Computing Systems\",\"Title of Conference\":null,\"Conference Location\":null,\"Month \\\/ Season\":null,\"Year\":2023,\"Publisher\":\"Association for Computing Machinery\",\"Publisher City and State\":null,\"Volume\":null,\"Issue Number \\\/ Edition\":null,\"Page Numbers\":null,\"DOI\":null,\"CoAuthor\":null,\"URL\":null,\"Description\":null,\"Include description in output citation\":0,\"Origin\":\"BibTeX\"},\"facultyid\":\"C70269846\",\"status\":[{\"id\":10261,\"status\":\"Completed\\\/Published\",\"term\":\"Fall\",\"year\":2023,\"termid\":\"2023\\\/01\",\"listingorder\":6,\"completionorder\":6}],\"userid\":\"C70269846\",\"attachments\":[],\"coauthors_list\":[\"Ava Bartolome\",\"Shuo Niu\"],\"sort_date\":\"2023-9-01\"},{\"activityid\":10262,\"fields\":{\"Type\":\"Articles in Refereed Journals\",\"Title\":\"A Survey on Watching Social Issue Videos among YouTube and TikTok Users\",\"Journal Title\":\"\",\"Series Title\":\"\",\"Month \\\/ Season\":\"\",\"Year\":2023,\"Publisher\":\"\",\"Publisher City and State\":\"\",\"Publisher Country\":\"\",\"Volume\":\"\",\"Issue Number \\\/ Edition\":\"\",\"Page Number(s) or Number of Pages\":\"\",\"ISSN\":\"\",\"DOI\":\"\",\"CoAuthor\":null,\"URL\":\"http:\\\/\\\/arxiv.org\\\/abs\\\/2310.19193v1\",\"Description\":\"The openness and influence of video-sharing platforms (VSPs) such as YouTube and TikTok attracted creators to share videos on various social issues. Although social issue videos (SIVs) affect public opinions and breed misinformation, how VSP users obtain information and interact with SIVs is under-explored. This work surveyed 659 YouTube and 127 TikTok users to understand the motives for consuming SIVs on VSPs. We found that VSP users are primarily motivated by the information and entertainment gratifications to use the platform. VSP users use SIVs for information-seeking purposes and find YouTube and TikTok convenient to interact with SIVs. VSP users moderately watch SIVs for entertainment and inactively engage in social interactions. SIV consumption is associated with information and socialization gratifications of the platform. VSP users appreciate the diversity of information and opinions but would also do their own research and are concerned about the misinformation and echo chamber problems. [Journal_ref: ]\",\"Include description in output citation\":0,\"Origin\":\"arXiv\"},\"facultyid\":\"C70269846\",\"status\":[{\"id\":10262,\"status\":\"Completed\\\/Published\",\"term\":\"Fall\",\"year\":2024,\"termid\":\"2024\\\/01\",\"listingorder\":6,\"completionorder\":6}],\"userid\":\"C70269846\",\"attachments\":[],\"coauthors_list\":[\"Shuo Niu\",\"Dilasha Shrestha\",\"Abhisan Ghimire\",\"Zhicong Lu\"],\"sort_date\":\"2023-9-01\"},{\"activityid\":12861,\"fields\":{\"Type\":\"Papers Published - Conference Proceedings\",\"Title of Paper\":\"&lt;span style=&quot;font-size:12pt;&quot;&gt;Towards Understanding Substance Abuse Misinformation in YouTube Videos&lt;\\\/span&gt;\",\"Title of Published Proceedings\":\"In Companion Publication of the 2023 Conference on Computer Supported Cooperative Work and Social Computing \",\"Title of Conference\":\"2023 Conference on Computer Supported Cooperative Work and Social Computing\",\"Conference Location\":\"\",\"Month \\\/ Season\":\"October\",\"Year\":2023,\"Publisher\":\"\",\"Publisher City and State\":\"\",\"Volume\":\"\",\"Issue Number \\\/ Edition\":\"\",\"Page Numbers\":\"64-68\",\"DOI\":\"\",\"CoAuthor\":null,\"URL\":\"\",\"Description\":\"\",\"Include description in output citation\":0,\"Origin\":\"Manual\"},\"facultyid\":\"C70269846\",\"status\":[{\"id\":12861,\"status\":\"Work