Dive Brief: 

• Anti-tracking, ad-free social platform Ello is receiving 45,000 requests to join every hour after a recent surge in popularity. 
• The site launched in July but received a huge rush of attention after drag queens were locked out of their Facebook accounts for not using their legal names and started encouraging followers to switch to Ello. 
• Now the small startup is struggling to accommodate all the attention it's receiving. After several crashes, Ello is now putting user requests on a waiting list that has more than a million people in queue. 

Dive Insight: 

While it could just be a movement to support drag queens, performers, and the LGBTQ community, the Ello migration could be a symptom of users attitudes about tracking and advertising. Social networks are constantly collecting personal information and perhaps it won't be seen as acceptable moving forward. Marketers should watch this phenomenon closely to see if they should be adapting strategy.