An invitation-only beta test has recently been launched by new social networking site 'Ello' to attract subscribers as well as tech buzz.

Ello is a new social network which is set to challenge Facebook, but without ads. The network - which touts itself as a simple, stunning and ad-free network - was launched as free service in July this year.

The Ello social network names Paul Budnitz as its creator; and artists Berger and Fohr as its graphic designers. In addition, under the heading Ello/WTF, the social network also says that the creation of the social networking startup involved five other "creative technologists" as well.

The invitation-only beta test launched by Ello comes with a manifesto which declares "your social network is owned by advertisers; and adds alongside that "We (Ello) believe in a better way."

According to the details shared by Ello, the "better way" of social networking in which it believes includes transparency, boldness, simplicity, and splendor --- all that, with no advertising. As per the Ello creators, the social media site which they have launched is essentially a tool for empowerment, rather than a tool for deceiving and manipulating users.