You have an insect infestation.  

Two insects which can cause the white puffy larva look are mealybugs and ladybeetles.  

Mealybugs are small, soft-bodied white insects with waxy filaments protruding from the bodies.  The larvae will eat through healthy plant material including the leaves, flowers, and supporting branches. Feeding larvae can also emit a honeydew substance that can drip all over the shrub and leave the shrub susceptible to the tree disease black sooty mold and can attract an ant infestation. Mealybug removal can be done by hand and with a combination of plant-safe soap, heat, and water.  https://content.ces.ncsu.edu/mealybugs

The eggs of some lady beetles are yellow and less than ¹⁄₁₆ inch long. They are often laid on end in small masses. The eggs of others are scale-like and laid flat on twigs. From the eggs hatch larvae, small insects that resemble tiny, short-snouted alligators with six legs. Some lady beetles have larvae covered with a fluffy white secretion which makes the insect look like a mealybug. These eat aphids and are considered helpful insects.  https://content.ces.ncsu.edu/lady-beetles-1

Watch your plant to see what emerges - if mealybugs, then treat as per described above.  If lady beetles no treatment is necessary.

So you don’t think it is Cottony Maple Scale?  It is on both branches and on some under side of leaves too.

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> On Jun 18, 2021, at 8:18 AM, Ask Extension <askextension> wrote:
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I stand corrected - your diagnosis looks right on - here is a fact sheet regarding conrol. https://ohioline.osu.edu/factsheet/ENT-62