Whatever you want. The nice thing about Instagram is that, other than ads, you don't tend to see anything you aren't interested in unlike Twitter and Facebook which push content you aren't interested in and rely on people you know/follow sharing other content. If you just follow people who take photos of their meals, vapid influencers and meme accounts that's all you'll get.
Personally I follow a lot of musicians/producers that I'm interested in, and often post any photos of new music I've bought from Bandcamp etc. Creates a bit of a two-way connection because I get to see what they're working on and they get to see that people are buying and enjoying their work, it's nice.