As a brand designer, I see social media as part of branding. Media content should keep up with the business's values and appear in images and texts.
I conditionally divide Instagram blogs into an expert and branded ones. Brands have the resources for invited experts so that they involve photographers, designers, videographers and copywriters.
Since an expert blog is personal, the brand visual toolkit only sometimes are suitable. An expert should make their content using a smartphone for blogging, involving specialists only for technical details, such as editing videos and preparing publications. Also, in the expert blog, the final visual is determined by the author's taste.