Services
TAYA

They Ask, You Answer Mastery

A coaching & training program that drives unmatched sales & marketing results.

Sales

Sales Performance Mastery

Improve the competencies and close rates of your sales organization.

Web design

Website Mastery

Web design, development & training for your team.

HubSpot

HubSpot Mastery

Everything you need to get the most from HubSpot.

AI Mastery

AI Enablement Mastery

Unlock the power of AI in all aspects of your revenue operations.

Discover how IMPACT’s services can help take your business to the next level. Book a free 30-minute coaching session Book a free 30-minute coaching session
Learning Center
Learning Center

Learning Center

Free resources to help you improve the way you market, sell and grow your business.

Discover how IMPACT’s services can help take your business to the next level. Book a free 30-minute coaching session Book a free 30-minute coaching session

Free Assessment: How does your sales & marketing measure up?

Get Started
Close

Free Assessment:

How does your sales & marketing measure up?
Take this free, 5-minute assessment and learn what you can start doing today to boost traffic, leads, and sales.
Get Started
Social Media Marketing  |   News

Lush UK is Quitting Social Media Due to Frustrations Over "Fighting With Algorithms"

Iris Hearn

By Iris Hearn

Apr 11, 2019

Lush UK is Quitting Social Media Due to Frustrations Over "Fighting With Algorithms"

Social media is often praised by brands for its ability to provide an outlet to connect with customers and engage their audience with their products.

So when the news broke that the popular cosmetics company, LUSH, was deleting all of its social media accounts, many were confused.

If you’re unfamiliar with Lush, they primarily sell bathing products like body washes, bath bombs, and face masks - and are well-known to have captivating Instagram posts.

Many feel that this is an extremely high-risk move, especially in the current climate where companies are having more success through social media than ever before.

Why Lush Is Quitting Social Media

While many brands have seen the true power social media holds for their business, Lush clearly doesn’t feel the same way.

In fact, their reasoning for abandoning social media was that it was actually inhibiting their ability to engage with fans.

In an Instagram post, Lush stated that they were tired of catering to constant social media algorithm changes to get in front of followers.

Here is Lush’s full statement:


“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 wecare@lush.co.uk and by telephone: 01202 930051.⁣"

"This isn’t the end, it’s just the start of something new.⁣"

"#LushCommunity - see you there.”

Their statement was certainly shocking - but the main complaints cited aren’t anything new.

In the past year or so, it definitely has been a bigger struggle to get in front of audiences than ever before, as many social media platforms have abandoned chronological news feed ordering in favor of algorithms that order by “relevancy.”

Because of this, many brands have been frustrated with their posts not being shown to users, particularly because it feels like the platforms are making these changes to encourage more brands to pay for ads as a way of increasing impressions.

Will This Be Good or Bad for Lush?

This decision doesn’t feel especially off-brand for Lush.

The company has built its brand on challenging the “norms” other cosmetics companies follow.

For example, none of their products are tested on animals, and they are designed to use minimal packaging to reduce environmental impact. They also pride themselves on having all-natural ingredients in all of their products and no harmful chemicals.

So, it’s not surprising that they would defy another norm that’s commonplace in their industry in order to make a statement.

This, however, is a bit different.

While being environmentally friendly can absolutely attract new customers, abandoning social media can prevent them from finding you in the first place.

Additionally, while it’s true that it’s harder to gain news feed views organically, interested customers will absolutely still visit your profile when they want to learn more about your products - even if they are not already following you.

There’s also a huge opportunity on Instagram to get seen more using Instagram Stories, which (at this time) ensures your profile will show up at the top of Instagram regardless of algorithm changes.

So, while I do understand Lush’s frustrations - I’m not sure if abandoning platforms with massive followings (570,000 on Instagram, 200,000 on Twitter, 400,000 on Facebook) will benefit them in the long run.

Those on social media seem to agree:

What’s to Come for Social Media

Personally, I’m skeptical that this decision will have the anticipated payoff Lush is looking for.

