Digiday has a short but insightful piece on photo guidelines for platforms like Instagram or Pinterest:
The argument for grainy photos over glossy on Instagram follows the adage that social media ads should feel “native” to their respective platforms. If brands are supposed to be witty and timely on Twitter and inspiring on Pinterest, then their Instagram snaps should be more amateurish than professional, the thinking goes.
It might seem odd to suggest that amateurish content beats professional one. But in fact, this reflects an old adage: in Rome, be Roman. This doesn't mean just copy everyone else. It means know where you are before you can make your mark.
This also relates to the Japanese concept of Wabi-sabi, according to which transience and imperfection are aesthetic traits of existence. Social platforms evolve quickly and attention spans are increasingly shorter. Permanence fails when facing the infinite scroll of a mobile device. So we adapt to our surroundings, in order to master them.
Great content is Wabi-sabi. Transient like a fleeting chameleon, imperfect like a human.