Thats what is known as flashing and is a sign that something is off. Yes they are scratching an itch.
It could be caused by a parasite, poor water conditions, other infections.
Its likely you brought in already infected fish, and this infection could now spread to the other fish.
Can you give some more details on the tank and its inhabitants? Are you seeing any other symptoms?
What are your tank parameters (ammonia, nitrites, nitrates, temp, pH)? Please give exact values.
How long has the tank been set up?
What type of filtration are you using? Please give the name and number (i.e. Fluval 304) and amount of*gph*if known.
When is the last time you did a water change and vacuum the gravel? How often do you do this? How much water do you remove at a time?
How did you acclimate the new fish?
Have you added anything new to the tank--decor, new dechlorinator, new substrate, etc.?
I got my first pair of platy fish on 1/20 (panda and a mickey) and the panda died on 1/26. He was always hanging around in the corner and then one day he went berserk and started swimming like crazy, thirty seconds later he started mindlessly floating around, then died, but the mickey was fine. I bought 3 new platys because I felt bad for the lonely mickey swimming alone. I got another panda (from the same store tank as the first panda) along with another mickey and "assorted" platy. So thats four fish in the tank.
On 1/27 I started noticing that the panda was doing the flashing motion, but I thought nothing of it. 1/28 I noticed that the blue mickey and panda were doing it, so I recorded it. Other than the flashing behavior, the panda has always stuck around in the corners, like the last panda, and the blue mickey is aggressive lol.
For water parameters this is what I am observing:
Ammonia: 0 ppm
Nitrate: 0-10 ppm
Nitrate: 0 ppm
Total Hardness: 150 ppm
Total Chlorine: 0 ppm
Total Alkalinity: ~100 ppm
pH: 7.2 - 7.8
Temperature ranges between 72-79 degrees Fahrenheit throughout the day
I bought and filled the new tank with water on 1/13. On 1/14 I asked the fish store guy to squeeze his filter sponge in a bag for me lol then I added that into my filter and threw in some fish food for the next few days. I put gravel and decorations in the tank on 1/16.
I am using an Aqueon QuietFlow 10, which is 100 GPH according to the website.
My first time doing a water change was 50% on 1/20. The last time I did a water change was on 1/26, before introducing the new fish. I did my first gravel vac that day too, I vacuumed up as much as I could until the tank was missing 50%.
I did acclimate the new fish, I think. I left the fish in the bag floating above the tank water for 20 minutes, then I netted the fish individually into the tank.
I have not added anything new into the tank other than a new medium sized decoration, but I rinsed it before adding it. I've been using dollar store fake plants since the beginning if that might have anything to do with it lol. The filter also looks super gunky.
Here's a timeline since I mentioned a lot of dates:
1/13 - Bought tank and filled it with water
1/14 - Added gunky filter water to my filter
1/16 - Gravel and decorations added
1/20 - First pair of platy fish; 50% water change
1/23 - I added Aquarium Salt to the tank
1/26 - First Panda platy died; 50% water change + Gravel Vac
1/27 - 3 new platies added; Noticed the Panda flashing
1/28 - Noticed the Panda and 2 Mickeys flashing
Here's a video of my tank and parameters:
https://youtu.be/opcHwZEJUfw