The past few weeks have seen a number of controversies and the ensuing uproar over on Twitter. Aside from the usual “Dotard” and Michael Jackson backlash that is. One topic that really caught my attention was the conversation over Lush UK’s decision to terminate all forms of social media. Seemingly such a controversial result left for a polarising discussion; those for and those against such choices. And I for one find this entire scenario and the Lush UK social media shutdown utterly refreshing.

The Lush UK social media shutdown has some theorising that it’s simply an underlying strategic business move. I suppose this could be a possibility. Subjectively is this a smart or a calculated move? I’m not qualified enough to make those kind of judgements. Personally I’ve opted to fixate on the humanity side of this argument, rather than the diplomatic business dialogue. Because the Lush UK social media shutdown has left me feeling very much enlightened and relieved. The mere fact that a much larger, well known brand has opened up on their struggles to make real and authentic engagement with their followers is refreshing. No, it’s more than that. Being able to relate and to finally hear some real honesty over the same social media issues, regardless of size or numbers, gives one an air of alleviation.

Especially considering Lush UK’s popularity worldwide.

“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.

// lush uk

With the Lush UK social media shutdown, it is comforting to know that you are not alone when it comes to the displeasures of social media. And as such, there is no denying its murky side. Like the trolls or the societal pressures that such platforms freely shine light upon for example. With Instagram, it’s that picture-perfect fantasy we choose to portray and continually feed into with grand misconceptions. Those enviable whirlwind adventures and a sartorial wardrobe and numbers to match; all not so effortless to simply acquire. Social media for bloggers and “influencers” is becoming less enjoyable and more stressful with each passing day. It’s those very unrealistic expectations of grandeur that most bloggers and “influencers” are held solely into account for promoting such deception. And yet the same illusions are what businesses and other users consider to be essentials and necessary of ones worth. Just last week I read an article based on one frustrated club owners opinion of “freeloading influencers”. Mainly the irritation with the inundation and cheek of those with a mere 2,000 following contacting him for collaborations. While he since backtracked on such statements, the nerve to suggest that only “influencers” with a 500,000+ following are capable of producing quality content and photography because they have the resources to do so is highly offensive. While there may be some “influencers” who are opportunists and mask under such labels to acquire “freebies”, to tarnish all bloggers, especially those with a following count under 100,000 is ludicrous. Especially considering that content creation is not born out of numbers, it is a innate process.

When it comes to social media, these days I opt to priortise Twitter over Facebook and Instagram. Aside from major security breaches and listening into private conversations, personally I’ve struggled most with Instagram’s rubbish algorithm. Not so much when it comes down to my own following, which would no doubt also be greatly effected, but for the other bloggers and brands that I follow. Major qualms being how I seldom have any posts appearing on my feed, and rather being perpetually deluged with the postings of a single sole creative. Regrettably this is not a single case, with many other bloggers sharing the same issues with this algorithm. One which developers seem overly content to continue with, in a bid to push us towards paid for space. The entire process of social media has become tiresome. That never-ending need for content casting aside all joy from creating organically. And of course engagement, not just with ones own profile but in also supporting fellow bloggers is becoming increasingly hard and exhausting to keep up with. Social media has become less about creativity and expression and now built more on strategy and wealth. Because of these recent events, such thoughts used to plague and cause much guilt and anxiety, but in light of the Lush UK social media shutdown, those feelings of personal responsibility and remorse are finally beginning to achromatize.

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