Does Your Brand Need a Social Refresh?

Estimated Reading Time 8 minutes

Why social media is important

In this day and age, it’s very rare to come across a brand that isn’t on social media. Whether it’s unintentional, (through reviews, check-ins, or the like) or not, it’s uncommon that a brand doesn’t have some form of social presence.

Social media allows brands to connect with their consumers, from both a branding perspective as well as on a personal level. I can’t tell you the times I have tweeted brands – to ask a question, to complain, to say thanks, and I know I’m not alone in this! Similarly, like you, I regularly follow brands on Facebook and Instagram to keep up to date on their latest collections, sales and behind the scenes pics.

Breaking the boundaries

In recent news, beauty brand Lush announced that they were going to delete ALL their UK social media channels. WHAT?! I hear you gasp.

Their reasoning? They don’t pay for advertising, and therefore don’t want to pay to appear in their followers news feeds. Whilst Lush probably aren’t alone in this feeling – they are certainly the first to bravely step up and admit that they won’t succumb to the ever-changing algorithms.

“We are proud of what we have built organically using borrowed platforms, but it is time for a change.”

This is undoubtedly a bold move from Lush, though the brand will continue their social presence through “staff, friends and shop” profiles.

Interestingly, the feedback from the #lushcommunity is mixed, from users asking how they should now keep in touch, to others praising the brave move.

User Generated Content

Back in 2016, it was reported that 85% of consumers find UGC more influential than brand-created content.

Do a search for #lush or #lushcosmetics, and within seconds your screen is filled with heavenly photos of marbled bath water and soaps and bath bombs in every shape and colour imaginable, most of which are taken from consumers own profiles.

#lushcosmetics on Instagram

This example, shared on @lushcosmetics Instagram (one profile that is staying put for now – FYI) has been reposted from another user’s profile.

What impact will this have on UGC? Whilst Lush are removing their UK based profile, the #LushCommunity is thriving, and Lush have stated that they’ll ‘see you there’. Interestingly, accounts have started to pop up from Lush team members, echoing their statement that the brands’ social presence will continue through staff.

From my own perspective, I highly doubt the UGC of bath bombs fizzing away will reduce; if anything it might even increase… who doesn’t love to share a Boomerang of the bath bomb swirling round the tub?

Industry Insight

Following the shock announcement (L-Exit, if you will) Adweek asked their Twitter followers their thoughts on the pros and cons of this move. A lot of feedback followed the same direction; the brand exposure possibilities from social media can far outweigh any cons.

Some users even went as far to suggest that Lush may be secretly planning to release their own content sharing platform; after all, they already have a Lush Player where users can watch and listen to updates from their teams, including the buying team, product creations and everything in between.

In terms of engagement with consumers, what millennials or Gen Z kids will actually pick up the phone over sending a message via social media? It just isn’t the done thing anymore.

One small step for Lush, one giant leap for mankind

I’m not sure that it’s a trend that’ll catch on, given the reach and engagement that can be achieved through social platforms both organically and paid for. From a marketing perspective, it’s certainly not something many (or any!) in the industry would recommend, but only time will tell how this will impact Lush’s business. Good luck to them.

Continual evolution

If we have learned one thing from the online world, it’s that nothing stays the same for too long. In social media for brands, this is crucial. What worked in 2018 may not be working well in 2019. People change and attitudes change – those that don’t get left behind. Keeping the core values of your business is important, though having fluidity to adapt to change and opportunities is equally the case.

One way of keeping an eye on trends and change is analytics. Tools such as Google Analytics can help you evaluate what’s working, when it’s working and when to refine. To learn more or discuss how you can leverage social media for your business, give us a call.

Sophie Burrows
As a Senior Digital Strategist, Sophie's role is focused around working with clients to achieve their business objectives, through a mixture of digital marketing channels. Having worked closely with clients in a variety of disciplines over the last five years, Sophie has gained an invaluable insight into what makes for a successful campaign. Applying a strategic process along with deep analytics insight has made Sophie an in-demand digital strategist.
All of us @digitalclarity, like most of the nation that can, have been working f
All of us @digitalclarity, like most of the nation that can, have been working from home .
Through this challenging time, we are all adjusting to a new way or communicating. Those video conferencing with colleagues will sympathise with this excellent post on @ladbible via @kaekurd that nails those early days .
The world still turns, business still flows, keep safe
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Posted 4 days ago.

All of us @digitalclarity, like most of the nation that can, have been working from home . Through this challenging time, we are all adjusting to a new way or communicating. Those video conferencing with colleagues will sympathise with this excellent post on @ladbible via @kaekurd that nails those early days . The world still turns, business still flows, keep safe . . . . #wfh #workingfromhome #video #videoconference #confcall #conferencecall #conferencecalls #videoconferencing #digitalclarity

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COVID-19 may have one of the biggest impacts on businesses and individuals in ou
COVID-19 may have one of the biggest impacts on businesses and individuals in our lifetime - even among the negativity and misinformation, the business world still turns
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At Digital Clarity, we care about you, our employees, friends, peers and clients - we want to make sure that in these uncertain times, there are some positives and ways to help your business in this extremely difficult situation. See the link in our bio
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It's going to be a rollercoaster ride, there will be ups and downs and plenty of new challenges which you may not have come up against before
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Keep safe, keep proactive and keep adapting
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Good luck and remember, we will get through this
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Posted 1 week ago.

