UpScrolled vs. the feed giants

UpScrolled: A New Era of Ethical Social Media Challenges the Giants

Mr. Issam Hijazi, Founder & CEO of UpScrolled, launched his social media app less than a year ago, driven by the perceived complicity of existing platforms in suppressing information during the Gaza genocide. As a Palestinian, he sought to create a safe space for free expression, free from shadow banning and selective censorship. Research confirmed strong user demand for alternatives, leading him to secretly develop UpScrolled alone for nearly two years.

UpScrolled experienced an extraordinary, organic surge in January, growing from 150,000 to 2.5 million users in one week. This rapid expansion, topping app charts in the UK, Australia, and the US, was triggered by user concerns over potential content manipulation following the acquisition of TikTok US, prompting a mass migration.

A core feature is its default chronological feed, giving users control and avoiding “addiction loops” prevalent in algorithm-driven platforms. Intentionally developed outside the US, UpScrolled serves marginalized communities globally, offering a secure environment for connection and information sharing, challenging Silicon Valley’s dominance.

UpScrolled ensures trust and safety with human-in-the-loop content moderation, preventing algorithmic suppression while addressing harmful content. User privacy is paramount, with data stored outside the US. Notably, Israel is not recognized as a territory on the app, a business decision reflecting Mr. Hijazi’s view of it as an ethno-state.

Mr. Hijazi envisions UpScrolled as a mainstream, ethical global platform, guided by a “North Star” value system prioritizing humanity, user well-being, and free expression over profit. Monetization strategies include subscriptions for verified badges, carefully vetted advertising, a marketplace for businesses, and exclusive content subscriptions for creators, ensuring sustainability.

The journey from a solo founder to a global team of 25 employees highlights the app’s rapid evolution, now approaching 6 million users. While initial content focused on politics, a growing variety of topics is emerging. Mr. Hijazi’s optimism, despite challenges, is fueled by users’ willingness to switch and advocate for the platform, reinforcing the power of collective action and hope for a better future.