Ello seems to be the favourite new kid on the social media block as of the past few weeks. Yesterday on the blog Mark even wrote about how many users are claiming they’re moving over to Ello to “escape” Facebook.
But is it really possible for Ello to replace Facebook?
In my personal opinion, I’d say not quite. For one thing (and this is my personal thought), I think that Ello feels a lot more like Twitter currently than Facebook. And secondly, and probably most importantly, in order for Ello to actually replace Facebook in people’s lives, the exodus over to the new network would have to be enormous. The only way that Ello could replace Facebook is if all of your friends and contacts that you’ve connected with over the years all moved there. That will take a very long time… if it happens at all.
But even with my personal thoughts on Ello, I wondered just how popular Ello has actually become in the past few weeks?
On September 26th, just as Ello was starting to go viral, Vox (along with many other sources) reported that the network was receiving 31,000 invite requests an hour. That seems pretty popular to me.
To investigate further, I decided to see what conversations were happening on other social networks about this new social network (very meta, I know).
Using MAP, our social media monitoring and analytics software, I looked up mentions of Ello over the past month. One hindrance to my search though was that I could only search for English conversations because “ello” in Spanish translates to “it” making it a very common word. So, please keep that in mind when looking at the information below.
If you follow the big names and outlets that talk a lot about social media, you may feel like you’ve been over hearing about Ello. However, when I conducted my search for conversations about the new network I found less than 350,000 mentions of it. In the past month, Ello only came up in 3,042 blog posts, 3,321 online news articles, 3,716 forum postings and 332,692 tweets.
While those numbers may not be as big as people who are hearing about it nonstop may expect, it’s also interesting to note that the majority of those conversations have only happened in the past two weeks.
Since Ello is being dubbed the “anti-Facebook” it made sense for me to also search public Facebook data to see how much it was being talked about there. Again, the number of Ello mentions I found there was not quite as large as I initially thought it was going to be. That said, it has still accounted for 28,598 mentions in public status updates. Also interesting is that if you look at the three examples in the screenshot below, you’ll notice that a lot of the mentions are people posting a link to their new Ello account on Facebook. It’s interesting because people feel the need to use Facebook to tell their friends that they’ve joined the “anti-Facebook.”
As with any new social network, people want to understand it and why they should consider grabbing real-estate there. To help with that, there’s already been just over 1,000 videos created that try to explain Ello to others.
So, what are people saying about Ello so far? A look at both our buzzgraph and word clouds around the network show that “Facebook” seems to be one of the most used words when people talk about Ello. There is also a significant talk about Ello’s “manifesto”. This manifesto is what seems to be the appeal behind Ello, as it states that people will have more “privacy” as they will never sell your “data” for “advertising.” However, that’s also making people question how the network will stay in “business” for a sustained amount of time.
The other thing that I found interesting about the apparent popularity of Ello revealed itself when I used our Influencer Community tool to see the groups of people that were talking about it. If you’re anything like me, and I assume you might be since you’re reading this blog, you probably follow a lot of sources online that talk about news and trends in the digital and social media space. Well, those are the types of sources seem to be the ones who are perpetuating the talk of Ello. If you look at the big blue community, it’s filled with popular sources for social media news like Forbes Tech, Gigaom and Medium, but also with social media influencers such as @briansolis and @AmyVernon. So, while it may seem to people who work in and follow the social media space that Ello is all the rage, it may really just be the social media people getting each other excited in a big circle.
Interesting as well is that the second largest community I found, in orange below, is a big group of celebrities (mostly from the music industry). When I investigated that group a bit further it seems that fans are tweeting to find out if their favourite celebrities are on Ello yet and where they can find them there.
While the real fate of Ello is still up in the air, being that it’s only been popular for a bout two weeks now, it does seem to have a lot of fans. A look at the sentiment around the network shows that it’s 86% favourable.
So, what do you think about Ello so far? Is it going to replace Facebook or is it just going to see some hype for a little while and then fall off? Let us know your thoughts in the comments.