This month, the Sussex Scroll looks at Sussex accounts that keep you connected and explains why this matters.
There’s a certain comfort in knowing where to look when you want to feel connected to what’s happening around you. It’s not all about the big headline events, but the smaller moments too. The pop-up announcement you might otherwise miss, the local producer launching something new and exciting, the festival programme you didn’t realise had already gone live.
Social media does this brilliantly when it’s done well. It keeps us in the loop without feeling overwhelmed. It helps us move from scrolling to showing up in real life. And for local organisations especially, it becomes less about promotion and more about presence. So this month’s Sussex Scroll is all about accounts that do exactly that. The businesses and organisations you follow because they’re genuinely useful. These are accounts that tell you what’s happening, when it’s happening, and why you might want to be part of it.
Here are three Sussex accounts that are doing a particularly good job of keeping their audiences informed, engaged and curious.
The Capitol Horsham @thecapitolhorsham
There’s something quite special about watching a well-loved local venue evolve in real time, and that’s exactly what The Capitol in Horsham is allowing people to do. With the refurbishment underway this year, their content has naturally shifted. It’s less “what’s on this week” and more behind-the-scenes glimpses, updates, and reminders that while the building might be changing, the community around it remains very much alive.
What stands out is how they’ve used social media to bridge the gap between temporary disruption and ongoing connection. The pop-up box office in Swan Walk is a great example. It’s practical information, yes, but it’s also an invitation. A reason to visit, ask questions, enter competitions and pick up a bit of merch along the way. It takes people from online awareness into real-world interaction.
It’s a subtle but important pivot, and a good reminder that content doesn’t always have to sell something. Sometimes it just needs to reassure people that you’re still here, still evolving, and still worth showing up for.
Sussex Food And Drink @sussexfoodanddrink
If you like to eat locally, shop locally, or discover what Sussex producers are creating behind the scenes, this account is an easy follow. Sussex Food and Drink has built a space championing the breadth of the county’s food scene, from farm shops and vineyards to cafés, caterers and restaurants.
What works here is the sense of advocacy. The content doesn’t feel transactional; it feels celebratory. Their overall feed has become a guidebook of sorts for anyone wanting to explore what Sussex has to offer their plate.
It’s also a great example of audience understanding. Their followers are curious, food-loving, and often looking for somewhere new to try. The content reflects that perfectly. It doesn’t try to be everything to everyone, it leans into what the audience already cares about and gives them more of it. If you’ve ever found yourself wondering where to take visiting friends, what local bottle to pick up, or which farm shop is worth a detour, this account answers those questions wonderfully.
Festival Of Chichester @festofchi
Festival season has a way of creeping up on us. One minute it feels months away, the next you realise the programme is live, and half the events are already selling out. That’s where an account like Festival of Chichester becomes genuinely useful.
Running across June and July each year, the festival brings together a wide mix of independently organised events, from concerts and theatre to talks, poetry and guided walks. It acts as an umbrella for creative activity across the city, so there’s always something to discover.
Their Instagram presence does exactly what it should. It informs, reminds, and gives enough detail to spark interest while pointing you towards the full programme when you’re ready to explore further. The steady build-up towards the 2026 festival, running from 13 June to 19 July, feels purposeful rather than overwhelming.
What does your audience want or need?
From a social media perspective, all three accounts highlight that the algorithm isn’t trying to hide your content. It’s trying to show people what they care about to keep them on the platform for longer, as that’s how it earns its money. When content reflects what your audience needs to know, engagement becomes a by-product rather than the goal.
The Capitol’s refurbishment content reassures and invites. Sussex Food and Drink’s posts help people discover. Festival of Chichester’s updates keep audiences informed and ready to participate. Different sectors, different tones, but the same underlying principle. Audience-first content always feels more natural, more engaging, and ultimately more useful.
So if you run a business or organisation locally, this is your gentle nudge to step back and ask a simple question. What does my audience need from me right now? Not what do I want to say, but what would help them feel informed, excited, or connected?
Staying relevant isn’t about posting more. It’s about consistent, purposeful posting.
And as always, if you’ve got a Sussex account you rely on to keep you in the loop, I’d love to hear about it. Please email michelle@byjovemedia.co.uk.
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, trend insights, and examples of local businesses doing social brilliantly, 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 available on Amazon and read by readers across the globe.
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