TikTok’s having a rough 2026. The app recently switched ownership from the Chinese-based ByteDance to the new “TikTok USDS Joint Venture,” which, as the name implies, is a majority American-owned business entity. Any changing of the guard comes with the risk for disruptions and issues, but it seems TikTok’s problems have gone beyond the usual rocky transition. First, the app itself went down, which the company attributed to a power outage at a data center. Then, users accused the platform of updating its terms of service with aggressive new tracking, blocking certain content types, and “shadowbanning” new posts from some users.
It’s still not clear exactly what’s going on here, but users aren’t waiting around for more explanation. In fact, many have made up their minds already, and believe the app is actively suppressing content, neutering algorithms, and invading privacy in a way it didn’t under ByteDance. While there are other, popular social media platforms to jump to, many apparently have flocked to a relatively new one: UpScrolled. As of this article, it’s now the second most popular free app on the iOS App Store, reminding me of when X users ran to Bluesky.
UpScrolled, created by Issam Hijazi, is a social media platform that launched this past June. According to the company’s “About” page, UpScrolled’s mission is to allow all users to share their views without risk of bias, shadowbanning, or “unfair” algorithms. The company asserts it does not push agendas, and ensures that “every post has a fair chance to be seen.” If you believe TikTok’s algorithm is now biased against your views, I could see how that pitch sounds enticing.
The company says it only restricts content that violates their guidelines. That means illegal activities, hate speech, bullying and harassment, explicit nudity, unlicensed copyrighted content, or anything “intended to cause harm.” UpScrolled will also never ban you without your knowledge. If the platform removes your videos or your account, it says it’ll let you know why.
One big difference between UpScrolled and other social media platforms is its algorithm. The app splits feeds into two: There’s the Following Feed, which lists posts entirely in chronological order. The first posts are the newest from your followers, and you scroll through previous posts. If you want to find new posts from accounts you don’t follow, you can use the Discover Feed. But unlike TikTok or Instagram, the Discover Feed does not employ some aggressive, personalized algorithm. Instead, it’s based on likes, comments, and reshares. Popular posts from across the platform are shared with you
What I especially appreciate is UpScrolled’s approach to data collection, in that they largely don’t do it. The company says it doesn’t sell user data to third-parties for marketing, tracking, or for profit. The only times they’ll hand over user data is when compelled by law. That’s in sharp contrast to many social media platforms, which seem to collect as much of your data as possible.
I haven’t spent much time with the app yet, though I did create an account this morning to see what the hullabaloo was all about. I don’t recognize any of the users the app suggests I follow, which means I’ll likely need to dig through the content types if I want to find accounts to start following.
What do you think so far?
The Discover Feed is a mix of content types, but is heavy with content surrounding the current Israeli-Palestinian conflict. In fact, many users are choosing the platform as a space for pro-Palestinian content, in response to allegations that mainstream social media apps censor these types of posts. That said, the app advertises a host of different content types to follow, including sports, news, games, film, music, tech, and travel.
As you might expect, some of the posts here are simply ripped from TikTok, which is a common practice I see on social media platforms that, well, aren’t TikTok. Despite the current controversy, it’s clear which platform still has the largest user share at this time, by a long shot.
But it’s not all short-form videos. The app also includes plenty of posts of static images as well, which reminds me more of Instagram than TikTok. Still, it seems former TikTok users don’t care that this isn’t a one-to-one replica of the TikTok formula, and care more about sending a message to the app they once loved being addicted to.
I’m not sure my limited journey with UpScrolled this morning will keep me hooked, but it’s an interesting take on a social media platform. We’ll just need to see if the growth will continue, or if this is just a momentary blip before people return to TikTok.
