While many brands are rushing to increase their social media presences, Lush UK is doing just the opposite, closing several of their social accounts this week.
As the BBC reports, the British cosmetics seller said on Twitter it was “tired of fighting with algorithms” and didn’t want to “pay to appear” in newsfeeds. LushUK has 202,000 followers on Twitter, 569,000 on Instagram and over 423,000 on Facebook.
Lush sells a wide selection of soaps, bath bombs, shampoos, skincare and other products direct and via retail. Instead of social, it says it will “cut out he middleman” communicate with “the Lush community” by email, phone or its website instead.
“This isn’t the end. It’s the start of something new,” said the brand’s farewell post on Instagram.
“We don’t want to limit ourselves to holding conversations in one place, we want social to be placed back in the hands of our communities – from our founders to our friends,” it added in a statement.
The move isn’t a worldwide push for the company: Lush North America’s social channels will remain active.
“It requires resource, headspace, investment, and in some cases the outcomes don’t justify the means,” Yonchev says. “It’s clearly a protest move that is reflective of a general industry sentiment against Facebook algorithms.”
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As organic reach on many platforms is becoming more limited, he adds that many marketers are investing their resources into off-channel activity, such as working with influencers.
“Most social successes are no longer found on the feeds of brands but through general activity across social media,” Yonchev say. “How other people are talking about your brand matters far more than how a brand talks about themselves.”
This isn’t the first time Lush UK has caused a social stir. Last year, it dropped an ad campaign drawing attention to the UK “spy cops” scandal after social commenters criticized the campaign as looking like an attack on the police.
View this post on Instagram
We're switching up social. Increasingly, social media is making it harder and harder for us to talk to each other directly. We are tired of fighting with algorithms, and we do not want to pay to appear in your newsfeed. So we’ve decided it’s time to bid farewell to some of our social channels and open up the conversation between you and us instead. Lush has always been made up of many voices, and it’s time for all of them to be heard. We don’t want to limit ourselves to holding conversations in one place, we want social to be placed back in the hands of our communities – from our founders to our friends. We’re a community and we always have been. We believe we can make more noise using all of our voices across the globe because when we do we drive change, challenge norms and create a cosmetic revolution. We want social to be more about passions and less about likes. Over the next week, our customer care team will be actively responding to your messages and comments, after this point you can speak us via live chat on the website, on email at firstname.lastname@example.org and by telephone: 01202 930051. This isn’t the end, it’s just the start of something new. #LushCommunity – see you there.