Discontinued\",\"term\":\"Fall\",\"year\":2023,\"termid\":\"2023\\\/01\",\"listingorder\":7,\"completionorder\":1}],\"userid\":\"C70269846\",\"attachments\":[],\"coauthors_list\":[\"Shuo Niu\",\"Kathleen Palm Reed\"],\"sort_date\":\"2023-10-01\"},{\"activityid\":5719,\"fields\":{\"Type\":\"Papers Published - Conference Proceedings\",\"Title of Paper\":\"Close-up and Whispering: An Understanding of Multimodal and Parasocial Interactions in YouTube ASMR Videos\",\"Title of Published Proceedings\":\"CHI Conference on Human Factors in Computing Systems\",\"Title of Conference\":\"\",\"Conference Location\":\"\",\"Month \\\/ Season\":\"\",\"Year\":2022,\"Publisher\":\"Association for Computing Machinery\",\"Publisher City and State\":\"\",\"Volume\":\"\",\"Issue Number \\\/ Edition\":\"\",\"Page Numbers\":\"\",\"DOI\":\"\",\"CoAuthor\":null,\"URL\":\"\",\"Description\":\"\",\"Include description in output citation\":0,\"Origin\":\"BibTeX\"},\"facultyid\":\"C70269846\",\"status\":[{\"id\":5719,\"status\":\"Completed\\\/Published\",\"term\":\"Fall\",\"year\":2022,\"termid\":\"2022\\\/01\",\"listingorder\":6,\"completionorder\":6}],\"userid\":\"C70269846\",\"attachments\":[],\"coauthors_list\":[\"Shuo Niu\",\"Hugh S. Manon\",\"Ava Bartolome\",\"Nguyen Binh Ha\",\"Keegan Veazey\"],\"sort_date\":\"2022-9-01\"},{\"activityid\":7823,\"fields\":{\"Type\":\"Papers Published - Conference Proceedings\",\"Title of Paper\":\"Understanding Hate Group Videos on YouTube\",\"Title of Published Proceedings\":\"Companion Publication of the 2022 Conference on Computer Supported Cooperative Work and Social Computing\",\"Title of Conference\":null,\"Conference Location\":null,\"Month \\\/ Season\":null,\"Year\":2022,\"Publisher\":\"Association for Computing Machinery\",\"Publisher City and State\":null,\"Volume\":null,\"Issue Number \\\/ Edition\":null,\"Page Numbers\":null,\"DOI\":null,\"CoAuthor\":null,\"URL\":null,\"Description\":null,\"Include description in output citation\":0,\"Origin\":\"BibTeX\"},\"facultyid\":\"C70269846\",\"status\":[{\"id\":7823,\"status\":\"Completed\\\/Published\",\"term\":\"Fall\",\"year\":2022,\"termid\":\"2022\\\/01\",\"listingorder\":6,\"completionorder\":6}],\"userid\":\"C70269846\",\"attachments\":[],\"coauthors_list\":[\"Shuo Niu\",\"Keegan Veazey\",\"Phoenix Pagan\",\"Abhisan Ghimire\"],\"sort_date\":\"2022-9-01\"},{\"activityid\":7824,\"fields\":{\"Type\":\"Articles in Refereed Journals\",\"Title\":\"Education, Personal Experiences, and Advocacy: Examining Drug-Addiction Videos on YouTube\",\"Journal Title\":\"Proc. 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McKim\",\"Reed, Kathleen Palm\"],\"sort_date\":\"2022-11-01\"},{\"activityid\":7822,\"fields\":{\"Type\":\"Papers Published - Conference Proceedings\",\"Title of Paper\":\"Investigating How People with Disabilities Disclose Difficulties on YouTube\",\"Title of Published Proceedings\":\"Investigating How People with Disabilities Disclose Difficulties on YouTube\",\"Title of Conference\":null,\"Conference Location\":null,\"Month \\\/ Season\":\"2022\",\"Year\":2022,\"Publisher\":null,\"Publisher City and State\":null,\"Volume\":null,\"Issue Number \\\/ Edition\":null,\"Page Numbers\":\"1\",\"DOI\":null,\"CoAuthor\":null,\"URL\":null,\"Description\":null,\"Include description in output citation\":0,\"Origin\":\"RIS\"},\"facultyid\":\"C70269846\",\"status\":[{\"id\":7822,\"status\":\"Completed\\\/Published\",\"term\":\"Fall\",\"year\":2022,\"termid\":\"2022\\\/01\",\"listingorder\":6,\"completionorder\":6}],\"userid\":\"C70269846\",\"attachments\":[],\"coauthors_list\":[\"Shuo