As a business, we don’t pay for advertising. The same applies when it comes to social media. Over the years we have created, published and cross-promoted organic content and conversations with the Lush community across multiple platforms and accounts. However, it has become more and more apparent that these genuine conversations with the Lush Community cannot grow without us paying for the reach and engagement. We are proud of what we have built organically using borrowed platforms, but it is time for a change.
An audit of our social content and strategy demonstrated that on average, only 6% of our followers are serviced with our content in their newsfeed because we don’t pay to play. So in an effort to make Lush better educated as both technologists and consumers, we’re making the bold step to evolve our social media strategy.
Going forward the UK strategy is to primarily focus and invest more heavily in our owned platforms, where we have seen stronger engagement, rather than rely so heavily on third parties.
Lush owned platforms are:
Lush Player Home to buying stories, product creations, and interviews, the Player is a go-to hub for fresh new content.
Lush.com Global E-Commerce website and storytelling platform.
Labs.lush.com Home to exclusive product drops and a first look at content alongside honest feedback.
Lush Labs app Where the latest digital experiments unfold and a destination for our digital community to engage with us.
Although we will no longer be posting on 6 of Lush UK’s main channels (Lush, Lush Kitchen, Lush Times, Lush Life, Soapbox and Gorilla Arthouse), we will be continuing conversations through #LushCommunity (and other familiar hashtags such as #Lush, #LushLabs and #LushMakeup to name just a few) via staff, friends and our shop social media accounts across Instagram, Twitter and Facebook.
As this is the first exploratory step by Lush UK, we are not suggesting other Lush markets follow suit. We are sparking an initial conversation.
We will be relying on the expertise of our current social media teams to develop and implement the new strategy. As well as this they will be continuing to create and publish content for our own platforms and those of the community.
This is the first step on an interesting journey and we would love to have you with us for the ride.