Over the past few years Ello is creating lots of hype around the simplicity of content sharing and being able to express your creativity. Because of Ello’s efforts, it fits into the Garnet Hype cycle for Digital Marketing and Advertising.
The Garnet Hype Cycle is used for clients to become educated about the promise of an emerging technology within the context of their industry and if they want to the risk of investing or not in a certain emerging technology. There are five stages of the hype cycle- technology trigger, peak of inflated expectations, trough of disillusionment, slope of enlighten, and plateau of productivity. In my opinion, Ello fits into several of these categories on the hype cycle.
The first is the technology trigger. Paul Budnitz, the founder started Ello as an ad-free social media site that valued the peope that used the website. Budnitz is also the founder of Kidrobot, a retailer of art toys for children. Both of these projects have been successful. He is clearly interested in providing creative routes of people and it will be interesting to see what he does next.
Second is the peak of inflated expectations. Lots people flocked to Ello and began using the site such as artists, digital editors, and designers.
Finally, the plateau of productivity is what makes Ello fit into the hype cycle. Making your content mobile friendly is what can make or break publishing platforms. Ello’s app and mobile compatibility makes it just as simple to use from the app or mobile browser as it is on their desktop site.
Overall, the hype around Ello is an emerging medium that is ready to make people get hype about social media. Ello makes a promise to each user that it will:
- never sell user data to advertisers or third parties
- never show advertisements
- not enforce a real-name policy
By staying true to that message, Ello has remained in business and still has success as another social media website.
Check out what Paul Budnitz has to say about Ello in this video: