Why Ello isn’t enough

Last week, to not much fanfare at all because nearly everyone had already lost interest, Ello shipped their iPhone app. Credit to them for attempting to build a new social network, because this is extremely difficult. But it seems to me that Ello is a bust. They needed a more compelling pitch than simply “no ads”.

(I’ve heard some people joke about Ello’s monospaced font, but I kind of love that about Ello. If you want to differentiate yourself, design isn’t a bad place to start.)

App.net was — and likely will be for many more years — the most successful attempt to compete with Twitter and Facebook. If they fell short, despite how many things they got right, how can another clone of existing social networks hope to do any better?

I wish I could cheer Ello on. Spend enough time clicking around on Ello and you discover a niche but fascinating community, full of beautiful art and photos. It’s just that after so many months, there’s still not even a mention of an official API on the planned features page.

The next great social platform can’t be yet another centralized system. It has to be more distributed and more open even than App.net. It has to focus on writing and bloggers and embrace what is good about the web. Ello doesn’t do any of these things.