Are young eco-influencers racking millions of views on TikTok?

Dance routines and cat memes are usually what goes viral on TikTok. But now young eco-influencers are racking up millions of views with videos on everything from trash to the rights of nature.

Is TikTok a participatory platform?

Cabrera disagrees. TikTok is a participatory platform that allows users to easily borrow, repurpose and answer each other's videos. She says her viewers get in touch to let her know they're taking action by, for example, signing petitions or making small changes to their habits.

What is TikTok & why is it important?

Climate awareness and activism are thriving on TikTok TikTok has emerged as a destination for conversations focused on the most urgent environment and sustainability issues, with an active and engaged community of creators committed to raising awareness, inspiring action, and restoring the planet.

Is TikTok a place for climate activism?

Sophia Moore, an 18-year-old high school student and TikTok user in California, is active in various environmental and social justice causes but thinks the platform isn't the place for climate activism. "I think most people use TikTok as a form of mindless entertainment, to escape from school," she said.

Are TikTok viral videos real-world action?

But not everyone thinks TikTok viral videos necessarily translate into real-world action. Sophia Moore, an 18-year-old high school student and TikTok user in California, is active in various environmental and social justice causes but thinks the platform isn't the place for climate activism.

Are TikTok's climate videos a moral cause?

While van der Linden says he's not aware of any research specifically looking at TikTok's climate videos, his social media research suggested that it's difficult to generate long-term momentum behind the climate movement. Most don't see climate change as a moral cause or experience strong emotions around it, he added.