Instagram is a social media platform that allows individuals, creators, and businesses to share photos, videos, and stories via mobile and web applications. It generates revenue primarily through advertising products sold to brands and marketers who target users based on interests and demographics. Instagram operates as a subsidiary of Meta Platforms, Inc. and integrates with Meta’s broader advertising and commerce ecosystem.
- Revenue
- $32.0B
- Employees
- 25,000
- Founded
- 2010
- Headquarters
- Menlo Park, United States of America
What 154 Arbolus experts think of Instagram
NPS scores are overwhelmingly high, with a predominance of 9s and 10s among both influencer and business user segments. Renewal intent is strong among high spenders and those with >1 year of usage. Most customers report deep integration into daily workflows and consistently positive qualitative feedback, highlighting reach, engagement features, and flexibility. Negative sentiment is mostly from concerns over algorithm unpredictability and ad load.Overall Customer Sentiment: Positive
Who reviewed Instagram
- C-Suite 65% (100)
- Director 18% (28)
- Manager 17% (26)
Employer names and spend open in the full report, along with the other 151 customers.
Everything 154 customers told us about Instagram.
Employer names, spend, renewal intent and every written answer behind the numbers on this page.
Sentiment
56 Net Promoter Score, from 154 scored reviews- Promoters 97
- Passives 47
- Detractors 10
Cumulative NPS by month
+0 over 6 months- May 9
- Jun 9
- Jul 9
- Aug 9
- Sep 9
- Oct 9
Net Promoter Score across 3 reviews, accumulated up to each month. Category median 56 across 3 companies.
Praised
- Enhanced Predictable Organic Reach
- Commerce and Order Tools for SMBs
- Improved Content Filtering and Privacy
- Low Cost of Entry
Criticised
- Manual Order & Spam Management
- Ad Load and Commercial Saturation
- Algorithm and Reach Unpredictability
- Reliance on Algorithm
What customers say
Renewal intent
Plan to renew 83%Plan to renew, by seniority
- 78% 37 answers
- 90% 10 answers
- 75% 4 answers
- 100% 8 answers
- 9.1/10 Average score from customers who will renew
- 7.5/10 Average score from undecided customers
- 8.3/10 Average score from customers not renewing
Top alternatives
Most weighed by Instagram customers
Report
More in Data & Analytics and Workplace & Productivity
Other companies in both categories with a customer report.
For people who use Instagram
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