A year ago, global beauty brand Lush walked away from Instagram, Facebook, TikTok and Snapchat, stating that they were “becoming exasperated at the business practice behind these platforms.” In particular, they felt social media platforms were basically the antithesis of everything Lush stands for: wellbeing, self-care, kindness and being good to yourself and others. In all 48 markets where Lush operates, customers were encouraged to ‘Be Somewhere Else’.

“Measurement will be high on the priority list for 2023 as brands need to justify every dollar invested,” says Adam Krass, UM Australia’s chief digital, data and technology officer. “There is a shift towards micro-influencers as cost efficient rates and high engagement means stronger ROI. We see an opportunity to drive performance scale and reach.”

Read more in Campaign Asia.