Cosmetics retailer Lush has announced that it will be switching off six branded social media accounts – including Lush UK – across Facebook, Twitter and Instagram.
It’s a bold move by Lush, but by making the most of their community of true ambassadors – or ‘Lushies‘ as they call them – they’ll be able to focus on real conversations rather than blasting out brand messages.
At a time where many brands are still competing to have a top spot on social, Lush has decided it’s time to switch it up by switching off many of its social media accounts. Lush UK, Lush Kitchen, Lush Times, Lush Life, Soapbox and Gorilla will all close, but accounts for North America will remain active.
A Time for Voices to Be Heard
In a statement, a spokesperson for Lush said: “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.”
Sally Rushton, head of digital engagement at Jaywing told The Drum “Lush has already started promoting the use of #LushCommunity in the hope that it will continue the conversation online in the absence of active tweeting. There are already lots of Lush fans online who review the products and have become influencers in this space. This could well be the start of a bold and brilliant move for Lush if it has recognised a way to ride on the coattails of influencer content, while engagement with their own content starts to dwindle.”
This switch towards more authentic user generated content (UGC) is not surprising considering consumers rate authenticity as one of the biggest factors for consumers when choosing which brands to support. Especially considering 86% of consumers rate it as the most important factor. Because consumers can differentiate between branded content and UGC an average of 70% of the time, brands no longer have the persuasive powers they used to.
A Bold Move
According to Lush this bid to “cut out the middleman” between the brand and their community is in favour of social, which is “more about passions and less about likes”.
Lush leaves behind almost 570K Instagram followers , 420K page likes on Facebook and 200K Twitter followers.
Mike Blake-Crawford from Social Chain told the BBC that it may be a challenge to capitalise working with ambassadors without a centralised social media ‘home’ for their products and campaigns.
#LushCommunity on Instagram currently has 120K posts – it will be interesting to watch how this grows over the next few months.