Launched last year, social media platform UpScrolled has rapidly gained traction, topping app store charts in key markets like the US, UK, Canada, and Australia with millions of downloads. The app’s founder, Issam Hijazi, presented his vision for a fundamentally different approach to social media at Web Summit Qatar: a platform built on ethics rather than profit.
The Problem With Existing Platforms
Hijazi sharply criticized Big Tech companies for prioritizing revenue over user wellbeing. He alleges that current platforms deliberately design addictive experiences, monetize user data, and disregard mental health. His core argument is that users have become the product – exploited for engagement and profit.
“Other platforms are designed to have us as the product because we are generating money for them… They designed the algorithm to keep you on the platform itself, scrolling without any value. We don’t do that. We designed Upscroll to let people log off.”
How UpScrolled Differs
While superficially similar to Instagram or X (formerly Twitter), UpScrolled claims to avoid algorithmic manipulation. The platform promises freedom of expression without censorship or “shadow banning,” appealing to users disillusioned with Big Tech’s content moderation practices. Hijazi emphasizes that UpScrolled does not aim to maximize screen time but instead to facilitate meaningful connection and allow users to disengage without friction.
The TikTok Deal & Growing Distrust
The recent US deal requiring TikTok to shift majority ownership to American investors highlights the broader trend of governments and users questioning the control over digital platforms. The deal, aimed at safeguarding national security through data protection and algorithm transparency, has fueled concerns about autonomy and transparency for TikTok’s user base. Hijazi’s commentary underscores this distrust:
“We cannot keep blaming the algorithm or the technology because there are people who are building this technology and the algorithm. The algorithm is just as good as the data that you feed it with… Behind the scenes, there are certain people who train this algorithm to flag things that don’t really go well with their propagandas or agendas.”
Momentum & Future Growth
Despite the dominance of established tech giants, UpScrolled’s rapid adoption suggests a demand for alternative platforms. The company is attracting investors aligned with its ethical vision, indicating that a values-driven approach to social media can attract both users and capital. Hijazi’s ambition is clear: to build a platform that prioritizes people over profits and redefines digital engagement.
The rise of UpScrolled demonstrates that users are increasingly aware of the trade-offs inherent in mainstream social media. The platform’s success raises questions about whether an ethics-first approach can disrupt the existing landscape, or if Big Tech’s dominance will ultimately prove insurmountable.
