Article about brands on Ello on Fashionista.
Because Ello doesn't have ads, the only way for brands to be on Ello effectively is to post interesting things that people want to see.
Another way to say it is, the worst way to for a company to use social media is to advertise, because that is essentially paying money to show us things that we don't want to see. Brands are welcome join Ello, but if their content sucks, nobody will want to follow them.
If a brand's content is awesome, they deserve to build big followings. I personally love the short films that Prada made last year with Wes Anderson.
That requires creativity. Lets raise the bar.
// Thanks to @gregfoley