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It's prob'ly because it feels incomplete... like it should be short for something else but not a name in and of itself... Have known plenty of people who get addressed as Jo and some who have it as part of a double name (Billie-Jo), but it doesn't feel complete on its own...

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Jolene
Joanna
Joanne
Jodi
Josephine
Joelle

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They all feel more solid than just Jo, but can use Jo as a nn if they so choose. I'm partial to Kendra Jolene nn Kendra-Jo. I believe "Designing Women" had a Mary-Jo. DJ on "Full House" was short for Donna-Jo. However, Jo on its own is missing something.