At the moment, I can often recognise a certain type of social media poster before I have even read it.
You have probably seen them too. The colours and words are different, but they have the same polished, slightly unreal look with information crammed into the graphic. You can almost hear the prompt behind them. Scroll past several in one sitting and they begin to merge into one.
AI image tools can be brilliant for exploring an idea, creating a starting point or helping a small business produce something it could not have created before. The problem comes when the prompting has not gone far enough to produce anything genuinely original. AI is only as distinctive as the thinking that goes into it.
The irony is that a tool being used to help content stand out is making many Instagram feeds feel increasingly similar. It has made me appreciate real photographs and videos more than ever.
A photo of the actual team, a Reel filmed while the work is happening or a glimpse inside a real business now feels far more distinctive than another glossy poster featuring an imaginary customer (or even a made-up logo as I’ve seen recently!). It does not have to be perfect. Often, it is the small details that make us stop because we recognise that what we are seeing is real.
Getty Images’ global Building Trust in the Age of AI report found that 98% of consumers agree authentic images and videos are pivotal in establishing trust. It also found that people feel less favourably towards brands using AI-generated visuals to depict people or products.
Get reel (or is that real)
The accounts I have chosen this month are very different in size and purpose, but they all understand the value of showing us something real.
Artifex Designs @artifex_designs
Artifex Designs has an obvious visual content advantage because the work itself is so interesting. From hand-painted photo boards and murals to immersive seasonal installations, there is always something colourful to show. But what the account does well is allow the real work to take centre stage. Photographs show the detail in the finished pieces, while video gives us a sense of their scale and takes us closer to the creative process.
They do not need to generate a fictional version of what they offer because the real thing is already far more memorable. It is also a useful reminder for makers and creative businesses that your process is content. The workbench, the painting, the installation and the finished result can all tell different parts of the same story.
Horsham Waterstones @horshamwaterstones
A bookshop account could easily become a stream of book covers and publisher graphics, but Horsham Waterstones feels like the actual shop. And as an author, this one is close to my heart. There are books (of course!), but also shelves, displays, recommendations, coffee and the friendly, slightly quirky personality you would expect from a local team of booksellers. The account gives people a flavour of visiting rather than simply showing them what is available to buy.
Books can be ordered from almost anywhere. What makes a local bookshop different is the experience, the conversations and the people who can put the right book into your hands. Real photographs and videos help Horsham Waterstones show that difference.
Springboard Project @springboardproject
Springboard provides inclusive play and SEND services for children, young people and young adults, so the heart of its work is people and participation. Its social content helps to make that work visible. They don’t rely on generic graphics to tell us that activities are taking place, the account shows genuine moments, the spaces being used and the people involved. You can see the energy and enjoyment in a way that would be almost impossible to communicate through a promotional poster alone.
For charities, this kind of visual storytelling is particularly powerful. Supporters, families and potential funders do not just want to read what an organisation does. They want to understand the difference it makes.
Christ’s Hospital School @christshospitalschool
Christ’s Hospital shows that this approach works just as well for a large organisation. The school already has a visually distinctive story, from its historic buildings and famous uniform to the marching band accompanying pupils into the Dining Hall. Its Reels take followers into school life, showing traditions, events, students and the campus rather using polished prospectus-style content.
The result feels active and current while still making the most of everything that makes the school unusual. You are not simply told that it is “a school like no other”. You can see why with just a quick scroll.
Chai Haus @chaihausuk
As one of Horsham’s newest businesses, Chai Haus is a great example of using real video to build recognition quickly. The account shows drinks being made, poured and served, alongside the team and the personality of the café itself. The movement of an iced drink being created or a member of the team having fun on camera is always more tempting than a computer-generated image of a perfect cup sitting on an imaginary counter.
People want to see what they might actually be served and get a feel for the place they are considering visiting. Chai Haus makes both look inviting.
Get a designer
None of this means businesses should stop using graphics. A well-designed poster can communicate dates, prices or important information brilliantly. My issue is not with graphics, in fact, graphic carousels can get huge reach on Instagram. It is with generic graphics that could belong to almost any business once the logo is removed.
When you need campaign artwork, branded templates or a poster for an event, consider speaking to a local graphic designer. They may not be as expensive as you assume, particularly for a one off design or a set of templates that you can reuse.
More importantly, a designer can ask questions, understand your business and create something original that reflects your personality. Good design is not simply about making something look professional. It should make it recognisably yours.
AI can still be part of that process. It can help you explore ideas, organise information or put together a creative brief. It should not automatically replace the photographer, videographer, graphic designer or the very real people and places that make your content worth seeing.
Before generating another image, look at what is already around you. Your team, your work, your products, your customers and your location are things no other business can prompt into existence. The most valuable visual content you own might already be sitting in your camera roll.
If there are any Instagram accounts you think should be added to the Sussex Scroll, DM Michelle at @byjovemedia or email michelle@byjovemedia.co.uk and you might see them featured.
About the Author
Run by Sussex-based social media strategist Michelle Betts, @byjovemedia is a must-follow for small business owners looking for expert tips without jargon. Michelle’s posts are packed with practical advice and trend insights, all delivered in her signature straight-talking style. If you’re craving clarity with social media, Michelle also offers Power Hours. These are fully bespoke, one-to-one sessions tailored entirely to you and your business with focused strategy and practical next steps.
Away from ByJove Media, Michelle writes contemporary romance fiction under the pen name Michelle Plater. Her books are available on Amazon and read by readers across the globe.
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