Niu\",\"Jaime Garcia\",\"Summayah Waseem\",\"Li Liu\"],\"sort_date\":\"2022--01\"},{\"activityid\":5722,\"fields\":{\"Type\":\"Papers Published - Conference Proceedings\",\"Title of Paper\":\"Investigating Drug Addiction Discourse on YouTube\",\"Title of Published Proceedings\":\"Companion Publication of the 2021 Conference on Computer Supported Cooperative Work and Social Computing\",\"Title of Conference\":null,\"Conference Location\":null,\"Month \\\/ Season\":null,\"Year\":2021,\"Publisher\":\"Association for Computing Machinery\",\"Publisher City and State\":null,\"Volume\":null,\"Issue Number \\\/ Edition\":null,\"Page Numbers\":null,\"DOI\":null,\"CoAuthor\":null,\"URL\":null,\"Description\":null,\"Include description in output citation\":0,\"Origin\":\"BibTeX\"},\"facultyid\":\"C70269846\",\"status\":[{\"id\":5722,\"status\":\"Completed\\\/Published\",\"term\":\"Fall\",\"year\":2021,\"termid\":\"2021\\\/01\",\"listingorder\":6,\"completionorder\":6}],\"userid\":\"C70269846\",\"attachments\":[],\"coauthors_list\":[\"Katherine G. McKim\",\"Cat Mai\",\"Danielle Hess\",\"Shuo Niu\"],\"sort_date\":\"2021-9-01\"},{\"activityid\":5723,\"fields\":{\"Type\":\"Papers Published - Conference Proceedings\",\"Title of Paper\":\"Investigating Multimodal Interactions and Parasocial Attractiveness in YouTube ASMR Videos\",\"Title of Published Proceedings\":\"Companion Publication of the 2021 Conference on Computer Supported Cooperative Work and Social Computing\",\"Title of Conference\":null,\"Conference Location\":null,\"Month \\\/ Season\":null,\"Year\":2021,\"Publisher\":\"Association for Computing Machinery\",\"Publisher City and State\":null,\"Volume\":null,\"Issue Number \\\/ Edition\":null,\"Page Numbers\":null,\"DOI\":null,\"CoAuthor\":null,\"URL\":null,\"Description\":null,\"Include description in output citation\":0,\"Origin\":\"BibTeX\"},\"facultyid\":\"C70269846\",\"status\":[{\"id\":5723,\"status\":\"Completed\\\/Published\",\"term\":\"Fall\",\"year\":2021,\"termid\":\"2021\\\/01\",\"listingorder\":6,\"completionorder\":6}],\"userid\":\"C70269846\",\"attachments\":[],\"coauthors_list\":[\"Ava Bartolome\",\"Nguyen Binh Ha\",\"Shuo Niu\"],\"sort_date\":\"2021-9-01\"},{\"activityid\":5724,\"fields\":{\"Type\":\"Papers Published - Conference Proceedings\",\"Title of Paper\":\"#StayHome #WithMe: How Do YouTubers Help with COVID-19 Loneliness?\",\"Title of Published Proceedings\":\"Proceedings of the 2021 CHI Conference on Human Factors in Computing Systems\",\"Title of Conference\":null,\"Conference Location\":null,\"Month \\\/ Season\":null,\"Year\":2021,\"Publisher\":\"Association for Computing Machinery\",\"Publisher City and State\":null,\"Volume\":null,\"Issue Number \\\/ Edition\":null,\"Page Numbers\":null,\"DOI\":null,\"CoAuthor\":null,\"URL\":null,\"Description\":null,\"Include description in output citation\":0,\"Origin\":\"BibTeX\"},\"facultyid\":\"C70269846\",\"status\":[{\"id\":5724,\"status\":\"Completed\\\/Published\",\"term\":\"Fall\",\"year\":2021,\"termid\":\"2021\\\/01\",\"listingorder\":6,\"completionorder\":6}],\"userid\":\"C70269846\",\"attachments\":[],\"coauthors_list\":[\"Shuo Niu\",\"Ava Bartolome\",\"Cat Mai\",\"Nguyen Binh Ha\"],\"sort_date\":\"2021-9-01\"},{\"activityid\":5725,\"fields\":{\"Type\":\"Articles in Refereed Journals\",\"Title\":\"#TeamTrees: Investigating How YouTubers Participate in a Social Media Campaign\",\"Journal Title\":\"Proc. 