Should my business be on UpScrolled?

New social media platform, UpScrolled, is quickly gaining attention. It launched in 2025 and is positioning itself as an alternative to mainstream networks, a clever move given recent developments in the social media landscape. Here, we look at what UpScrolled is, why it’s getting attention, and whether it makes sense for your business to be there.

What is UpScrolled?

UpScrolled has been described as a cross between X (Twitter) and Meta's Instagram. According to the platform’s FAQs, it's been created as a response to perceived algorithm bias, censorship and shadowbanning on major networks. UpScrolled promises that:

• Content feeds are chronological for people you follow
• It will not share user data with third parties for profiling or marketing (though it will comply with legal requests)
• Users can share photos, videos and text without hidden algorithms manipulating visibility
   

Why is UpScrolled growing in popularity? 

At the moment, UpScrolled is being downloaded rapidly, and users now surpass 2.5 million. The reason for this growth can be put down to a host of geopolitical factors, including: 

• The American arm of TikTok switching to US ownership
• Users feeling their content is being deliberately hidden or shadowbanned
• A demand for the return to chronological feeds
• Political activism
   

Who is using UpScrolled? 

It's early days, so it's difficult to identify a key demographic for UpScrolled. The company itself is yet to publish any analytical data. Given the nature of the platform and its appeal to those disenchanted with the status quo, it would be safe to assume that it would attract younger, digitally savvy, think young adults through to early millennials. But the consciousness has been wrong before, with many a promising platform fizzling out after the initial buzz.   

What do we know? To date, downloads seem to be concentrated in North America, with some growth in France, Italy, Germany and the UK, with most users speaking English. What don't we know? There is a sense that people signing up are frustrated by the changes to TikTok and it is drawing interest from the politically engaged, but it's important to stress that there's currently no data to back this assumption up. 

Deciding if your business should be on UpScrolled

UpScrolled is an emerging social platform with a growing but still relatively small user base. For brands and creators, it represents both opportunities and uncertainties. Understanding these dynamics can help businesses make informed decisions about whether and how to engage. 

Curious about whether UpScrolled is right for your business? Have a look through our checklist: 

Will UpScrolled help you reach new audiences early?
There may be a chance to influence and establish authority in your niche. Being among the first businesses on a growing platform can build visibility before the space becomes crowded.

Does diversifying your social presence make sense?
Maintaining activity across multiple platforms helps reach broader audiences and experiment with different content formats. UpScrolled adds an additional touchpoint for engagement, especially if your competitors are not yet present.

Can you foster meaningful engagement?
UpScrolled emphasises authentic interactions and community-driven conversations. Brands whose messaging aligns with this ethos may engage more deeply with audiences seeking alternatives to algorithm-driven feeds.

Are you positioned to take advantage of future platform tools?
Monetisation is on the roadmap! The platform plans to introduce creator monetisation, branded content options, and community-supported engagement tools.

Is the user base relevant to your audience?
Although UpScrolled is growing, it has not yet reached the scale of major platforms like TikTok, Instagram, or Facebook. You may see limited engagement if your target audience is not active there.

Do you have the resources to manage another platform?
Content creation, audience engagement, and performance monitoring all require time and capacity. Only consider adding a new platform if your team can sustain consistent activity.

Are analytics and business tools sufficient for your needs?
UpScrolled’s analytics and advertising features are still maturing. Measuring success and reaching specific audience segments may be more challenging than on established platforms.

Does the platform fit your audience and brand culture?
Not every platform suits every brand. In the absence of any firm demographics, consider whether your brand’s voice, story, and content approach would resonate with a platform focused on meaningful engagement.
 
UpScrolled offers an interesting alternative to mainstream social networks with its focus on fairness and transparent feeds. For businesses willing to experiment and diversify their social strategy, it can be worth joining early to at least secure a handle and begin to build an audience. But this should be part of a broader, purposeful social media plan rather than something you jump into without clear goals and resources.