Lush Cosmetics UK announced they are they are closing their Instagram account and maybe other social media accounts as well. According to them they are tired of “fighting” with algorithms and and they don’t want to “pay” to appear in feeds so, they are going to switch things up and bid a fond farewell to some of their social media outlets.
Lush UK has a very, very long and rich history in being very one on one with their customers and fans. Their forum has always been a popular gathering place for fans to interact with each other but also, with Lush founder “Big” Mark Constantine, Aunitie Pamela (No, not the Bubble Bar, the person), and of course, Hilary, Lush’s Ethical Director. All of which have appeared on the Lush UK Forum to chat, goof around, and gather with Lushies! The forum was massive 10 or more years ago and it’s still a pretty popular spot for Lushies to gather.
Of course, many things changed with the popularity and the introduction of certain social media platforms. Forums, IRC, BBS Boards, Chat Rooms, they are all dinosaurs compared to how we currently communicate on the Internet. Not to mention we live our online lives a lot differently than we did ten plus years ago.
Lush isn’t alone struggling with algorithm changes. It’s something small bloggers like myself battle with daily. As soon as Google starts brewing up a new algo change I hold my breath and hope for the best. That small (or large) change can make or break me. I’ve already feeling the ripples of the last update. It’s not fun. The same goes for any algo changes experienced across Facebook, Twitter, or more recently Instagram. Like any business, social media is out to make money and they want you to pay to reach your fan/consumer base! It makes sense. It’s a good business model but it’s also one that not every blogger, influencer, or brand can afford.
Not everyone is on board with Lush’s choice to close down certain social media accounts. They feel like it’s putting people out of work! Their PR or Media Team might get fired. However, we actually don’t really know if they even have a PR or Media Team that handles those accounts. Lush has always run like a small business so, it is possible that they don’t have an entire PR team running their accounts. Other people hate the idea they won’t be able to interact with Lush daily on their favorite social media platforms. And some thing Lush is being cheap and even childish cause they can’t deal with an algo change.
I’ve dealt with some crappy algo changes in my day. Panda, Fred, the MFU (Mobile Friendly Update), and of course, the many updates across Facebook and Instagram. I haven’t yet let them get me down. So, in some ways I’m sort of mad at Lush for saying well, “You did an algo change WE QUIT! WE can’t work like this BYE!” If I had that attitude I probably wouldn’t be blogging anymore. I keep chugging, I keep fighting the good fight, and I do my best to navigate through the storm of a severe or minor algo change. I wish Lush felt the same.
Lush has actually decided that if you want to chat (aka ask questions or have comments or concerns) you can use their live chat on their website, email them, or reach out via phone (remember, long distance charges applies to calls made in the US to the UK).
I think they are harming their business by closing down social accounts. I think they should have stuck with it. Reaching some fans if not all is better than nothing at all. You can hope that the people you do reach will share your content with friends and family because that’s ALWAYS helpful to bloggers, small business, etc…!
I think if Lush made this choice based on wanting to be more personal with their fans I’d have had a lot more respect for their choice. I feel like brands on social media are very aggressive and sometimes even ridiculous or offensive. If Lush said, “Hey, we want to interact with you one on one so we’re outta the social scene!” I’d have said, “WOW! Good choice!” But instead they are being a bit immature and having a tantrum of sorts because things aren’t going the way they want. Like I said, Instagram is a business just like any other business. They have overhead like anyone else, they have to pay huge server bills I’m sure, along with employee salaries, etc..plus they want to make money! And they do that by charging small businesses, larger influencers, bloggers, etc..to reach their following. I don’t resent them for that. Lush probably shouldn’t either.
What do you THINK?
Do you think Lush should keep chugging along on social media even if algo updates crush their following?
Or did they make the right choice by just closing up certain channels in revolt?
Note: Lush USA is open for business! None of their social media accounts are closing down (they have addressed this on their social media accounts)! Lush UK is the only one that made this announcement.