In other words, the content and probably

Nothing that can’t be fixed. I continued, digging a little deeper into the audience and then the content, to see if I could spot anything obviously amiss. In terms of demographics, 77% are women , 23% are men, but what is a little surprising is that only 33% are from the UK . This may seem strange given that it is the UK account, but it is fair to say that Lush is an international brand and it is easy to assume that the UK Instagram, being the most popular, is automatically followed and recognised by more people. English is the primary language for 80% of followers , the largest age group is 18-24.







Is this data reflective of the whatsapp marketing service characteristics of their regular customers? I'm not too sure, I would bet on a slightly higher average age. The account has a good reach, good authenticity of comments and a good ratio between likes and comments on posts. All signs that seem to prove a fairly good state of health. So where's the real problem? I found no suspicious activity and the only obvious flaw is related to engagement rates.  also the target audience. Basically Lush is losing – or we could say not exploiting – the social media card, at least on Instagram, probably due to a weak content strategy.









But is it really like that? Facebook I continued my research on Facebook, analyzing the account to get to the root of the matter even further. Their Facebook account is similar in terms of engagement values ​​and number of followers. Over 400,000 followers, an engagement rate that could be improved but is not to be thrown away, no active direct advertising campaigns (unlike Instagram, Facebook gives you the ability to see what – and if they are active – a company's ads). What caught my attention at this point is the number of negative reviews and the overall average is 2.5 out of 5 , based on the opinions of almost 35,000 people.