Just saw an interesting post from a major cosmetics manufacturer:

"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. "

...they have millions of followers on Facebook etc, but almost no one sees their posts.

Their response is to try promoting their own websites instead of ad-based third parties'.

(Article name is a coincidence!)

@switchingsocial Very interesting. I have a positive impression of Lush (which I don't have of many companies). They really should join the fediverse, maybe by implementing ActivityPub in Lush Player or something. Maybe you could contact them about this? :)


Yeah, Lush is better than most companies. They're what Body Shop used to be like many many years ago.

One of Lush's founders shared this article on Twitter, I replied with some links to Mastodon (as it's the most polished, widest-reaching bit of the Fediverse) suggesting they could "roll their own" social media too.


Wait, you mean not having a gatekeeper works better than paying to get views?


@switchingsocial The Oatmeal has made a similar point, and this is one of the reasons I rely on RSS instead of social media.

@switchingsocial Although they may not publically state it, Lush is well known for its progressive stance on ethical issues, and the ethics of the social media companies stand in stark contrast to their own.

@switchingsocial Promoting instead of... promoting? I get and support the timeline algorithm and no engagement rant, but if they're willing to pay for promotion, why aren't they willing to "pay to play" on Facebook? I mean, it's the same strategy. Or is there another reason (going viral)? Sorry I can't read the article, it's behind a Google ReCaptcha wall...

Anyway, any step away from GAFAM/centralization is a good step.


I should have made clearer in my original post, they're NOT willing to pay for promotion, they do not buy ads anywhere.

The promotion they mean is in-store etc.

That's why they won't "pay to play" on social media, beause that would be advertising too.

(By the way, I don't see any Captcha on that link, I have google blocked. I'm not sure why they would show captcha to you, maybe a geographical thing?)

@switchingsocial Ah, fine then, now I get it.

The reCaptchas I get are almost always triggered because I use Tor. I guess this is the case. On top of that, I recently started blocking Google too, so I can't solve any more reCaptchas.

@switchingsocial Hah! No such thing as coincidence here. They were asking you to toot 🤣

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