Brand identity is key when it comes to building your social presence. Your Instagram feed and all other platforms should have a recognisable theme so that followers can instantly identify your posts. An easy way to do this is through the use of colour.
Using a app called ColorKuler you can get a feel for your colour palette by simply inserting your URL into the tool. If the results don’t have synergy with your branding, then you might want to re-consider your strategy to create a more defined aesthetic.
When taking shots for social media posts, I keep my pink/grey/black colour palette in mind at all times and the results of my ColorKuler are pretty much spot on. If you take an interesting shot or ‘behind the scenes’ shot that is relevant to your brand/service but not quite on brand in terms of colour, then you can just use a filter or make it black and white as a quick fix.