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There are two fundamental conditions that must be met at the same time.

Everything you do, you do for those you consider to be the target audience of your project.
If you take the views of all design outside observers, you will never hear a unanimous opinion.
Therefore: Strike a balance.

With colors, you can evoke the emotion and mood that you want. If your target audience is youth, focus on bright colors. If they are older people, give preference to pastel colors.

Develop a visual concept. Consider what information you will publish. For example, if these are products along with helpful tips, you can design templates for product posts.

Don’t forget that the human eye perceives regularity better than chaos. This allows users to see the relationship between images in the feed. Always plan your posts for the future. This will show you what your feed will look like. Planning will also save you from sudden style changes, inconsistencies, and help you publish on time. To do this, you can use smart social media marketing planning and automation platforms. They save a lot of your posting time, especially if you have multiple accounts. For example, there is Postoplan, a service for automating posting, planning and promoting publications. It allows you to schedule posts on Instagram feed and stories, work with many other social networks and messengers, and has two cool photo editors. 

Use a unified color space. The easiest way: one filter for all photos. Use layout patterns or collages if you want to stand out. If you have an online store, choose product photos for visual content. High-quality photography can perfectly showcase your products and attract attention.

Adding text to picture is a difficult choice for many people. Should I sign photos, or is it out-of-date?

Photos with text in the account are appropriate: they help the user navigate your posts and add "air" to the visual content.

When you pay attention to your profile design, don't forget what your audience wants to see. You and your designer know the product well and can “guess” what the photo is about through indirect signals. But your client will not be able to do this. Don’t forget to visually broadcast your brand, your services and products, but not the ephemeral "atmosphere."