Editorial | The Long-Term Risks of Wiping a Brand's Instagram

TL;DR

Featured in Cosmetics Business, our Senior Account Manager, shares her insights on the growing trend of brands wiping their feeds to spark buzz, and what to consider before hitting delete.

It takes a particular type of confidence for any business to hit the reset button, but the beauty industry has been putting all of its chips on the table in 2025 with its latest marketing tactic – social media sweeps. Beauty brands have been increasingly clearing their long-established Instagram grids in a bid to generate buzz, promote a new campaign or direct attention to a revamped product line.

The Inkey List and Amika are among the beauty brands that have wiped their Instagram feeds recently to make a buzz. But do the risks of the marketing method outweigh the positives?

A key factor is cadence, said Liv, explaining: “Social media is a virtual storefront, and you do not want to leave your windows empty for long. The strategy behind posting is just as important as the content itself. If you wipe your platform only to return with the same content. you are wasting your time. Finding the right rhythm means posting enough to engage new followers without overwhelming your existing community - balance turns this approach into a long-term win."

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"If you wipe your platform only to return with the same content, you are wasting your time. Your content has to return with impact: think of a new talent partnership, an IRL activation or messaging that stops the scroll.”

Liv Kerr, Senior Account Manager