That briefly-popular anti-Facebook social network now has an app

Some of you may remember Ello, the social network that popped up last year and managed to get quite a bit of attention before falling back into obscurity. Many people were interested in the service’s approach to social networking, which differed from competitors like Facebook and Twitter in that it focused on an ad-free, minimalist experience. By targeting the growing number of people who’re growing tired of Facebook, Ello had the potential to be something big, but thanks to an annoying invite-only system and a lack of mobile support, Ello basically killed itself in the womb. The network isn’t completely dead, however, and is looking to get back into the game with a new mobile app. 

When Ello debuted in 2014, the minimalist social network attracted interest as an alternative to places like Facebook and Twitter. It was invite-only and lacked a mobile app, though, two factors which limited adoption. That’s now changing, as Ello releases its first mobile app in the Apple Store and lifts the invitation requirement. After attracting a small but apparently loyal user base, Ello now has several million users, according to CEO Paul Budnitz, who declined to be more specific. That number could grow with the release of a free mobile app; industry reports suggest that as much as 75 percent of smartphone consumers check social media on their phone once a day, and 64 percent of tablet consumers do the same. Those trying out Ello for the first time will find a very different aesthetic from Facebook or Twitter, and those familiar with the network already will note that the app is very faithful to Ello’s stripped-down look on the Web. As one might expect from a social network made by and for designers and artists, Ello looks striking. The app carries over the browser-based version’s black-and-white themes, with some shades of gray. Overall, it has a spare look. It’s an environment where huge, high-resolution images can thrive.