Recently, I’ve found myself scrolling through Instagram and stopping far less often than I used to. It’s not because there’s less content; in fact, quite the opposite. My feed is fuller than ever, packed with event posters, announcements, inspirational quotes and promotional graphics. Yet the more I scroll, the more everything seems to blend.
I follow lots of businesses from all sorts of sectors, yet there’s a multitude of similar-looking content appearing in my feed. It’s not difficult to understand why. Artificial intelligence has become part of everyday life for many businesses, and used well, it can be incredibly helpful. It can analyse data, speed up repetitive tasks and even get you past that blank page when you know you need to create something but don’t know where to start.
The AI mistrust
The challenge comes when businesses start relying on it too heavily. Don’t use it to replace the very thing that makes your business different. A 2026 consumer trust survey by Emplifi found that 31% of consumers distrust AI-generated content. That shouldn’t be a surprise, as social media has always been built around people and connections.
We follow people, organisations and businesses because we’re interested in what they do, but also because we’re interested in the people behind them. Increasingly, I’m seeing businesses create polished content that tells me very little about who they are. We’ve all seen the posters with the AI-generated images, the same tones and fonts appearing again and again. Remove the logo, and it could belong to almost anyone. The businesses that stand out are usually the ones willing to show the people behind them.
The Instagram accounts I’ve chosen this month all approach social media differently. Some are large organisations, some are small businesses and some are built entirely around a single person, but they all feel genuine.
John Lewis Horsham @johnlewishorsham
This might seem like an unexpected choice because John Lewis is one of the biggest retail brands in the country, but that’s exactly why I find the Horsham account so interesting. What works here is how local it feels. Rather than simply acting as a shop window for products, the account regularly shows you the people behind the store. Team members appear in posts, advice is shared by real people, and there is a genuine sense of community around the account.
If you’ve ever visited the store, you’ll probably recognise some of the faces from Instagram. That connection between online and offline is something many businesses strive for, and John Lewis Horsham does it really well.
Hardham Stamps @hardhamstamps
You don’t need to collect stamps to appreciate what Hardham Stamps is doing on social media (although if you are a philatelist, then I can highly recommend them!). What stands out with this account is their obvious passion for their subject. They might be sharing stamps from their stock or taking followers along to events such as the recent stamp fair in Boston, there is a genuine enthusiasm running through everything they post.
One of the easiest ways to create authentic content is to share what you’re genuinely interested in, and Hardham Stamps is a great example of that. You come away understanding not just what they sell, but why they love it.
I Am The Italian Coffee Guy @iamtheitaliancoffeeguy
For me, Massimo, the Italian Coffee Guy, might just be one of the most authentic people on Instagram. His content works because it feels exactly the same as meeting him in person. There is no obvious divide between the online version and the real-life version. The warmth, humour and personality that people talk about when they meet him come across naturally in his content. The coffee is part of the story, of course, but people don’t just follow for the coffee. They follow because they enjoy hearing from Massimo. In a crowded social media landscape, that’s a powerful thing. His audience doesn’t just follow him, they actively champion him by recommending him to others.
Horsham Matters @horshammatters
Authenticity doesn’t always come from a founder being front and centre of an account, sometimes it comes from showing the people behind the work. Horsham Matters does this brilliantly. Alongside updates about projects and initiatives, the account regularly features volunteers, staff, community partners and the people helping to make things happen behind the scenes. There are graphics where they need them, but the feed never loses sight of the humans at the heart of the organisation.
The result is an account that feels connected to the community it serves, which is exactly what social media should be helping organisations achieve.
Lesson 1
The social media lesson this month is a simple one. In a world where content is becoming quicker and easier to create, the things that make your business uniquely yours, matter more than ever. Think about your team, your expertise, your customers, your community and your story. AI can help you tell that story, but it shouldn’t be the story.
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. Check out Smoke and Mirrors and Famously Festive. She also has two new books coming soon. Watch this space as we will be interviewing Michelle about her latest writing adventures.
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