
Instagram is a free photo sharing application that enables its users to take photos, apply filters, and share them on social networks. Instagram’s brand is ranked #23 in the list of Global Top 100 Brands, a carefully curated list of recognized brands as rated by customers of Instagram. When compared to other organizations within the Media and Entertainment industry, Instagram is ranked #7. Among its major competitors, Instagram is ranked in 3rd place for NPS while Pinterest is 1st, and LinkedIn is 2nd. Overall, Instagram has a neutral social sentiment, when analyzing social media channels and online mentions.Their current market cap is $852.49B
Instagram's Net Promoter Score (NPS) is a 21 with 52% Promoters, 17% Passives, and 31% Detractors. Net Promoter Score tracks whether Instagram's customers would recommend using the product based on a scale of -100 to 100.
| 52% | Promoters |
|---|---|
| 17% | Passives |
| 31% | Detractors |
| Summary | Date | Score |
|---|---|---|
Jan 2025 22 | Jan 2025 | 22 |
Feb 2025 22 | Feb 2025 | 22 |
Mar 2025 22 | Mar 2025 | 22 |
Apr 2025 22 | Apr 2025 | 22 |
May 2025 22 | May 2025 | 22 |
Jul 2025 22 | Jul 2025 | 22 |
Aug 2025 22 | Aug 2025 | 22 |
Sep 2025 22 | Sep 2025 | 22 |
Oct 2025 22 | Oct 2025 | 22 |
Nov 2025 22 | Nov 2025 | 22 |
Dec 2025 20 | Dec 2025 | 20 |
Jan 2026 20 | Jan 2026 | 20 |
Instagram is ranked third for NPS among its competitors. Pinterest and LinkedIn come in first and second, with Twitter coming in at #4. Among those competitors, it is the third most valued company.
Net Promoter Score (NPS) is a management tool that can be used to gauge the satisfaction of a firm's customer relationships. NPS has been widely adopted as a key metric often linked to the revenue potential of a company’s product or service. The metric is based on customer responses to the question: "On a scale of 0 to 10, how likely are you to recommend the product to a friend?"
Those who respond with a score of 9 to 10 are known as Promoters, and are widely associated with behaviors that create value, including actively encouraging others to use the product or service. Those who respond with a score of 7 or 8 are categorized as Passives, and they are believed to be less likely to exhibit the value-creation traits of Promoters having a largely neutral effect on other consumers. Detractors are those who fall in the score range of 0 to 6 and represent dissatisfied customers of the product sometimes actively recommending against using the product.
Female customers rated Instagram's NPS 10 points higher than Male customers.
Instagram's NPS was rated -10 by Male customers on Comparably.
Instagram's NPS was rated by Female customers on Comparably.
Instagram's NPS was rated the highest by Asian or Pacific Islander customers, and the lowest by Caucasian customers.
| Summary | Ethnicity | Score |
|---|---|---|
Caucasian -47 | Caucasian | -47 |
Hispanic or Latino 13 | Hispanic or Latino | 13 |
African American/Black 4 | African American/Black | 4 |
Asian or Pacific Islander 26 | Asian or Pacific Islander | 26 |
Other -1 | Other | -1 |
Instagram's NPS was rated the highest by customers ages 18-25, and the lowest by customers ages 61-65.
Instagram's NPS was rated the highest by customers who have used Instagram's products/services for 1 to 2 Years, and the lowest by customers with Over 10 Years of usage.
| Summary | Usage | Score |
|---|---|---|
Less than 1 Year 15 | Less than 1 Year | 15 |
1 to 2 Years 24 | 1 to 2 Years | 24 |
2 to 5 Years 17 | 2 to 5 Years | 17 |
5 to 10 Years 19 | 5 to 10 Years | 19 |
Over 10 Years -43 | Over 10 Years | -43 |
In the Media and Entertainment industry, Instagram's NPS is rated right below Rockstar Games.
| COMPANY | NPS Score | |
|---|---|---|
![]() | Nintendo | 55 |
![]() | Spotify | 49 |
![]() | Apple | 48 |
![]() | Netflix | 43 |
![]() | The Walt Disney Company | 38 |
![]() | ROBLOX | 38 |
![]() | Rockstar Games | 38 |
![]() | 21 | |
Out of the 23 Instagram customer reviews 12 were positive and 11 were constructive. Instagram customer reviews reflect that more than half of the customers have a favorable experience using the products/services of the company.
Customer Loyalty is a strong indicator of whether or not a customer will choose a brand repeatedly over a competitor that offers similar products/services.
84% of Instagram users/customers answered "Yes" when asked: "Would you consider yourself a loyal user/customer?"
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Male customers rated Instagram's Customer Loyalty score 10% higher than Female customers.
Instagram's Customer Loyalty score was rated the highest by African American/Black customers, and the lowest by Caucasian customers.
% who answered "Yes"
Instagram's Customer Loyalty score was rated the highest by customers ages 46-50, and the lowest by customers ages 61-65.
| Summary | Age | Score |
|---|---|---|
18-25 83% | 18-25 | 83% |
26-30 89% | 26-30 | 89% |
31-35 84% | 31-35 | 84% |
36-40 82% | 36-40 | 82% |
41-45 74% | 41-45 | 74% |
46-50 100% | 46-50 | 100% |
51-55 100% | 51-55 | 100% |
56-60 100% | 56-60 | 100% |
61-65 33% | 61-65 | 33% |
66+ 70% | 66+ | 70% |
Instagram's Customer Loyalty score was rated the highest by customers who have used Instagram's products/services for 5 to 10 Years, and the lowest by customers with Less than 1 Year of usage.
