TikTok Backlash Sparks UpScrolled Surge as Users Flee New Ownership
A sudden shift is unfolding in the social media landscape and it is being driven by frustration, trust and a growing sense that something has changed at TikTok.
In just days after TikTok finalized a major restructuring of its U.S. operations, a lesser-known competitor called UpScrolled has rocketed up the App Store charts. The app now ranks above TikTok itself among free downloads in the United States and its servers briefly crashed under the weight of new users rushing in faster than the platform could handle.
UpScrolled is a short-form video and social posting app, built to feel familiar but operate very differently. Its founders say the platform avoids shadowbanning, avoids hidden throttling and keeps feeds transparent. Posts appear in chronological order for followers and discovery is driven by basic engagement rather than opaque algorithmic boosts. That promise is exactly what appears to be resonating right now.
The timing matters. TikTok’s U.S. business was spun into a new entity last week, owned in part by companies and investors with visible political ties. Almost immediately, accusations began circulating online that certain political viewpoints, especially criticism related to immigration enforcement and the Trump administration, were being suppressed. TikTok denies intentional censorship and has blamed recent disruptions on technical failures tied to a data center outage. But for many users, confidence was already shaken.
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At the same time, TikTok rolled out an updated privacy policy that renewed concerns about data tracking. While some of the language was not new, it reignited anxiety around location data and personal information. For creators and everyday users alike, the moment felt like a breaking point.
UpScrolled positioned itself as an alternative for people who feel unheard. Its messaging is blunt. No censorship. No shadowbans. No algorithm deciding who deserves visibility. That stance, combined with TikTok’s instability, created the perfect opening. In a matter of days, tens of thousands of new downloads poured in, pushing the app into the top tier across multiple countries.
This moment matters because it highlights how fragile platform loyalty has become. Social media giants thrive on habit and trust and when that trust cracks, users are willing to experiment. Whether UpScrolled can sustain this growth is still an open question. It remains a small team with limited infrastructure, now facing the pressure of rapid scale and heightened scrutiny.
But the message from users is already clear. Control, transparency and fairness are no longer niche demands. They are becoming expectations.
As the dust settles around TikTok’s new ownership and its technical challenges, the competition is no longer theoretical. It is happening in real time, on app store charts and in the choices users are making right now.
Stay with us as this story continues to evolve and keep watching for the developments shaping the future of online platforms worldwide.
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