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.
As London Fashion Week is in full swing, this quote from one of the doyenne’s
As London Fashion Week is in full swing, this quote from one of the doyenne’s of the industry reminds us that we should never give up. .
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Posted 22 hours ago.

As London Fashion Week is in full swing, this quote from one of the doyenne’s of the industry reminds us that we should never give up. . . . #londonfashionweek #londonfashionweek2020 #cocochanelquotes #inspirationalquotes #digitalclarity #digitalmarketing #digitalconsultancy #motivation

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Ad World Masters A
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Ad World Masters Agency of the Year highlights the best agencies around the world, based on its underlying technology and unique data. Digital Clarity - Silver Winners
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The company uses AI (artificial intelligence) and a unique combination of crowdsourced, raw and verified data to assess the calculation for the Agency Score and ranking
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The data of over 10,900 agencies has been processed and assessed by the company’s artificial intelligence algorithms
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The Agency Score is a representation of both digital and human-controlled data such as Reviews, SEO, Social, Web performance, Awards, and more. This Agency of the Year title elevates and promotes the best agencies through factual and objective data
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An intriguing and alternative way to assess agencies – AI . Ad World Masters Agency of the Year highlights the best agencies around the world, based on its underlying technology and unique data. Digital Clarity - Silver Winners . The company uses AI (artificial intelligence) and a unique combination of crowdsourced, raw and verified data to assess the calculation for the Agency Score and ranking . The data of over 10,900 agencies has been processed and assessed by the company’s artificial intelligence algorithms . The Agency Score is a representation of both digital and human-controlled data such as Reviews, SEO, Social, Web performance, Awards, and more. This Agency of the Year title elevates and promotes the best agencies through factual and objective data . . . . #digitalclarity #awardwinning #ppc #seo #digitalagency #digitalmarketingagency #digitalconsulting #digitalconsultant #socialmediamarketing #socialagency #contentcreator #contentmarketing #ai #guildford #surrey #hants #london

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As Napoleon Hill says in his book, Think and Grow Rich, “Most great people hav
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As Napoleon Hill says in his book, Think and Grow Rich, “Most great people have attained their greatest success just one step beyond their greatest failure.” . In these volatile times business needs to be resilient and build those business muscles that have carried you this far . One armour that can project confidence and strength is marketing . Sharing your business in the right way, on the right platform at the right time can reap huge benefits . . . . #business #resilience #wilsonluna #growthmindset #digitalclarity #guildford #mondaymotivation #monday #marketing #digitalagency #digitalconsultant

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Great visiting our client Chatsworth House yesterday
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A long drive was rewarded
Great visiting our client Chatsworth House yesterday
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A long drive was rewarded by seeing the House, set in the backdrop of the landscaped gardens bathed in beautiful winter sun
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Currently working on enhancing the brand online and developing the ecommerce offering
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Great visiting our client Chatsworth House yesterday . A long drive was rewarded by seeing the House, set in the backdrop of the landscaped gardens bathed in beautiful winter sun . Currently working on enhancing the brand online and developing the ecommerce offering . #chatsworthhouse #chatsworth #derbyshire #ecommerce #royalfamily #royalhouse #art #gardens #fineart #statelyhome #prideandprejudice #janeausten #farmshop #sustainability

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In a world of immediate social media gratification, it is sometimes easy to forg
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In a world of immediate social media gratification, it is sometimes easy to forget the impact one person can have on society . With the sad passing of Kobe Bryant and the no doubt countless tributes he will receive, it shows that the force for human good will always outweigh the bad . His career and legacy will show how one man overcame negativity to become the top in his profession and inspire countless individuals to do better in their lives. . . . . . #kobe #kobebryant #lalakers

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Great day at Bett 2020 @excellondon - Bett is the first industry show of the year in the education technology landscape
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The show brings together over 800 leading companies, 103 exciting new EdTech startups and over 34,000 attendees
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People from over 146 countries in the global education community come together to celebrate and find inspiration
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The show is designed to demonstrate how technology and innovation enables educators and learners to thrive
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Posted 4 weeks ago.

Great day at Bett 2020 @excellondon - Bett is the first industry show of the year in the education technology landscape . The show brings together over 800 leading companies, 103 exciting new EdTech startups and over 34,000 attendees . People from over 146 countries in the global education community come together to celebrate and find inspiration . The show is designed to demonstrate how technology and innovation enables educators and learners to thrive . . . . . #bett #bettshow #bett2020 #bettshow2020 #edtech #technology #education #ict #excel #excellondon #digitalclarity #digitalmarketing #digitalmarketingagency #consulting #digitalconsultant #digitalconsulting

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