In an unusual movement for a brand in the middle of 2019, the cosmetics firm Lush has decided to put the lock on its accounts in social networks in the United Kingdom. The company has removed both its corporate Facebook page and its Twitter account and its Instagram profile this week.
“Lush closes its profiles on social networks in the UK to protest the organizations.”
Why has Lush carried out this strange movement? It is curious, since it is not a strategy that the company is developing in all markets, but rather it seems a unilateral movement on the part of its Social Media managers in the United Kingdom.
In fact, as of today, Lush Spain’s Twitter account – the firm has stores selling soaps and other body products in many cities throughout the country – continues to operate normally, and the same thing happens with Lush’s U.S. Why have your colleagues in the UK decided to turn their backs on social media?
According to the company’s own Twitter account before leaving it, “they were tired of fighting the algorithms” and were not willing to continue “paying to appear in the users’ newsfeed”.
Lush asks the more than 200,000 users who followed her on Twitter to, from now on, contact them through their website, by phone or by email.
On Instagram there have been 569,000 followers “abandoned” by the cosmetics firm. The same goes for the more than 423,000 people who had “like” their corporate page on Facebook.
“We do not want to limit ourselves to having conversations with users in one place. We want “the social” to be in the hands of our communities, from our founders to our friends, and not the companies and their algorithms,”says Lush.
There are many companies that complain that their reach in social networks has fallen drastically in recent years. In Facebook it is true that the algorithm prioritizes content from family and friends and practically “hides” the publications of the Pages that do not pay so that their contents are shown to a greater number of people.
However, Lush’s protest action is questionable, especially since it is not a global brand strategy. Perhaps it is a movement made by the Social Media Department of the company in the United Kingdom only to generate noise and to put on the table again the problem of the tyranny of the algorithms, which indeed many companies suffer from diary in your surfing social networks in search of a community of users with whom to interact.