12 August 2026
Irish belongs everywhere. Now it’s on UpScrolled
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Most social platforms are built to keep you scrolling, to monopolise and monetise your attention. One man set out to build a platform that makes you feel like you belong, and along the way, he’s developed firm views on why so many online spaces fail to do exactly that.
As founder and CEO of UpScrolled, Issam Hijazi has spent a lot of time thinking about why people stay loyal to some communities and drift from others, and he’s increasingly convinced the industry has been optimising for the wrong reasons entirely. We sat down with Issam to discuss what building UpScrolled has taught him about human connection, belonging, and where he thinks social media went wrong.
1. Before building UpScrolled, what assumptions did you have about how people connect online that have since changed?
That it's incredibly difficult to compete against established platforms, and that changing human behaviour, like removing the addiction, is impossible. Both turned out to be wrong.
2. What has surprised you most about the reasons people join and stay in online communities?
The sense of community and belonging. People want a platform that listens to them and doesn't treat them as a product. They want to feel part of its growth and to have a hand in building it.
3. We often hear that we're more connected than ever. Do you think that's true?
On the surface, it looks that way. But in reality we're more disconnected on a human level. The existing social media platforms created that disconnection by building products that don't care about real human connection or the well-being of their users.
4. What's the difference between creating a platform that attracts users and one that builds a genuine sense of community?
The second one is harder. It gets harder still when you're trying to change existing behaviours and the addiction patterns that other platforms have designed into their products.
5. Have you noticed any common traits among the communities that thrive online versus those that struggle?
The communities that truly thrive are the ones where users are given equal opportunities, and that's rarely the case. Social media has become a kind of status arena, a place for people to show off and to keep them hungry for engagement.
6. What role does trust play in building meaningful digital relationships?
Huge. Without it, you're left with a product play that prioritises engagement over everything else.
7. Is there a moment, conversation or piece of feedback that fundamentally changed how you think about online connection?
Yes. In the early days I received a DM from a user telling me our platform had actually helped people survive, simply by letting them be seen, when on other platforms they had been invisible.
8. What do people underestimate about the importance of belonging in digital spaces?
The power of those spaces. People assume belonging online is shallow, but it can be the difference between someone feeling invisible and someone feeling part of something.
9. Technology companies often focus on features and innovation. Do you think the industry spends enough time thinking about human behaviour?
Oh, they do, but not in an ethical way. Big tech spends enormous time, resources, and money perfecting addiction loops, and they are least concerned about the well-being of their members.
10. What have you learned about people from building a social platform that has surprised you most as a founder?
People rally for what's right. The power of people to organise online is unprecedented.
11. Looking ahead, what do you think people will increasingly expect from online communities and social platforms?
Value, authenticity and trust.
If there's one lesson building UpScrolled has taught you about human connection, what is it?
We've been missing it. UpScrolled taught me that it's okay, and in fact the right thing, to put people's rights and well-being above all else.
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About UpScrolled
UpScrolled puts people back in control of their social media experience. Founded by Issam Hijazi, a Palestinian-Jordanian-Australian technologist, it was built on a simple principle: social media should serve people, not exploit them. No shadowbanning. No data sales. Share freely, connect safely, trust your feed. Fairness and freedom in a digital landscape that has lost its way.
Media contact
Leila Dastyar | PR Director | leila@dna.online
