UpScrolled, a rising social app claiming to embrace “all voices,” has reportedly crossed 2.5 million users globally, just months after launching.
Founder Issam Hijazi announced the milestone during Web Summit Qatar, attributing the app’s growth to backlash against established platforms — and more recently, TikTok’s U.S. ownership shakeup.
This article explores how UpScrolled is capitalizing on user frustration with algorithm-driven censorship and ethical concerns around Big Tech. It also examines the platform’s moderation stance, growth trajectory, and what marketers need to keep an eye on as new players shake up the attention economy.
Short on time?
Here’s a table of contents for quick access:
- What is UpScrolled and what sparked its growth?
- A platform that promises “no shadowbans” — but at what cost?
- What marketers should know
Patrecia Meliana
What is UpScrolled and what sparked its growth?
UpScrolled is a new social network that blends features from Instagram and X (formerly Twitter), while promising users an open environment without algorithmic suppression or content censorship.
Launched roughly six months ago, the app remained under the radar until January, when the U.S. arm of TikTok underwent a structural shift. A new investor consortium, led by Oracle and Silver Lake, took over majority ownership while ByteDance retained a minority share. The move reignited privacy concerns and sparked a surge of user migration to alternative platforms.
Hijazi revealed that UpScrolled grew from 150,000 users in early January to over 2.5 million globally as of February. He attributed the spike to people “looking for platforms that don’t sell their data or manipulate what they see.”
Notably, UpScrolled isn’t alone in this rebound. Protocol-based platforms like Skylight also saw usage grow, with Skylight surpassing 380,000 users shortly after the TikTok deal closed.
A platform that promises “no shadowbans”
Hijazi positioned UpScrolled as a censorship-free zone, accusing legacy platforms of selectively muting pro-Palestinian voices and prioritizing profit over user well-being. “They don’t care about your mental health… they just want you addicted,” he said during the summit.
While this narrative resonates with some audiences, others have raised flags. Users from other platforms have reported seeing high volumes of explicit content on UpScrolled, raising concerns about moderation — or the lack thereof.
Hijazi countered that UpScrolled won’t use amplification algorithms but will enforce region-compliant community guidelines. A task force of experts is reportedly being assembled to define those rules, with user feedback playing a role in shaping the platform’s future policies.
So far, there has been no formal funding announcement, but Hijazi confirmed growing investor interest.
What marketers should know
UpScrolled is still early-stage and unproven, but its momentum opens new conversations around platform risk and content strategy. Here’s what brands and marketers should keep in mind:
- Audience shifts are real and fast
The exodus from TikTok — even if temporary — signals how quickly sentiment can change. Marketers relying heavily on one or two platforms should reassess their channel diversity plans.
- Content moderation matters to brand safety
An “anything goes” platform might appeal to some users, but it also creates risks for advertisers. Until UpScrolled formalizes its moderation policies, cautious testing is advised.
- New players offer first-mover advantages
For early adopters in the creator or community-building space, new platforms can offer outsized visibility before the ad ecosystem matures.
- Stay alert to geopolitics in social media
UpScrolled’s rise is partially rooted in global political tensions. As these themes continue influencing platform behaviors, marketers must monitor the social-political climate shaping where audiences go next.
UpScrolled is one of several emerging platforms riding the wave of discontent with Big Tech’s moderation practices and data policies. Whether it sustains user interest beyond the initial boom depends on how it balances free expression with content controls.
For marketers, it’s yet another reminder to build adaptive strategies that account for sudden platform shifts — both in audience trust and attention flow.
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