4 Reasons Ello Faces An Uphill Battle

4 Reasons Ello Faces An Uphill Battle
SHARE
THIS



New social media platform Ello might be creating buzz online but Kamber’s Adam Vincenzini isn’t shutting down his Facebook profile just yet.

Every few weeks, like clockwork, a new social media platform explodes onto the scene surrounded by intense hype.

This hype is usually instigated by so-called social media influencers who are hell bent on being seen as early adopters.

As you can tell, I’m already a tad cynical of Ello, the latest ‘disruptive’ social media darling which is very proactively positioning itself as the anti-Facebook.

Before I share the reasons behind my cynicism, let’s quickly wrap our collective heads around what makes Ello different as a platform.

What is Ello and why is it different?

Ello describes itself as “a simple, beautiful, and ad-free social network created by a small group of artists and designers”.

According to its manifesto, Ello is being opened up to the broader public (initially by invitation only) due to user demand.

Its key points of difference, especially in relation to Facebook, include being free of ads, not collecting personal data and making privacy a central operational pillar.

While it calls itself a free platform, it isn’t necessarily the case. Users will be offered the opportunity to buy premium features at selected times to fund platform development.

Is being ad-free and ‘for the people’ enough to attract and keep an active audience? History says no.

Four reasons why Ello faces an uphill battle

  1. The ‘anti-Facebook’ network has been tried before without any meaningful impact. In 2011 a social network that also positioned itself as anti-Facebook, called Diaspora, generated a similar level of hype upon launch. More than three years later it has 1.2 million total users, but only 54,000 of those are active each month. Not earth-shattering by anyone’s calculations.
  2. People want to be active in places their friends, family and colleagues are. Google+ is a very good example of a social platform that provides people with an ad-free environment but hasn’t turned that into an active user base. While it has had some cut through with specific niche audiences, the mainstream user hasn’t been as enthusiastic about it.
  3. There is only so much time to spend ‘being social’. Do people really have time in their lives to be active in yet another social media eco-system? On average, Aussies check their Facebook page 30 times per week which is already a huge investment of time. For Ello to have a discernible impact, it probably needs to usurp Facebook as a network or hope that our hunger for social media interaction doubles. In my opinion, both events are very unlikely to occur.
  4. Interests, not social interactions, are the secrets behind recent social media network success stories. Pinterest and Instagram are the two best examples of new(er) platforms that have achieved cut through but user interests, including fashion, food and fitness have driven that success, not necessarily the social element. Ello was originally a place where artists and designers could connect, not simply to escape ads. If Ello does have a shot at being a legitimate player, being a destination for some additional interest-based communities is a lot more achievable.

These are just some of the reasons Ello isn’t realistically a challenger to Facebook, although positioning itself in that manner is a clever strategy.

For the time being it is worth keeping an eye on Ello, but in a day and age when shiny new online toys get hot overnight, they tend to go cold just as quickly…just ask Diaspora.

Please login with linkedin to comment

My Local Auction Online ads Tabcorp The Smith Family

Latest News

Acast Adds New Brand Suitability Controls For Advertisers Via Comscore
  • Advertising
  • Media

Acast Adds New Brand Suitability Controls For Advertisers Via Comscore

Acast, the independent power source of podcasting has teamed up with Comscore to provide brand suitability controls for brands advertising through the Acast Marketplace. This new innovation is part of a global partnership with Comscore, and will be available to all advertisers working with Acast Australia and New Zealand. The brand suitability solutions offered by […]

Wavemaker Names Susie Si As New Vodafone Lead
  • Media

Wavemaker Names Susie Si As New Vodafone Lead

Media agency Wavemaker has appointed Susie Si as group business director – to lead the Vodafone account. Si joins from sister agency MediaCom, where she has spent the last 8 years. Most recently she was group client lead on News Corp. Si will report to Wavemaker Sydney managing director Ian Edwards, and replaces Emily Cook […]

Trade Indy Opens Sydney Office With Appointment Of NSW Commercial Director Ben Mulcahy
  • Marketing

Trade Indy Opens Sydney Office With Appointment Of NSW Commercial Director Ben Mulcahy

Headquartered in Melbourne, Trade Indy is expanding off the back of strong client retention and consistent growth through existing and new business. Founded in Melbourne in 2014, the team have since expanded the business through team members in Singapore, Indonesia, Tasmania and Queensland, and are pleased to announce the full-time employment of NSW commercial director […]

