UpScrolled Just Hit #1 in the App Store. Here's Why Creators Are Paying Attention.
In less than a week, a social media app most people had never heard of shot from 150,000 users to over 1 million. For creators, the implications are significant.
The Creator Economy
Editorial oversight by the Editor-in-Chief
In less than a week, a social media app most people had never heard of shot from 150,000 users to over 1 million. UpScrolled is now the number one downloaded app in Apple's US App Store, surpassing Meta's Threads, WhatsApp, and even TikTok itself.
The timing isn't coincidental. And for creators, the implications are significant.
This isn't just another app launch story. UpScrolled's rapid ascent represents a broader shift in creator sentiment—frustration with opaque algorithms, concern about platform stability, and desire for transparent content distribution. Whether UpScrolled can sustain this momentum remains uncertain, but its initial success reveals market demand for creator-friendly alternatives.
What Is UpScrolled?
UpScrolled is an Australian social media platform for microblogging and short-form video sharing, launched in June 2025 by Issam Hijazi, a Palestinian-Jordanian-Australian entrepreneur and former Big Tech developer who previously worked at Oracle and IBM.
The Founder's Vision
Hijazi built UpScrolled explicitly as a response to what he viewed as broken trust between creators and platforms. Having worked inside major tech companies, he understood the algorithmic manipulation that creators constantly complained about. His goal: create a platform where the rules are transparent, consistent, and creator-friendly.
The Platform's Core Features
UpScrolled combines elements of Twitter (text-based posts up to 280 characters), TikTok (short-form video), and Instagram (image sharing) while positioning itself as a "transparent tech" alternative to dominant platforms.
Key features include:
- Chronological and algorithmic feed options (user's choice)
- No shadow banning policy (written into terms of service)
- Transparent content moderation with appeal processes
- Creator monetization tools from day one
- Cross-platform content export
The app positions itself explicitly as a platform free from censorship, shadow bans, and opaque algorithmic manipulation.
The Trigger: TikTok's US Deal
The surge began on January 22, 2026—the exact day TikTok announced its new American-controlled joint venture. Sensor Tower data shows 85% of UpScrolled's US downloads occurred in the six-day window between January 21 and 27.
Why the Timing Matters
TikTok's ownership transition created uncertainty among creators about algorithm changes, content moderation policies, and platform direction. Even though the deal brings stability, it also signals that TikTok will become more corporate, more advertiser-friendly, and potentially less creator-centric.
For the full breakdown of TikTok's ownership transition and what it means for creators, see our detailed analysis /post/tiktok-us-takeover-creators.
The Download Spike
App analytics tell the story:
- January 20: 8,000 daily downloads
- January 22: 147,000 daily downloads
- January 24: 203,000 daily downloads
- January 27: 178,000 daily downloads
Total users surpassed 1 million on January 26, making UpScrolled the fastest-growing social app of 2026.
What Makes UpScrolled Different?
The platform's differentiators aren't just marketing claims—they're architectural decisions baked into the product.
No Shadow Banning
The app's foundational promise is aggressive: UpScrolled does not and will never shadowban content. This policy is written into the terms of service with financial penalties for violation. If UpScrolled is caught shadowbanning, users can claim damages through binding arbitration.
This represents a radical departure from every major social platform, which reserves the right to limit content reach without notification.
Chronological Feeds
While every other major platform has abandoned chronological ordering in favor of algorithmic curation, UpScrolled keeps posts in order of when they were published—if you want. Users can toggle between "Following" (chronological) and "Discover" (algorithmic) feeds.
This gives creators confidence that their content will actually reach their followers, not disappear into an algorithmic black box.
Transparent Discovery Algorithm
The Discover Feed uses simple, transparent ranking based on likes, comments, and reshares, with deliberate randomness to ensure every post has a chance.
UpScrolled publishes the exact formula:
- 40% - Engagement rate (likes + comments + reshares / followers)
- 30% - Recency (posts decay over 24 hours)
- 20% - Diversity (prevents feed domination by single creators)
- 10% - Randomness (gives new creators visibility)
No black box. No mysterious algorithm changes. Just transparent rules applied consistently.
Creator Monetization from Day One
Unlike platforms that wait until massive scale before introducing monetization, UpScrolled launched with revenue sharing, tipping, and premium subscriptions built in. Creators can start earning immediately, not after reaching arbitrary follower thresholds.
What This Means for Creators
UpScrolled's rise presents both opportunities and challenges for creators evaluating platform strategy.
The Opportunity: Early Mover Advantage
Being early on a growing platform has historically created disproportionate advantages. Early YouTube creators, early Instagram influencers, and early TikTok adopters all benefited from algorithmic favorability and audience scarcity. UpScrolled offers a similar opportunity—but only if the platform achieves sustainable growth.
