UpScrolled: the app people are downloading as TikTok faces backlash

TikTok is having a turbulent moment. The platform is being criticized on several fronts, from privacy fears and political pressure to claims that certain viewpoints are being muted. And as often happens on social media, the uncertainty creates space for a new contender to capture attention. Right now, that contender is UpScrolled.

The app is seeing a wave of downloads from users who say they are losing confidence in TikTok. The big question is whether UpScrolled is simply benefiting from a temporary storm, or if it can genuinely become a long-term replacement.

From censorship allegations to a download surge

Frustration around TikTok intensified after a major change in its US situation. On January 22, Oracle, led by Trump ally Larry Ellison, took over the American branch of the platform together with other parties. After that takeover, accusations started circulating that TikTok was suppressing content critical of Trump.

At the same time, TikTok users also ran into technical issues. Uploading new videos stopped working properly, and the feed itself had disruptions when people tried to view posts. By the end of January, the average number of US users deleting TikTok rose by 150% compared with the previous three months.

So where did everyone go to keep scrolling?

UpScrolled has emerged as the most visible beneficiary of the moment. Founded in 2025 by Australian-Palestinian creator Issam Hijazi, the app climbed quickly in the aftermath of TikTok’s troubles. Within weeks, it reached the number 1 spot among free apps in the App Store. The shift has been most pronounced in the United States, but UpScrolled is also performing strongly in the UK, Canada, and Australia.

Why UpScrolled is resonating right now

UpScrolled’s rise is not just about timing. The platform actively presents itself as the opposite of TikTok, which is exactly what appeals to many users in a period marked by distrust and political tension. According to the founder, the core ideas are transparency and neutrality.

That positioning is made explicit in the company’s messaging, including a clear mission statement used on its website and in marketing:

 “We exist to put fairness back at the center of social media. Every voice deserves real reach and equal treatment. No shadowbans, no hidden throttling, no pay-to-play favoritism- ever. We don’t push agendas- political, commercial, or otherwise. Our rules are clear and applied evenly. Our ranking is explainable, our decisions accountable, and influence comes with responsibility […].” – UpScrolled

For people who currently suspect manipulation, hidden reach limits, or political steering on major platforms, this promise is exactly the kind of message they want to hear. That is why UpScrolled is being framed as a logical alternative.

UpScrolled in a nutshell

At first glance, UpScrolled will feel familiar to anyone who has used TikTok. You can follow other users, browse photos and videos, and the app still uses an algorithm to shape what you see. But it also highlights several points that are meant to set it apart:

Source: UpScrolled

Even though the app supports short-form video, the current reality is that text and images are more common, with video content lagging behind. In terms of look and feel, it resembles a blend of X and Instagram rather than something radically new compared to established social networks.

Early reviews are strong, but not flawless

So far, many users appear happy with the experience. On Google Play, UpScrolled has a 4.8 rating based on more than 21.2K reviews. In the App Store, it holds a 4.7 rating with 3.4K ratings.

Still, early adopters are also pointing out areas where the app could improve. One user, for example, praised the product but wished the feed offered more variety at once instead of focusing heavily on a single topic:

 Loving the app, but I wish the feed was more varied. Right now, it sticks to just one topic at a time instead of showing a mix of content. I’d love an option to see a more blended mix of posts from different topics.

Other complaints mention trouble creating an account, unwanted content appearing, and image quality dropping after uploads. In other words, UpScrolled may be gaining momentum, but it is still a very new platform with visible growing pains.

Is TikTok’s decline temporary or permanent?

Whether TikTok truly suffers long-term damage is still uncertain. The platform has been under pressure for a long time, including repeated warnings about data collection and ongoing discussion about possible bans. Yet despite all of that, it has remained hugely popular. That is partly because TikTok has an enormous influencer ecosystem and nearly 2 billion users. Newcomers do not match that scale overnight.

There is also a familiar pattern here. When a new social app appears, it can briefly look like the power balance is about to change. Lemon8 and BeReal are recent examples that attracted intense attention and millions of downloads quickly. But the result has often been the same: people test new platforms, then drift back to the dominant incumbents. Instagram and Facebook have stayed on top through multiple waves of challengers.

UpScrolled can definitely ride the current frustration with TikTok and benefit from the moment. The open question is whether that curiosity turns into lasting migration, or whether most users will ultimately return to the larger, established platforms once the controversy cools down.