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.

want app adoption? focus on the gays.

thoughts

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Honestly though.

Most mobile developers and entrepreneurs are looking to figure out a way to on-board “normals”, but if they really want to have their app adoptedĀ (and potentially make money)Ā focus on the gay community. Just make sure your servers are ready for the onslaught.