After TikTok’s US takeover, alternative social apps see a surge
Skylight and UpScrolled gain traction as users question TikTok’s future and policies
TikTok’s long running US ownership saga may have reached a temporary resolution, but the fallout is already reshaping user behavior. Following the announcement of TikTok’s new majority American owned joint venture, a growing number of users are testing alternative platforms that promise more transparency, control, or political neutrality.
Two platforms in particular are seeing momentum. Skylight, an open source short form video app built on the same protocol as Bluesky, and UpScrolled, a newer social network positioning itself as agenda free, both reported sharp growth immediately after the TikTok deal was finalized.
This article explores what is driving that surge, what differentiates these platforms, and why marketers should pay attention even while TikTok continues to dominate the US market.
Short on time?
Here’s a table of contents for quick access:
- What triggered the shift away from TikTok
- How Skylight positions itself as an open video alternative
- Why UpScrolled is gaining downloads rapidly
- What marketers should take away from this moment
Patrecia Meliana
What triggered the shift away from TikTok
On January 22, TikTok announced the formation of TikTok USDS Joint Venture LLC. The move was designed to comply with an executive order requiring its US operations to be sold to American investors. Under the deal, ByteDance now owns less than 20 percent of the entity, while Oracle, Silver Lake, and MGX each hold a 15 percent stake.
While the agreement allows TikTok to continue operating in the US, it has intensified user concerns. Some users are uneasy about the political alignment of the new American investors and whether content moderation could change as a result. These concerns were amplified by technical glitches on the app and the rollout of an updated privacy policy that allows tracking of GPS coordinates.
Although some of the disputed language in the policy was not new, it reignited calls for users to delete the app and explore alternatives.
How Skylight is capitalizing on the moment
Skylight, launched last year and backed by Mark Cuban and other investors, is one of the clearest beneficiaries of the current uncertainty. Built on the AT Protocol, the same open technology that powers Bluesky, Skylight offers a TikTok style vertical video experience without relying on a single centralized platform.
The app includes a built in video editor, user profiles, likes, comments, sharing, and community curated custom feeds. It can also stream videos directly from Bluesky through its protocol level integration.
Following the TikTok deal, Skylight reported surpassing 380,000 users, with roughly 20,000 new sign ups added over a single weekend. The platform now hosts more than 150,000 videos uploaded natively.
According to co-founder and Chief Technology Officer Reed Harmeyer, the app recorded 1.4 million video plays in a single day, representing a three times increase over the previous 24 hours. Sign ups increased by more than 150 percent, returning users rose by over 50 percent, and posts created more than doubled.
1.4 million videos were played on Skylight yesterday 🤯 literally 3x from the day before. This increase was from all areas: +150% on sign ups +50% on returning users +40% on videos played (average) +60% on videos played (median) +100% on posts created And record low issues getting in to the app.
— Reed Harmeyer (@reedharmeyer.bsky.social) 2026-01-24T13:31:21.914Z
Chief Executive Officer Tori White attributes the growth to Skylight’s open and customizable design. Instead of placing distribution power in a single algorithm, the platform allows communities to shape how content is surfaced and consumed.
Why UpScrolled is gaining downloads rapidly
UpScrolled is seeing a different but equally notable surge. The social network blends elements of Instagram and X, allowing users to post photos, videos, and text updates, discover new content, and send direct messages. Its core positioning centers on political neutrality and a commitment to avoiding shadowbanning.
Founded last year by Issam Hijazi, the app has climbed to 12th overall in Apple’s App Store and second in the social networking category. According to Appfigures data as cited on TechCrunch, UpScrolled recorded approximately 41,000 downloads between Thursday and Saturday following the TikTok deal, nearly one third of its lifetime installs. Average daily downloads jumped to around 14,000, a 2,850 percent increase. Total installs now stand at roughly 140,000, with about 75,000 coming from the US.
The company has acknowledged that the sudden influx strained its infrastructure but says it is scaling quickly to meet demand. Like Skylight, UpScrolled is benefiting from users actively searching for alternatives rather than passively drifting away from TikTok.
What marketers should take away from this moment
Even with these gains, neither Skylight nor UpScrolled poses an immediate threat to TikTok’s roughly 200 million monthly active US users. Still, the surge in interest is meaningful for marketers.
First, it reinforces platform risk as a strategic reality. Ownership changes, policy updates, and geopolitical pressure can quickly alter user sentiment, even when a platform remains available.
Second, it highlights a growing demand for transparency and user control. Skylight’s open standards and UpScrolled’s anti shadowban messaging resonate with users who feel frustrated by opaque algorithms.
Finally, it suggests an early mover opportunity. These platforms remain small, but they are attracting highly motivated users during moments of disruption. For brands and creators willing to experiment, that can translate into lower competition and deeper engagement.
TikTok is not disappearing anytime soon. But the events of the past week show how quickly attention can fragment when trust weakens. For marketers, the lesson is not to abandon TikTok, but to monitor emerging platforms closely and diversify before disruption forces your hand.
