A mostly obscure, privacy-orientated social network – an ‘anti-Facebook’ of sorts – has recently undergone meteoric growth. It poses itself as an advert-free enterprise which is not going to become a tool to manipulate its users.

‘Anti-facebook’ network Ello kicked off in July as an invite-only social network seeking to have an advert-free user-orientated role rather than becoming a profit-generating enterprise, according to its manifesto.

“Your social network is owned by advertisers. Every post you share, every friend you make and every link you follow is tracked, recorded and converted into data,” it points out.

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