if i was winning on instagram i'd be posting photos of random street color and found art like Jean Bronson Galli does well. it's nothing new under the sun. it's is the conjunction of it & is. its is the possessive form of the pronoun. it's really hard to say.
I can't stand misuse or lack of conjunctions. But these days it doesn't matter and they'll be obsolete before we know it because who needs to know the difference between "you're" and "your" when you can just text "ur" now?