It began as a venture by a couple of graphic artists, focused on artists. It happened to have (for a few iterations) a quite clean design based on Markdown, and (with a couple of what should have been reasonably small tweaks) could have done well in the long-form text+images space (now largely owned / failed by old-school blogging engines such as Wordpress, Medium, and Substack).

The features it had, including Markdown's sections and tables was why I'd posted that particular take on G+ there. It simply presented the information better than any other readily-available platform I was using at the time.

In 2015 a bunch of trans activists and sex performers who'd been hounded off Facebook by its Real Names policy wound up on Ello, and a few people arrived from other platforms (I was at the time a refugee from G+). For about six to twelve months it was the New Hawtness, and attempted a few pivots to the space, but performed fairly poorly in doing so. My own Ello profile has a link to a set of curated posts, one section of which details various gripes and failings.

One thing Ello did do was organise as a B-Corp with a community focus. That went swimmingly until it didn't, with the first accepting VC money then being sold to a collector of such sites. The B-Corp language seems to have disappeared, along with the community principles texts. What's left is now ... a sort of vaguely art-aggregation site with an interesting history but little future so far as I can tell. It's burned virtually all its early adoptors (myself included).