So ... Ello is basically a super-stripped-down Tumblr? I feel like there's something I'm missing here. It needs something. It can't just be not something else.
Here's one idea: I would be down for a social network geared toward new and creative tech (3D printing, Raspberry Pi, Arduino, programming for wearables, IoT development, beacons, etc.) A social network for the maker movement essentially. I follow a lot of accounts covering those topics on Twitter & Tumblr, but it would be cool to have one place for it all, since it's kind of an enormous field. Well, several fields, of course. One place for people to post projects, blogs, code, questions, discussions, cool stuff, news. Like if Instructables or Make Magazine had a social network. Then it would make sense to have certain brands participating, with their own pages/updates or even sponsoring the site in some way. You can imagine Intel, GE, Philips, even Apple getting involved if enough people started using it.
I guess people can make this whatever they want for themselves, but I think without a real identity it's just going to be every other social network.