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The PIs seek to incorporate new course projects in current CS PoP courses to introduce the D4D principles and methods. The PIs will incorporate their research on video and interaction technologies to encourage students to design and program for people with diverse racial, gender, and ethnic backgrounds and health conditions. This proposal seeks to purchase and offer a wide variety of digital devices for students to use in their D4D course projects. Design for diversity closely aligns with Clark\\u2019s DEI initiative and the global trend of promoting technology accessibility and equity. Offering a variety of digital devices will strengthen the programmatic identity of PoPs, the diversity of topics of CS PoP courses, and the diversity of students benefitting from PoP courses.&lt;\\\/p&gt;\",\"Number of Periods\":1,\"URL\":\"\"},\"facultyid\":\"C70269846\",\"funding\":{\"8000\":{\"id\":8000,\"grantid\":1767,\"fundedamount\":\"8118\",\"yearfunded\":1,\"fundedtype\":\"Total\",\"currencytype\":\"USD\",\"startdate\":\"2022-01-01\",\"enddate\":\"2022-12-31\"}},\"coauthors\":{\"7471\":{\"authorid\":7471,\"grantid\":1767,\"firstname\":\"Shuo\",\"middleinitial\":\"\",\"lastname\":\"Niu\",\"authortype\":\"PI\",\"percenteffort\":null,\"sameschoolflag\":1,\"facultyid\":\"C70269846\",\"primaryunitid\":101},\"7472\":{\"authorid\":7472,\"grantid\":1767,\"firstname\":\"John\",\"middleinitial\":\"J.\",\"lastname\":\"Magee\",\"authortype\":\"CoPI\",\"percenteffort\":null,\"sameschoolflag\":1,\"facultyid\":\"C70204736\",\"primaryunitid\":101}},\"status\":[{\"grantid\":1767,\"status\":\"Funded - In Progress\",\"statuslabel\":\"Funded - In Progress\",\"term\":\"Spring\",\"year\":2022,\"termid\":\"2021\\\/03\",\"listingorder\":3,\"completionorder\":5}],\"userid\":\"C70269846\",\"attachments\":[],\"sort_date\":\"2022-12-31\"},{\"activityid\":378,\"fields\":{\"Title\":\"LEEP student Fellows\",\"Sponsor\":\"Clark University\",\"Grant ID \\\/ Contract ID\":\"\",\"Award Date\":\"2020-03-27\",\"Start Date\":\"2020-05-18\",\"End Date\":\"2020-08-14\",\"Period Length\":3,\"Period Unit\":\"Month\",\"Indirect Funding\":0,\"Indirect Cost Rate\":null,\"Total Funding\":\"2500\",\"Total Direct Funding\":null,\"Currency Type\":\"USD\",\"Description\":\"\",\"Abstract\":\"&lt;p&gt;YouTube is not only a platform for content creators to share videos, but also a virtual venue to host community activities such as social media campaigns. Social media campaigns for public awareness are growing and reoccurring online phenomena on YouTube, which call for content creators to use their video-creation skills to engage the audience and raise awareness of the global challenges. However, how the YouTube platform culture affects the video creation for a social media campaign is an under-explored CSCW area. This study examines #TeamTrees &ndash; a recent social media campaign hosted on YouTube and sought to raise people&rsquo;s awareness of tree-planting and global warming. We explore how different YouTube cultures affect the popularity and quality of the videos created for the campaign. The analysis of 464 #TeamTrees videos reveals how two fundamental YouTube cultures &ndash; participatory culture and celebrity culture &ndash; affect video styles, video popularity, and relative quality. The results suggest that celebrity culture affected video popularity and quality, while participatory culture mainly affected relative quality. Celebrities had a dominant influence, but amateurs participation should still be encouraged. YouTubers of different celebrity levels generated different roles during the campaign. Videos demonstrating creativity and campaign participation had better overall quality. 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