A newly-launched short-form video platform called UpScrolled has climbed to second place in the UK app download charts this week, as dissatisfaction with TikTok's moderation practices and algorithm changes continues to grow among users.
The app's rapid rise follows complaints from creators and viewers who say their content has been restricted, deprioritised or removed without clear explanation on established platforms. As debate around online moderation and platform control intensifies, UpScrolled has attracted attention by presenting itself as a looser alternative to mainstream short-form video services.
Although the platform remains far smaller than TikTok, its performance in the UK download rankings highlights growing frustration with how major social media companies manage visibility, reach and content enforcement.
What Is UpScrolled and Why Is It Trending in the UK
UpScrolled is a recently launched social video app that markets itself as a TikTok alternative with fewer content restrictions and a simplified feed. According to its developers, posts are surfaced based on direct user interaction rather than heavy reliance on automated recommendation systems.
Its rise in the UK comes amid wider debate about social media governance, data protection and content moderation. App store data shows UpScrolled reaching No. 2 among free app downloads in the UK over the past week, indicating a sharp increase in interest.
The platform's emphasis on transparency and user control appears to have resonated with creators who say engagement on larger platforms has become less predictable.
User Complaints Drive Migration From TikTok
Many users moving to UpScrolled cite frustration with TikTok's moderation policies. Online complaints frequently refer to videos receiving reduced visibility, a practice commonly described by users as 'shadowbanning.' TikTok has not confirmed that it shadowbans content, but has previously said its systems are designed to limit the spread of material that breaches community guidelines or poses safety risks.
Just joined after TikTok decided that MAGA state Proud Bitch Incel boys with a gun fetish are the content they want to push.
— Billie Nelson (@Mamabenergy2) January 26, 2026
Join me here and everywhere and I will do my due diligence to post FACTS not micro penis bait!
Creators announcing their move to UpScrolled have encouraged followers to join, often pointing to declining reach and unclear enforcement decisions. Posts on platforms such as X show screenshots of download rankings and sign-up figures, suggesting a surge in new users over several days.
Moderation, Free Expression and Platform Responsibility
The rise of UpScrolled reflects wider debate around how social media platforms balance moderation and free expression. Critics argue that stricter controls can limit political commentary, satire or social debate. Supporters of moderation say platforms must address misinformation, harassment and illegal content, particularly as regulatory scrutiny increases.
Hey @grok what do you think about @realUpScrolled ? Will it replace @tiktok_us since it has no censorship, shadowban and deboost?
— Furkan Gözükara (@FurkanGozukara) January 26, 2026
Also follow me there as well https://t.co/OEfEL2y56s
Taking my art over there as we speak. Take your time friends. pic.twitter.com/QfJf6ZRyiB
— Joe Sim (@Bartenerds) January 26, 2026
Supporters of UpScrolled say its appeal lies in offering creators greater visibility and fewer perceived restrictions. Others have raised questions about how platforms with lighter moderation approaches will manage harmful or misleading content as their user bases grow.
UK, Australia and the US See Early Uptake
While the UK has been a key driver of UpScrolled's early momentum, app store rankings indicate rising interest in Australia and the United States. In Australia, the app's growth follows recent government moves to restrict social media use for under-16s, a policy that has frustrated some users and reignited debate over digital access and platform control.
In the United States, interest has been fuelled by privacy concerns, regulatory uncertainty and dissatisfaction with established platforms.
No ad budget. No big tech backing. Just you.
— UpScrolled (@realUpScrolled) January 26, 2026
🇺🇸 #2 🇬🇧 #2 🇦🇺 #3
We see you. We're not done yet. pic.twitter.com/XUeU2SOc5T
UpScrolled's rapid climb in the UK reflects shifting expectations around transparency and moderation in social media. As disputes over content control continue, the platform's early success suggests that frustration with dominant services is creating space for challengers, even as questions remain about long-term sustainability and governance.
