A tremor ran through the digital world in 2026. TikTok, once the undisputed king of short-form video, found itself facing an unprecedented crisis. The recent change in ownership – from Chinese-based ByteDance to a majority American entity – was supposed to be a smooth transition. Instead, it ignited a firestorm of user distrust.
It began with a sudden, unsettling outage. The official explanation – a simple power failure – felt hollow to many. Then came accusations of surreptitious changes to the terms of service, aggressive tracking, and the chilling practice of “shadowbanning” content. Users felt a shift, a subtle but undeniable suppression of voices and ideas.
A sense of betrayal quickly spread. The algorithm, once celebrated for its uncanny ability to deliver personalized content, was now perceived as biased, manipulative, and invasive. The feeling wasn’t just about altered preferences; it was about a loss of control, a creeping suspicion that the platform was no longer serving its users.
The exodus was swift and decisive. While other established platforms beckoned, a surprising destination emerged: UpScrolled. This relatively new app, launched just months prior, rapidly climbed the charts, mirroring the flight from X to Bluesky. It became a beacon for those seeking a different kind of social experience.
UpScrolled, the brainchild of Issam Hijazi, built its foundation on a simple, powerful promise: a platform free from bias, shadowbanning, and manipulative algorithms. The core mission, as the company states, is to ensure every post has a fair chance to be seen, a direct response to the anxieties gripping the TikTok community.
The platform’s content guidelines are straightforward, focusing on illegal activities, hate speech, and harmful content. But the real differentiator lies in transparency. UpScrolled pledges to inform users directly if their content is removed or their account is suspended, a stark contrast to the often-opaque practices of larger platforms.
The algorithmic approach is equally radical. UpScrolled offers two distinct feeds: a chronological “Following” feed, showcasing posts from accounts you choose, and a “Discover” feed based purely on engagement – likes, comments, and reshares. There’s no secret sauce, no personalized manipulation, just genuine popularity.
Perhaps most compelling is UpScrolled’s stance on data privacy. In a world where user data is a commodity, the company asserts it does not sell information to third parties. Data is only shared when legally compelled, a commitment that resonates deeply with privacy-conscious users.
A brief exploration of UpScrolled reveals a platform still finding its footing. The initial suggestions for accounts to follow are unfamiliar, requiring a deliberate search for content. The “Discover” feed currently features a significant amount of content related to the Israeli-Palestinian conflict, reflecting its emergence as a space for voices feeling marginalized elsewhere.
Despite the early focus, the platform aims to encompass a broad range of interests – sports, news, gaming, film, music, tech, and travel. It’s not uncommon to find content repurposed from TikTok, a natural consequence of users seeking a new home for their creations.
TikTok remains the dominant force, but the surge in UpScrolled’s popularity sends a clear message. Users aren’t simply seeking a TikTok clone; they’re demanding a fundamental shift in how social media operates. They want transparency, fairness, and control over their online experience.
Whether UpScrolled’s growth will sustain itself remains to be seen. It’s too early to declare it a long-term rival to TikTok. But the app represents a fascinating experiment, a bold attempt to build a social platform rooted in principles that many users now desperately crave.