COVID-19 may have one of the biggest impacts on businesses and individuals in our lifetime - even among the negativity and misinformation, the business world still turns . At Digital Clarity, we care about you, our employees, friends, peers and clients - we want to make sure that in these uncertain times, there are some positives and ways to help your business in this extremely difficult situation. See the link in our bio . It's going to be a rollercoaster ride, there will be ups and downs and plenty of new challenges which you may not have come up against before . Keep safe, keep proactive and keep adapting . Good luck and remember, we will get through this . . . . . #digitalclarity #dontpanic #keepgoing #digitalmarketing #digitalconsultant #digitalmarketingagency #ppc #seo #digitalagency #digitalconsulting #b2b #b2bmarketing #b2bsales #winwin #ai #fintech #luxury #content #contentmarketing #keepgoing #keepcalmandcarryon

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In these uncertain times, it is hard when so much is out of our control
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The qu
In these uncertain times, it is hard when so much is out of our control
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The quote from Mandy Hale reminds us that sometimes rather than trying to find answers, we must live in the question
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#uncertainty #uncertaintimes #stoicism #strength #livelife #keepgoing #nevergiveup #focus #wordsofwisdom #wordsofencouragement #covid #coronavirus #selfisolation

Posted 2 weeks ago.

In these uncertain times, it is hard when so much is out of our control . The quote from Mandy Hale reminds us that sometimes rather than trying to find answers, we must live in the question . . . . #uncertainty #uncertaintimes #stoicism #strength #livelife #keepgoing #nevergiveup #focus #wordsofwisdom #wordsofencouragement #covid #coronavirus #selfisolation

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We met some great people at Cloud Expo Europe today
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We have recently helped s
We met some great people at Cloud Expo Europe today
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We met some great people at Cloud Expo Europe today . We have recently helped some wonderful Tech and Software companies - become great. In many cases, increasing enterprise and b2b sales by over 42% . Learn how we can be your competitive advantage . Contact us now +441483 338 270 / link in bio . . . . #b2bmarketing #digitalmarketing #digitalmarketingagency #socialmedia #ppc #seo #analytics #unifiedcommunications #uc #ai #b2bsales #securitysoftware #cloudexpoeurope #googleads #fbads #instamarketing

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Great to be amongst some of the leaders in AI, Cyber Security and IOT .
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Great to be amongst some of the leaders in AI, Cyber Security and IOT .
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Great to be amongst some of the leaders in AI, Cyber Security and IOT . . . . . #cloudexpoeurope #cloudexpo #cybersecurity #ai #iot #internetofthings #digitalclarity #b2b #b2bmarketing #b2bsales #excellondon #it #cloud #cloudcomputing #cloudserver

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This International Womens Day, let's challenge stereotypes, fight bias, broaden
This International Womens Day, let's challenge stereotypes, fight bias, broaden perceptions and strive for a gender equal world.
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#eachforequal #internationalwomensday #iwd2020 #iwd

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This International Womens Day, let's challenge stereotypes, fight bias, broaden perceptions and strive for a gender equal world. . . . #eachforequal #internationalwomensday #iwd2020 #iwd

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Ahead of International Women’s Day this weekend, the team here @digitalclarity
Ahead of International Women’s Day this weekend, the team here @digitalclarity want to share “Be a lady they said”, a great depiction of the pressures put upon women daily.
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#internationalwomensday #girlpower #iwd #iwd2020 
girlsgirlsgirlsmag.com
Words: Camille Rainville
Narrator: Cynthia Nixon
Director: Paul McLean 
Music: Louis Souyave 
Post: Mini Content
Producer: Claire Rothstein

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Ahead of International Women’s Day this weekend, the team here @digitalclarity want to share “Be a lady they said”, a great depiction of the pressures put upon women daily. . . . #internationalwomensday #girlpower #iwd #iwd2020 girlsgirlsgirlsmag.com Words: Camille Rainville Narrator: Cynthia Nixon Director: Paul McLean Music: Louis Souyave Post: Mini Content Producer: Claire Rothstein

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Face reality as it is, not as it was or as you wish it to be
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Jack Welch, a leg
Face reality as it is, not as it was or as you wish it to be
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Jack Welch, a legend of American business who transformed General Electric (GE) into America's most valuable company, has died aged 84
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#rip #jackwelch #ge #neutronjack #business #leaders #generalelectric

Posted 3 weeks ago.

Face reality as it is, not as it was or as you wish it to be . Jack Welch, a legend of American business who transformed General Electric (GE) into America's most valuable company, has died aged 84 . . . . #rip #jackwelch #ge #neutronjack #business #leaders #generalelectric

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