Ello, A Case Study In App Adoption By The Gay Community

thoughts

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The great gay Facebook exodus begins

Ello launched in March to a whisper and now suddenly finds itself experiencing incredible growth. It is the first time where my non-tech “normal” friends had heard of a startup prior to me. I find the critical mass surrounding it fascinating, but unsurprising.

The gay community has long felt undermined by Facebook, first with the exclusion of non-gender-specific pronouns and now with the removal of accounts using stage names, primarily those of fabulous drag queens. In their eyes, Ello gives them the freedom to be themselves in a way they aren’t currently finding on Facebook.

I live in the Castro, San Francisco and have many, many LGBTQI friends. Chatting with one of my queer-identified housemates tonight about Ello, I mentioned how it was experiencing an insane amount of sign-ups. Her response: “The queers will mobilize.”

Sound familiar? It bears repeating: if you want your product to get adopted quickly, focus on the gay community. And prepare your servers.

thoughts?

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