However, this will be an interesting experiment to watch play out: How much value is social media really driving?

If Lush returns to social media in the near future, it will be a clear sign that brands (especially cosmetic companies) do drive benefits from having a social media presence.

On the other hand, we may find that Lush is having more success creating a meaningful community outside of social media. And if that’s the case, it may start a new trend for what’s to come for brands.

In any case, it’s clear that social media is changing. Brands need to adapt their strategy in order to get found.

Having posts that drive comments, engagement, and likes is the best way to ensure the algorithms remain in your favor. (It’s actually funny because all of the buzz their announcement has generated on social media probably garnered Lush enough engagement to now show up organically in followers’ news feeds).

So, while I’m not optimistic about their decision, I think what will happen because of it, either good or bad, will speak to the role social media has for businesses in the future.

Free Assessment:

How does your sales & marketing measure up?
Take this free, 5-minute assessment and learn what you can start doing today to boost traffic, leads, and sales.

Related Articles

Winning with YouTube Shorts: Mastering the Algorithm on the Front Lines

October 23, 2023
Marcus Sheridan Marcus Sheridan

Why Short-Form Video Is a Vital Tool for Reaching Your Audience

September 25, 2023
Lindsey Schmidt Lindsey Schmidt

Your B2B Content Strategy Is Going to Need More Social

June 21, 2023
Nick Bennett Nick Bennett

12 Ways You're Totally Blowing Your Business Social Media Strategy

June 18, 2023
Mary Brown Mary Brown

Should Your Demand Gen Strategy Change in a Slumping Economy?

April 12, 2023
Nick Bennett Nick Bennett

How To Build an Effective Instagram Video Marketing Strategy

April 30, 2022
Ramona Sukhraj Ramona Sukhraj

How Facebook's news feed algorithm works and prioritizes content

July 14, 2021
Liz Murphy Liz Murphy

Data: Facebook is No. 1 in revenue value for publishers, Twitter is a bust

July 7, 2021
Liz Murphy Liz Murphy

Best times to post on social media in 2021 (new data)

May 19, 2021
Liz Murphy Liz Murphy

Twitter fails to buy Clubhouse, whose creators can now make money... so what?

April 8, 2021
Liz Murphy Liz Murphy

Marketers, Facebook Analytics will be no more on June 30, 2021

April 2, 2021
Liz Murphy Liz Murphy

7 Best Social Media Management Tools (+ Video)

March 26, 2021
Connor DeLaney Connor DeLaney

Twitter teases Super Follows, Communities; undo send tweet still a rumor

March 11, 2021
Liz Murphy Liz Murphy

LinkedIn adds new 'Products' highlight tab on company pages

February 25, 2021
Melissa Smith Melissa Smith

54 jaw-dropping social media statistics for businesses [New for 2021]

February 23, 2021
Connor DeLaney Connor DeLaney

Facebook video best practices: what you need to know to grow your video presence

February 16, 2021
Lindsey Schmidt Lindsey Schmidt

27 best digital marketing news sites

January 26, 2021
Liz Murphy Liz Murphy

Should you care about Clubhouse, the new audio-based social media app?

January 19, 2021
Nick Bennett Nick Bennett

How to maximize lead generation via Facebook posts and ads

January 18, 2021
Myriah Anderson Myriah Anderson

Working with IMPACT on paid media: What to expect

January 13, 2021
John Becker John Becker

Instagram advertisers can create branded content ads on creators’ accounts

January 6, 2021
Justine Timoteo Thomas Justine Timoteo Thomas

The top 10 social media trends for brand survival in 2021 [Infographic]

January 2, 2021
Joe Rinaldi Joe Rinaldi

6 holiday campaign examples that are total showstoppers

December 25, 2020
Dia Vavruska Dia Vavruska

Pinterest continues diversity and inclusion efforts with new features and leadership

December 16, 2020
Shandia Drummond-Butt Shandia Drummond-Butt

TikTok still available in the US despite not reaching a sell-off deal

December 11, 2020
Karisa Hamdi Karisa Hamdi