Outbrain Goes Public, Making Nasdaq Debut
  • Marketing

Outbrain Goes Public, Making Nasdaq Debut

Outbrain Inc. has announced the pricing of its initial public offering of 8,000,000 shares of common stock at a price to the public of US$20.00 per share. The gross proceeds to Outbrain from the offering, before deducting the underwriting discounts and commissions and offering expenses, are expected to be approximately $160 million. The shares began […]

HubSpot To Support The GO Foundation As Part Of World Certification Week
  • Technology

HubSpot To Support The GO Foundation As Part Of World Certification Week

HubSpot, the customer relationship management (CRM) platform for scaling companies, has announced that as part of its World Certification Week, it is supporting the GO Foundation with its mission to empower young Aboriginal and Torres Strait Islander people through education. As part of the support, HubSpot will donate $5 for every HubSpot Academy certification awarded […]

IntelligenceBank Secures $50M Investment From Five Elms Capital
  • Technology

IntelligenceBank Secures $50M Investment From Five Elms Capital

IntelligenceBank has today announced a strategic growth investment from Five Elms Capital. The $US37 million ($50 million) investment comes as brands and enterprises have realised that outdated technologies, disjointed data sources, and manual processes make it challenging to efficiently manage essential marketing workflows and ensure compliance across the organization. IntelligenceBank digitally transforms manual processes and […]

SCA Announces Ten New Dab Music Stations Via LiSTNR
  • Media

SCA Announces Ten New Dab Music Stations Via LiSTNR

Southern Cross Austero (SCA) announced today 10 all-new DAB+ music stations on LiSTNr. The introduction of the 10 new Dab stations takes the number of music stations to 25 and reinforces its commitment to growing exclusive music programs and content. The 10 new stations have been created to cater to a variety of moods and […]

SBS Launches Live Interpreting Of Daily NSW COVID-19 Conferences In Vietnamese And Arabic
  • Media

SBS Launches Live Interpreting Of Daily NSW COVID-19 Conferences In Vietnamese And Arabic

SBS has launched live interpreting of the daily NSW Government COVID-19 press conference in languages other than English, to provide communities with access to the latest information and critical health messages. The national-first initiative provides real-time interpreting of the press conferences in Arabic and Vietnamese, streamed live every day on the SBS Arabic24 and SBS Vietnamese Facebook pages, SBS […]

Linktree Chooses Snowflake To Support Intelligence And Analytics Activities
  • Technology

Linktree Chooses Snowflake To Support Intelligence And Analytics Activities

Snowflake, the Data Cloud company, today announced it has been chosen by market-leading linking platform, Linktree, to support the company’s business intelligence and analytics activities. Linktree enables creators, brands, artists, publishers, agencies, and businesses of all sizes to curate an online ecosystem and monetise their passion, instantly guiding their audience to the destinations they care […]

London, UK - August 01, 2018: The buttons of Snapchat, Facebook, Instagram and WhatsApp on the screen of an iPhone.
  • Media

Snapchat Sees 116% Increase In Revenue

The last time B&T saw impressive increases the size of 116% was the swipe left rejections on our Tinder profile.

by B&T Magazine

B&T Magazine
Woman hand using modern laptop computer to connect with live streaming video on social network
  • Technology

Xandr Sees 125% Lift In Video Spend

Xandr, AT&T’s data-enabled technology platform at the intersection of digital and TV, today shared results of premium video, Connected TV (CTV) and curated media spend on its platform for Q2 2021, which saw significant increases.

Taboola Acquires Connexity For $1 Billion
  • Technology

Taboola Acquires Connexity For $1 Billion

Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, helping people discover things they may like, announced today that it has entered into a definitive purchase agreement to acquire Connexity from Symphony Technology Group for approximately $US800 million. Connexity is one of the largest independent e-commerce media platforms in the open web, serving over 1,600 direct merchants, and 6,000 publishers.

How To Re-Engineer Your Event Mix With ON24
  • Partner Content

How To Re-Engineer Your Event Mix With ON24

Events are increasingly shifting online. You can't get loaded on booze & arancinis, but you'll save on dry cleaning

by B&T Magazine

B&T Magazine
Twitter Lifts Revenue 74% On The Back Of Advertising Boom
  • Technology

Twitter Lifts Revenue 74% On The Back Of Advertising Boom

Twitter has just experienced its fastest growth in revenue since 2014, with the social media platform benefiting from increased interest from advertisers. Revenue was up 74 per cent YoY, according to the company’s Q2 results, reaching $US1.19 billion ($1.6 billion) from $US683.4 million ($925 million) 12 months ago. The strong results came in the same […]

by B&T Magazine

B&T Magazine