In social media, aesthetics refers to your account’s and content’s look and feel. It’s an essential part of your visual branding. Though some prefer their accounts to look a certain way, it shouldn’t be an artistic choice.
The aesthetic should visually communicate what you do and be consistent with your brand identity. You should use the same colors, fonts, picture style, etc.
While a clean and minimalistic aesthetic fits some brands, it might not serve others. So choose the aesthetic that fits your business.