Following Lush, should my business delete social media?

The brands decision to abandon social media has businesses questioning: are Lush simply failing to get with the times, or are they turbocharging ahead of the game?

Lush UK are going to cancel social media. It’s a bold move, and the decision announced by the brand yesterday has grabbed the attention of businesses worldwide.

Over the course of the week, Lush UK are going to delete three of their social media channels, Facebook, Twitter and most surprisingly, Instagram, losing in total an audience of over a million followers.

“social media is making it harder and harder for us to talk to each other directly,” - LUSH UK

The statement references the unfairness of algorithms, paid advertising and a toxic environment that social media can create amongst its users.

It has created divisive argument between whether Lush have make the so right, or oh so wrong decision. Social media is so ingrained into the marketing strategy of a business that it seems incomprehensible that a brand can prosper and grow quickly without it - even a brand like Lush. If Lush are making the decision to fizzle out of social media as quick as a bath bomb, you may question why your business even needs social media at all.

The brands social media is any SME’s marketing goal, it has a huge and engaged audience full of brand loyalty, ready to walk into any Lush store after a product had been posted through aesthetic content and tongue in cheek copywriting.

All they ever need social media to do is drive customers into the store. Lush offers a dizzying interactive experience that can’t be communicated digitally, with products one much touch, feel and smell when going through the decision process of whether to buy. Because of this exciting in-store experience and all important brand reputation of creating products that work, over 20 years Lush has achieved the pinnacle strategy of the marketing world, word-of-mouth marketing.

Lush has generated an international cult following, with customers sharing products, recommendations and in-store experiences with family, friends and colleagues. Over 20 years Lush have opened 900 busy stores in 49 countries worldwide. In the past few years, they’ve brought together a fan base who love their mobile phones, their social media, the Lush brand and the store experience. When you add this all up, it’s clear that Lush UK don’t really benefit from pumping lots of ad revenue into promoting their products, simply because their cult following are already doing it for them.

The decision to opt out is that social media is called social media for a reason, you need to be social. Lush, an international brand, have identified the problem that they can’t be social at all. They find it hard to interact with their following of over a million, and want to retain their company values in that this interaction is an important part of the Lush experience. The question of whether Lush are ahead of the curve or so severely lacking behind can’t be answered yet. Is it all a big PR stunt? Is it a genuine decision that aligns with their company values? Only time will tell.

What we can confidently answer here is - if your small business only use social media to promote your products and the latest special offer, then maybe social media isn’t the one for you. However, for your small business, turbocharging ahead of the game is using social media for the purpose of being social. Generate a community of targeted people who engage with your content, and find creative ways to do so. Unless you reach the brand status and loved reputation of Lush, we strongly recommend that you’re not ready to sign out just yet.

“for your small business, turbocharging ahead of the game is using social media for the purpose of being social.”

If you need any help or guidance with your business social, get in touch with us today and we’ll give you some free guidance as to how you can boost your business content to reach your goals quickly and effectively. Call us on 0151 601 8682 or visit our website, jackallproductions.com

Jack-All Productions, Liverpool

Creative Communications agency


Jack AllComment