The Opportunity: Algorithm Transparency
Knowing exactly how the algorithm works allows creators to optimize strategically. No guessing, no conspiracy theories, no sudden drop in reach without explanation. For creators burned by opaque platform changes, this transparency is transformative.
The Opportunity: Underserved Audiences
Many creators feel suppressed by mainstream platform moderation. UpScrolled's commitment to free expression (within legal bounds) attracts audiences seeking content they can't find elsewhere. This creates niches for creators willing to serve these audiences.
The Risks: Scale Questions
UpScrolled has 1 million users. TikTok has 200 million in the US alone. Even if UpScrolled continues growing, it will take years to reach competitive scale. Creators investing significant time need to weigh opportunity cost against building on established platforms.
The Risks: Content Moderation Concerns for Advertisers
UpScrolled's permissive content policies may attract audiences, but they could repel advertisers. Brands are increasingly risk-averse about adjacency to controversial content. If UpScrolled can't attract advertising at scale, creator monetization will suffer.
The Risks: Uncertain Sustainability
Many "Twitter alternatives" have launched with initial buzz before fading into irrelevance. UpScrolled faces significant challenges: competing with entrenched platforms, managing content moderation at scale, and building a sustainable business model. The jury is still out on whether they can execute long-term.
The Technical Architecture
UpScrolled runs on a decentralized infrastructure designed for transparency and user control.
Content Storage
Unlike traditional platforms that lock content in proprietary systems, UpScrolled allows full content export. Creators own their content and can leave the platform with their entire archive—followers, posts, and engagement data.
Moderation Transparency
All moderation actions are logged and viewable. If content is removed, creators see exactly why, who made the decision, and how to appeal. This transparency builds trust even when creators disagree with specific decisions.
Algorithm Openness
UpScrolled publishes its algorithm methodology and updates publicly. While the exact code remains proprietary (to prevent gaming), the principles and weighting are completely transparent.
Should You Join UpScrolled?
The honest answer: probably yes, but with measured expectations.
The Case for Joining Now
Claiming your username costs nothing. Building an early presence gives you optionality. If UpScrolled becomes the next big thing, you'll regret not establishing your presence early. Even if it doesn't, you've lost minimal time and gained experience with an alternative platform.
The Smart Play: Platform Diversification
Don't migrate from TikTok to UpScrolled. Expand your presence across multiple platforms. The creators who survive long-term are platform-agnostic, building audiences everywhere and maintaining direct relationships through email and community platforms.
Related reading: Learn how anonymous creators are building six-figure businesses without showing their face in our feature on faceless channels /post/faceless-channels-anonymous-creators.
Strategy Recommendations
If you're joining UpScrolled, approach it strategically:
- Claim your username immediately
- Cross-post content from other platforms to test engagement
- Build authentic connections with early users
- Participate in the community to understand culture
- Don't over-invest until the platform proves retention
The Bigger Picture
UpScrolled represents what creators have been asking for—transparent algorithms, no shadow banning, and user-centric design. Whether it can deliver at scale remains the critical question.
The Competition's Response
Established platforms are watching. If UpScrolled gains serious traction, expect TikTok, Instagram, and YouTube to introduce transparency features, creator-friendly policies, and algorithm explainability. Competition drives innovation, and UpScrolled's growth pressures incumbents to improve.
The Future of Creator Platforms
The next generation of creator platforms will likely emphasize transparency, user control, and creator monetization. UpScrolled is testing this thesis in real-time. If they succeed, they'll prove that creators value fairness and transparency enough to switch platforms. If they fail, they'll demonstrate that network effects and scale trump everything else.
The Bottom Line
UpScrolled's explosive growth demonstrates real demand for creator-friendly alternatives. Whether it becomes a legitimate competitor to established platforms or fades like countless "Twitter killers" before it depends on execution over the next 12-18 months.
For creators, the message is clear: diversification matters. Don't put all your content on one platform, no matter how big or stable it seems. Build presence everywhere, own your audience relationships, and stay adaptable.
The creator economy's future is multi-platform—and UpScrolled just became part of that conversation.
By The Creator Economy Editorial Team
Editorial oversight by Ismail Oyekan
Ismail Oyekan is the Editor-in-Chief of The Creator Economy and the founder of IMCX (Influencer Marketing Conference & Expo), the premier industry gathering connecting creators, brands, and capital. Named one of the 100 Most Influential People in Influencer Marketing by Influence Weekly, he has managed over $20 million in influencer marketing budgets and worked with A-list talent including Floyd Mayweather and DJ Khaled. He is a sought-after advisor to creator economy startups.
