Companies That Ditched Social Media and Thrived
When Lush Cosmetics deleted their social media accounts in 2021, they had millions of followers. When Bottega Veneta walked away from Instagram, they left behind 2.5 million people. These weren't small decisions made lightly—they were strategic pivots based on values, ROI, and a vision for more sustainable marketing.
And here's the surprising part: they're doing just fine. In many cases, they're doing better than before.
For arts organizations wondering if it's possible to build a thriving presence without social media, these case studies offer both inspiration and practical roadmaps.
Lush Cosmetics: Choosing Mental Health Over Metrics
The Decision: In November 2021, Lush exited social media entirely, citing concerns about the mental health impact on their customers. This came after Facebook whistleblower revelations confirmed what many suspected about the platforms' harmful effects.
The Strategy: Lush didn't just disappear—they redirected their energy into channels they controlled:
Email marketing became their primary communication tool
They invested heavily in their website experience and e-commerce optimization
In-store experiences and community events replaced online engagement
Educational content and blog posts built authority and connection
The Results: Three years later, Lush's Chief Digital Officer reported that "things have gotten worse" with social platforms—validating their decision. Meanwhile, the brand's anti-social media strategy hasn't harmed its growth, with Lush doubling down on company-owned digital communication channels and maintaining customer loyalty through owned channels.
They proved that values-driven marketing can work, even when it means walking away from millions of followers.
What Arts Organizations Can Learn: Your values matter more than your follower count. If social media doesn't align with your mission or serve your community well, you have permission to invest elsewhere. Email and in-person connection can be more powerful than any algorithm.
Bottega Veneta: The Power of Silence
The Decision: In January 2021, luxury fashion house Bottega Veneta deleted all social media accounts despite having 2.5+ million followers.
The Strategy: Rather than chasing constant visibility, they embraced exclusivity and mystique:
Launched "Issue," a quarterly digital magazine in April 2021
Created high-quality, exclusive content on owned platforms
Focused on direct customer relationships and VIP experiences
Positioned themselves as anti-trend in a hyper-connected world
The Philosophy: Creative Director Daniel Lee called it "the power of silence"—creating desire through absence rather than constant presence. In a world of endless content, scarcity became their strategy.
The Results: The gamble paid off spectacularly. As of Q4 2024, Bottega Veneta surged to sixth place on the Lyst Index of the world's hottest brands. The brand also achieved record-breaking revenue of €836 million in the first half of 2024. Their social media silence actually boosted brand heat and desirability.
What Arts Organizations Can Learn: You don't need to be everywhere all the time. Quality over quantity applies to your marketing channels too. A quarterly newsletter with truly valuable content can be more effective than daily social posts that disappear into the void. Create content worth waiting for.
Tesla: Word of Mouth Over Algorithms
The Approach: Tesla maintains minimal social media presence and does no traditional advertising.(And, no the irony does not escape us here: Tesla and X are owned by the same person.)
The Strategy:
Product innovation serves as the primary marketing tool
Word-of-mouth and customer advocacy drive growth
Direct communication through email and website
Community building through owner events and forums
What Arts Organizations Can Learn: Your work is your best marketing. When you create exceptional experiences—whether that's a powerful exhibition, a transformative workshop, or a memorable performance—people talk about it. Invest in making your programs remarkable, then give your community easy ways to share their experiences directly.
Wetherspoons: Traditional Channels Still Work
The Approach: This UK pub chain completely abandoned social media.
The Strategy:
Traditional print marketing, including magazines distributed in their pubs
Direct mail to customers
Website as the central information hub
In-person community building
What Arts Organizations Can Learn: Don't dismiss "old school" marketing. Print programs, postcards, posters, and in-person conversations still work—especially for local arts organizations with geographically concentrated audiences. Sometimes the most effective marketing happens face-to-face.
Common Threads: What These Success Stories Share
Despite their different industries and approaches, these companies share key strategies:
1. They Own Their Channels
Email lists, websites, and in-person experiences can't be taken away by algorithm changes or platform instability.
2. They Prioritize Quality Over Quantity
Instead of feeding the content machine, they create fewer, better pieces that genuinely serve their audience.
3. They Build Real Relationships
Direct communication and community experiences replace the illusion of connection that social media provides.
4. They Align Marketing With Values
Their marketing strategies reflect what they actually believe, not what the platforms demand.
5. They Play the Long Game
They're building sustainable marketing systems, not chasing viral moments.
What This Means for Arts Organizations
You don't need to be a luxury brand or a billion-dollar company to apply these lessons. In fact, arts organizations might be better positioned than anyone to make this shift.
You already understand the value of genuine community connection. You already create experiences that can't be replicated online. You already have stories worth telling and work worth sharing.
What if you redirected the hours you spend on social media into:
Building a robust email list and sending valuable newsletters?
Creating in-person events that bring your community together?
Developing a blog that showcases your artists and educates your audience?
Optimizing your website so people can easily find and support your work?
The organizations leaving social media aren't giving up on marketing. They're choosing to invest in marketing that actually works—and that aligns with their values.
In our final post in this series, we'll share practical strategies for arts organizations ready to make this transition, including how to start building your owned channels and what to do with your existing social media presence.
Want help developing a marketing strategy that prioritizes owned channels and genuine community connection? Font Squared specializes in helping arts organizations build sustainable digital marketing. Reach out at team@fontsquared.com.
