Search and Discover: Why what’s in a name really matters on Instagram
Welcome to the second edition of The Sussex Scroll, your guide to scroll-worthy content, standout social media, and the independent accounts making waves across the county.
Last time, we explored how the map tool on Instagram helps you find things geographically, from sea-view brunch spots to pop-up galleries hidden down a lane. But this month, I’m focusing on something just as powerful, and arguably more overlooked: the humble search bar.
Tucked under the magnifying glass icon, Instagram’s search function holds real discovery power, if you know how to use it. In particular, searching by place name can uncover a treasure trove of local accounts that aren’t yet on your radar.
Here’s the trick: when you search for something like Worthing, Steyning, or Sussex, head to the ‘Accounts’ tab. You’ll then see profiles that include your chosen word in either the @handle or name field. This isn’t just helpful for finding new cafés or events, it’s a great way to build your own local network, support independent businesses, and deepen your connection to the creative energy of the area.
So what kind of gems can you find this way? Here are five brilliant Sussex accounts to discover using nothing more than the search bar, each one rooted in a place, each one doing something excellent online and offline.
Sussex Shop Small @sussexshopsmall
This is a proper treasure trove. Run by someone who clearly champions independents with heart, @sussexshopsmall curates and shares brilliant local makers, shops and creative businesses across the county. There are pop-ups, seasonal favourites, and gift ideas. The account brings a real feel-good vibe to your feed; it’s a great place to start if you’re looking to shop more locally or discover businesses you’d never have found otherwise. This one’s perfect for a weekend scroll and some fresh inspiration. I wouldn’t have found them without “Sussex” in the name, and now I love seeing their posts pop up.
The Horsham Cellar @thehorshamcellar
A firm favourite in the heart of Horsham, this wine shop has a fantastic local following, and it’s easy to see why. The team behind The Horsham Cellar really know their stuff, but more importantly, they make it accessible. Their feed is informative without being stuffy, and their in-person recommendations are even better. If you’re after a Sussex vineyard bottle or something unusual for a dinner party, they’ll help you find it. Their Instagram is full of recommendations, new arrivals and local favourites, and it’s well worth popping in if you’re in the area. (Hint: the Sussex sparkling selection is top-notch.)
Creative Crawley @creativecrawley
Crawley might not always be the first place that springs to mind when you think “art scene,” but this account will make you think again. Creative Crawley supports artists, ideas and events in the town and surrounding areas. They showcase creative installations in shopping centres, writing festivals, and creative meet-ups; plus, their Spring 2026 programme is packed with free and low-cost ways to experience something new. They also share space opportunities for local creatives, which makes this account a practical resource as well as an inspiring one. It’s a must-follow if you want to know what’s happening creatively in the area.
Finch Worthing @finchworthing
If you like your breakfast to be Instagrammable, Finch is the place. Everyone will want to know where you took that photo that’s on your grid. Tucked in Worthing and known for their brunch menu (the pancakes are chef’s kiss), their account gives a real sense of vibe, flavour and welcome. Not only do they feature their food, but they also feature their team, a must-do for any business. I wouldn’t have found them without Worthing in their name, and now they’re firmly on my must-visit list.
Steyning Bookshop @steyning_bookshop
A picture-perfect bookshop in the heart of charming Steyning, this family-run gem is exactly what you hope for from a local independent bookshop (and as an author, I should know!). Cosy corners, beautiful displays, and regular author events make their feed a joy to scroll through. Plus, Steyning itself is full of other lovely businesses, so they’re a great anchor point if you’re planning a day out and a browse of their beautiful shelves.
If you’re a business or creative reading this, here’s a quick takeaway: check how your name appears in search. Search for your business using your town or area name. If you can’t find yourself easily, update your profile name field to include your town or county (for example, “ByJove Books Horsham”). This simple step helps more people find your account when they search for your area. Being discoverable this way can lead to new connections, customers, and collaborations.
And if you’re a curious scroller, next time you’re looking for somewhere new, skip Google and try Instagram search. Type in your favourite town, click ‘Accounts’, and see what turns up. You might just discover your next favourite follow.
If there are any Instagram accounts you think we should be adding to our Favourites list, DM Michelle at @byjovemedia or email michelle@byjovemedia.co.uk, and you might see them in a future Sussex Scroll.
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.
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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