“You are not a product.”
That’s the provocative statement with which new social network Ello finishes the manifesto on its homepage.
Though still in its infancy, the technology press seems convinced that Ello is the right platform at exactly the right time to do some damage to Facebook’s monolithic hold on computer-based social networking.
Let’s step back. You may not have heard of Ello. I hadn’t until yesterday morning, when I noticed a few mentions of it on Twitter, largely from people upset about Facebook’s idiotic “real name” policy, which marginalizes transgender people and others who wish to use names other than their birth names.
The terrible press for Facebook has been nothing but rosy for Ello, a minimalistic network designed for and populated by creative types, and that bills itself as “simple, beautiful and ad-free.” Ello’s big draw is that it features no ads, mines no data and allows users to register under any anonymous name they wish, using the same “@handle” format as Twitter and Instagram.
But how effective can a social network that is essentially reactionary, a snide retort to Facebook’s data sales and promoted pages, really be?
The answer is, of course, not very. In a profit-driven world, commercial interests will always win out, but that doesn’t mean there isn’t a place for Ello’s brash idealism.
Ello sells itself on not selling itself, and that will make it very successful with its target audience. With an extremely minimalist black-and-white look, the site focuses user’s eyes on content, whether it be photography, graphic design or short stories.
It’s a very effective way to deliver pretty pictures, and the site’s literature is hip and self-aware enough to continue to draw the 20-something self-employed artist crowd.
I could see, in a year or two, an Ello account being just as indispensable to Mason jar cocktail mixologists and people who build craft jewelry boxes out of imported North Sea driftwood as a Tumblr page is to 15-year-old girls who, oh my god, adore “Doctor Who”.
But a Facebook killer? No.
The interface (which, as a disclaimer, is constantly under construction) is more conducive to consumption than conversation. It’s much easier to scroll through it without commenting, or at most, leave a one-Emoji reply than to engage in the kind of high-brow criticism and discussion that could really set Ello apart.
That said, the site seems content with its place as a niche avenue for a niche audience. On the frequently-asked questions page, user “2mth” posted, “We’re not interested in ruling the world. We think people that are motivated to do things like that have unresolved psychological problems.”
It’s too bad, because we could really use a decent alternative to Facebook. While LSU is still a weirdly Facebook-centric campus, I’ve heard plenty of people complaining about it recently. The ever-increasing number of ads on the front page is getting ridiculous, especially when targeted ads look suspiciously like whatever you’ve been shopping for online.
At this point, it feels like the only reason to still be on Facebook is because it’s so hard to get out.
While it wouldn’t be impossible for Ello to blow up, it will, unfortunately, take something that affects more people than the “real name policy” to cause an exodus from Facebook.
Gordon Brillon is a 21-year-old mass communication senior from Lincoln, Rhode Island. You can reach him on Twitter @TDR_GBrillon.