It seems like every few months there’s another Facebook killer that comes into play. Early in 2014, Facebook was done, abandoned by teens, a blow that would equate to a slow death by a thousand non-clicks as the effects of losing that young audience rippled through, demographic by demographic. Based on various studies since, the youth migration seems to have some base – teens sick of having their parents, (or worse: grandparents), commenting on their status updates and life choices were migrating to cooler pastures, places where the adults hadn’t yet taken up residence. That, and the rapid growth of Snapchat, was enough to have commentators rattling off obituaries for the world’s largest social network – which continues to grow every day. Ello is the latest name on everyone’s cursor tips, the latest answer to the question of ‘what’s the future of social media?’ But is Ello the Facebook killer, as alleged, or is it another case of mistaken identity?