The new social media site Ello has exploded in popularity recently among people seeking a social network that doesn’t fill their feed with advertisements. AdWeek reported that the invitation-only site is receiving 45,000 hourly requests to join, which is far more than the fledgling site can handle. This leads brands to wonder – what is their role on the hottest new social media site?

Ello is being called the “anti-Facebook” for its stark aesthetic and its promise not to allow advertisements, sell data, or require users to register under their real name. The site’s manifesto says that, “Collecting and selling your personal data, reading your posts to your friends, and mapping your social connections for profit is both creepy and unethical.”

Even though the site clearly states its rejection of social-media brand advertising, some brands have already jumped on the Ello bandwagon and created company pages. Among the early adopters are Netflix, Sonos, and the Wall Street Journal.

Many people think these brands are foolish. Ello’s manifesto makes it clear that the site is a gathering place for people who are sick of brand advertising infiltrating their social networks so obviously any brands who try to join the party will be shunned.

But Ello founder Paul Bidnitz’s bicycle shop has a brand page, which some argue sets the precedent that brands are welcome on the site, as long as they’re not trying to advertise. In addition, Ello users choose who they want to follow, so if they do not want to see a brand’s posts they never have to.

So should your brand join Ello? At this point, it would probably be wise to wait. Ello is still in its early stages and it is not clear whether its business model is sustainable. Since it could be a passing fad, it is not worth it to invest resources in it yet. In addition, brands that jump in too quickly without thoroughly evaluating the community dynamic run the risk of facing backlash from other users. For now, brands would be wise to monitor how the network develops in the upcoming weeks and months before creating a page.

What do you think? Should brands jump on Ello now or wait to see how it develops?