Ello, Is Anyone Out There?
If you are on the Internet, then there is a chance you have already read about the new invite-only social media network, Ello; if you haven’t, then there may be some head-scratching ahead of you before this social networking introduction.
The site originally started as a private, collaborative space for designers and programmers. After growing its user base, the founders acquired significant investors and moved forward with creating a public social networking domain. Ello describes themselves in their manifesto as a “simple, beautiful, and ad-free” social network. While Ello collects information, it commits to creating a space where users can maintain anonymity and privacy by opting out of Google searches, stripping IP addresses, and restricting sharing settings.
Since Ello is still relatively new in the game of all things social media, it is difficult to decipher whether it will thrive over time to compete with Facebook or Twitter, or if it is merely a fad. Regardless, users are interested and are responding with up to 31,000 invites an hour. We could even go as far to say that Ello’s traffic from invitation request parallel Google+’s rise upon its launch nearly three years ago.
There is some irony in wondering why a digital marketing and advertising agency would be writing about a platform that seemingly backlashes against the existence of brands from the very beginning. At its core, Ello trumps the most basic principle of marketing and advertising: it’s about connection, not just collection. This site is still a public platform built around sharing and exchanging content.
Ultimately, there is untapped opportunity looming for compelling brands to create and share original and exclusive content with an audience looking to engage. With a site that is doubling in size day and day out, it may just be worth investing in the unlikely features the site offers.