What’s Happening on TikTok’s New U.S. Platform and Why Brands and Creators Are Rethinking Their Approach in 2026.

TikTok’s new US business, led by a group of mainly American investors approved by President Donald Trump, is off to an inauspicious start.

Thousands of people claim political content is being suppressed after a deal to spin off the US version of the app was signed last week.

UpScrolled, a new social media platform that says it does not shadowban or censor users, ranks No. 12 on Apple’s app store among free apps, one spot above TikTok.