Cosmetics chain Lush is closing down its social media accounts this week after growing ‘tired of fighting with algorithms’.
The firm, which sells natural and handmade soaps, bath bombs and beauty products, tweeted the announcement and asked followers to call, email or message via its website instead.
Lush has nearly 1.2 million followers across Instagram, Facebook and Twitter.
It told followers: ‘We’re switching up social.
‘Increasingly, social media is making it harder and harder for us to talk to each other directly.
‘We are tired of fighting with algorithms, and we do not want to pay to appear in your newsfeed.
‘So we’ve decided it’s time to bid farewell to some of our social channels and open up the conversation between you and us instead.’
We're switching up social.
Increasingly, social media is making it harder and harder for us to talk to each other directly. We are tired of fighting with algorithms, and we do not want to pay to appear in your newsfeed. pic.twitter.com/nJUzG0lham
— LUSH UK (@LushLtd) April 8, 2019
Social media expert Brian Fanzo suggested changing its use of social media was a better bet, rather than binning it altogether.
He said that moving away from social media would only give its audience ‘the feeling that you don’t care to hear from them’.
Responding on Twitter, he said: ‘If you shift your vision of what success looks like on social media to driving conversations, providing value and creating content that celebrates your customers I have a feeling you’d find massive value here.
‘I agree sales, talking at people and focusing on likes doesn’t work.’