VerriBerri Talks: Lush Quits Instagram

VerriBerri Talks: Lush Quits Instagram

If you’re a bath bomb addict, then you’ll obviously have heard of Lush. If you’re in the market for a multi-coloured melty bath bomb, then their Instagram is the best place to fuel your addiction.

So, when the beauty giant revealed they were deleting their 500,000 strong Instagram channels, we were more than shocked. So why the sudden break up with social media and what does this mean for social media marketing? Here’s our thoughts on the biggest breakup of the year.

Pay to Display

We’re tired of fighting with algorithms, and we do not want to pay to appear in your newsfeed. These were the words spoken by a Lush spokesman; the day the bath bomb giant announced it was quitting its UK Instagram platforms. As social media algorithms continue to change, brands are increasingly resorting to splashing the cash to keep their content visible.

So, what does this mean for the social media marketing? With so much content on social media networks, brands are finding it almost impossible to cut through the noise. However, while Lush saw paid advertisements as a negative, they can be incredibly beneficial to brands in increasing brand awareness and sales.

Influencer Marketing

Instead of promoting on social media, Lush is planning to implement an influencer marketing strategy; by bringing on people known as Lush personalities. Instagram is an influencer marketing powerhouse, so investing in this particular strategy can be beneficial for a variety of brands, not just lush.

Influencer marketing can be incredibly effective in raising brand awareness and creating user generated content. However, as a digital marketing agency, we’re intrigued to see how this will play out for Lush in the long term; now they no longer have a base platform.

Chelmsford Digital Agency

We’re excited to see what bigger things Lush has to come. However, if your brand is struggling with its social media strategies, why not use a digital agency like VerriBerri? Here at VerriBerri, beauty marketing, Essex, we provide a variety of services including beauty PR, creative design and content marketing. For more information, get in touch with our team today.

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