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Ello Aims to Cement Position with iOS App

Whatever happened to Ello? The ad-free Facebook alternative caused quite a stir when it was announced last year, but somehow failed to capitalise on all that hype. Poor navigation and the inclusion of only the most basic features hindered the social media start-up upon launch and it failed to build a substantial user-base, fading quickly back to obscurity. Company spokesmen blamed the sudden onslaught of users, an eventuality the fledgling network failed to account for.

Initially launched as an invite-only service, this air of exclusivity only further fuelled demand.

Now, Ello is making a return. 

With an updated main site and a brand new app on iOS, the brains behind Ello are making a real push to gain some genuine credibility. The new app, launched on June 18th, retains the basic yet functional black & white aesthetic from the desktop site, a visual that ties in well with the company's uncluttered and ad-free approach.

The platform was heavily criticised during its initial launch for a complete failure with one of the most rudimentary features you expect from such a platform: the ability to find and connect with friends. The new iteration promises a fix to these concerns, with improved navigation becoming a major focal point and adding a feature to upload your contact list to find connections. Along with various other tweaks and updates, Ello finally resembles a fully functional social network.

Assuming the little bugs can be effectively ironed out, Ello could cause a serious headache for current frontrunner Facebook. With growing concerns about how the various social media giants handle user data and censor posts, Ello's unfiltered approach could take the digital world by storm. Members of the LGBT community have already praised the site for opting to stay away from 'real name' policies that have been causing issues for everyone from Drag Queens to Native Americans.

How well Ello will perform in the long run remains uncertain, as the ad-free approach may prove difficult to monetise. With the lack of ads being the primary USP for the social network they really would be foolhardy to backtrack in that respect, and as such they will likely look to e-commerce in an effort to profit from their now rapidly expanding user-base.

Sam Bonson

Sam is an aspiring novelist with a passion for fantasy and crime thrillers. Currently working as Editor of Social Songbird, he hopes to one day drop that 'aspiring' prefix. Follow him @SamAtSMF

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Ello Aims to Cement Position with iOS App Reviewed by Unknown on Tuesday, June 23, 2015 Rating: 5

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