Plus: The Washington Post is cutting major coverage areas; ‘de-escalation’ is the hot, new CEO buzzword.
TikTok competitor UpScrolled, shot to the top of the Apple App Store this week after users accused TikTok’s new American owners of suppressing videos critical of U.S. immigration enforcement and supportive of Palestine content.
As concerns spread online, users began flocking to the app, pushing it to No. 1 on the App Store almost overnight, Forbes reports.
The surge followed complaints from creators who said their videos were getting fewer views or uploading more slowly on TikTok.
TikTok said the issue was tied to a technical outage, but for many users, the explanation didn’t land.
UpScrolled CEO and founder Issam Hijazi explained that the app is a more transparent alternative, promising clearer visibility into how content is distributed.
“We exist to put fairness back at the center of social media. Every voice deserves real reach and equal treatment. No shadowbans, no hidden throttling, no pay-to-play favoritism — ever,” UpScrolled’s mission statement says. “We don’t push agendas — political, commercial, or otherwise. Our rules are clear and applied evenly. Our ranking is explainable, our decisions accountable, and influence comes with responsibility.”
The app’s users surpassed 1 million this week.
Why it matters: This kind of sudden migration isn’t new. Just last year, when TikTok faced the possibility of a U.S. ban, users moved to the Chinese social app, RedNote, pushing it up app charts as “TikTok refugees” searched for a backup home. But at its peak, RedNote had about 3.4 million users, while TikTok still has nearly 2 billion active users today.
In both cases, uncertainty about censorship, moderation or the platform’s future, was enough to send users looking elsewhere, spurred by the feeling that TikTok might no longer be reliable or trustworthy.
When audiences are anxious, transparency and clarity are critical. Silence or vague explanations create space for alternatives to gain attention. Addressing concerns directly, clearly and early can help slow speculation before it turns into a mass departure.
This situation also shows how social trends can move at the speed of a single announcement. Staying on top of where people are spending their time is a must. And more critically, just because something is trending today, doesn’t mean it will be tomorrow.
Editor’s Top Reads:
- The Washington Post is facing what could be one of the most significant rounds of newsroom layoffs in its recent history, with reports saying hundreds of journalists could be cut, especially from foreign, sports, and metro desks as part of a cost-cutting plan under owner Jeff Bezos, NYT These potential cuts have sparked internal letters, public appeals and online debate. Current and former journalists have gone public on social platforms calling urging Bezos to rethink the plan because of the newsroom’s public-interest role using the hashtag #SaveThePost. “For nearly a century, @washingtonpost foreign correspondents have been on the frontlines of wars, pandemics, economic crises, civil uprisings and so much more. Washington needs us. The world needs us. If you read us and need us, please watch and share,” journalist Siobhán O’Grady said on X, along with a video message. When a major newsroom changes or shrinks, it changes how news gets made. Fewer reporters means fewer people covering specific topics and less time to dig into stories. That can result in shorter, less detailed coverage, or some stories not being covered at all. It also means press statements and official messages may play a bigger role in shaping what gets published. Moving forward, PR pros may need to rethink their angle, diversify media contacts and outlets and look for new or unique ways to share their message.
- “De-escalation” has been the word of the moment for CEOs tackling the tense situation in Minneapolis. The Wall Street Journal’s recent survey of 10 CEO responses showed that “de-escalation” was mentioned nine times while “Trump” and “ICE” were mentioned only once. Not a single statement from the 10 mentioned “immigration.” While it’s obvious that many brands don’t want to take a hardline stance and risk alienating stakeholders or become the center of unwanted scrutiny, there is mounting pressure to address the issue that has further divided the nation. Michael Santoro, a business ethicist and professor at the Leavey School of Business, Santa Clara University, told the outlet: “Today, corporate leaders feel a clearer risk of government retaliation and stakeholder polarization. Even the perception of risk can chill speech.” There’s no easy choice right now. How leaders frame their messages shapes public perception. Words like “de-escalation” are softer and safer, but they also risk sounding vague or evasive when the public expects more direct leadership in serious situations. Audiences, including customers, employees and media, may interpret vague language as avoidance or lack of principles, which can further hurt trust.
- President Donald Trump has nominated former Federal Reserve governor Kevin Warsh to be the next chair of the Federal Reserve, succeeding Jerome Powell. Warsh is widely recognized for his deep experience in economics, monetary policy and past criticism of the Fed. Many economists and business leaders acknowledge his qualifications, Business Insider reports. However, reactions are mixed. Some praised Warsh’s expertise while others stressed the need for scrutiny of his commitment to Fed independence and how he would handle crises. Critics also shared concerns about his ties to Wall Street and how his past decisions, such as emphasizing inflation control during past downturns, might influence his future policy choices. Joseph Brusuelas, principal and chief economist for RSM US LLP, said, “Warsh has a range of views and track record that presents significant concerns about how he would proceed during a financial and economic crisis. I would not have recommended him but he is qualified for the job.” Leadership choices at top institutions shape public confidence and help set expectations. Warsh’s selection is significant because it’s about trust and stakeholder perception at a time when the Fed is under intense scrutiny from the White House. People will be watching how the Fed’s messaging evolves under new leadership, especially around independence from politics, economic stability and crisis response.
Courtney Blackann is a communications reporter. Connect with her on LinkedIn or email her at courtneyb@ragan.com.
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