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Instagram's Customer Loyalty score was rated the highest by Aerospace and Aviation industry customers, and the lowest by Public Relations and Communications industry customers.
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Compared to its competitors, Instagram's Customer Loyalty score is rated right above Snap Inc., and is preceded by LinkedIn.
In the Media and Entertainment industry, Instagram's Customer Loyalty score is rated right above Rockstar Games, and is preceded by Apple.
| COMPANY | Customer Loyalty Score | |
|---|---|---|
![]() | ROBLOX | 89% |
![]() | Nintendo | 89% |
![]() | Netflix | 87% |
![]() | Spotify | 87% |
![]() | Apple | 86% |
![]() | 84% | |
![]() | Rockstar Games | 84% |
![]() | The Walt Disney Company | 83% |
Instagram has an overall Product Quality score of 3.7 out of 5 stars rated by its users and customers.
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Instagram serves markets in the United States, Asia, China, Europe, Japan, Middle-East and Africa, Australia, Canada, India, United Kingdom, Latin America, Germany, Brazil, and Mexico. Instagram supports iOS, Web, and Android devices and offers products for small, medium, and large sized businesses.
Instagram’s product quality score is a 3.7 out of 5 as rated by its users and customers. Reviewers from the Public Relations and Communications industry rated Instagram's product the highest. Reviewers from the Fashion and Beauty industry rated Instagram the lowest at 4.1.
Instagram's Product Quality score was rated highest by customers from the Public Relations and Communications industry, and rated lowest by customers ages 61-65.
Instagram's Product Quality score was rated 3.2 by both Female and Male customers on Comparably.
Instagram's Product Quality score was rated the highest by Asian or Pacific Islander customers, and the lowest by Caucasian customers.
| Summary | Ethnicity | Score |
|---|---|---|
Caucasian 2.5 | Caucasian | 2.5 |
Hispanic or Latino 3.3 | Hispanic or Latino | 3.3 |
African American/Black 3.2 | African American/Black | 3.2 |
Asian or Pacific Islander 3.6 | Asian or Pacific Islander | 3.6 |
Other 3.1 | Other | 3.1 |
Instagram's Product Quality score was rated the highest by customers ages 18-25, and the lowest by customers ages 61-65.
| Summary | Age | Score |
|---|---|---|
18-25 3.6 | 18-25 | 3.6 |
26-30 3.6 | 26-30 | 3.6 |
31-35 3 | 31-35 | 3 |
36-40 3 | 36-40 | 3 |
41-45 2.8 | 41-45 | 2.8 |
46-50 1.9 | 46-50 | 1.9 |
51-55 2.6 | 51-55 | 2.6 |
56-60 2.5 | 56-60 | 2.5 |
61-65 1.5 | 61-65 | 1.5 |
66+ 2.7 | 66+ | 2.7 |
Instagram's Product Quality score was rated the highest by customers who have used Instagram's products/services for 1 to 2 Years, and the lowest by customers with Over 10 Years of usage.
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Instagram's Product Quality score was rated the highest by Public Relations and Communications industry customers, and the lowest by Media and Entertainment industry customers.
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Compared to its competitors, Instagram's Product Quality score is rated right above TikTok, and is preceded by LinkedIn.
In the Media and Entertainment industry, Instagram's Product Quality score is rated right below ROBLOX.
| COMPANY | Product Quality Score | |
|---|---|---|
![]() | Nintendo | 4.4/5 |
![]() | Apple | 4.3/5 |
![]() | Netflix | 4.2/5 |
![]() | Spotify | 4.2/5 |
![]() | The Walt Disney Company | 4.1/5 |
![]() | Rockstar Games | 4.1/5 |
![]() | ROBLOX | 4/5 |
![]() | 3.7/5 |
Instagram has a value for money and ROI score of 3.5 out of 5 stars rated by its users and customers.
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Instagram has a pricing structure that accommodates small, medium, and large businesses.
Not every product or service fits the needs of a certain user or industry. The users that rank the value for money and ROI highest are mainly from Telecommunications industry. The users from the Media and Entertainment industry think that they had the lowest ROI from Instagram.
Instagram's ROI score was rated highest by customers from the Telecommunications industry, and rated lowest by customers ages 61-65.
Female customers rated Instagram's ROI score 0.1 stars higher than Male customers.
Instagram's ROI score was rated the highest by Asian or Pacific Islander customers, and the lowest by Caucasian customers.
| Summary | Ethnicity | Score |
|---|---|---|
Caucasian 2.1 | Caucasian | 2.1 |
Hispanic or Latino 3.2 | Hispanic or Latino | 3.2 |
African American/Black 3.2 | African American/Black | 3.2 |
Asian or Pacific Islander 3.6 | Asian or Pacific Islander | 3.6 |
Other 2.9 | Other | 2.9 |
Instagram's ROI score was rated the highest by customers ages 18-25, and the lowest by customers ages 61-65.
| Summary | Age | Score |
|---|---|---|
18-25 3.2 | 18-25 | 3.2 |
26-30 3.2 | 26-30 | 3.2 |
31-35 3 | 31-35 | 3 |
36-40 3 | 36-40 | 3 |
41-45 2.5 | 41-45 | 2.5 |
46-50 1.5 | 46-50 | 1.5 |
51-55 2.3 | 51-55 | 2.3 |
56-60 2 | 56-60 | 2 |
61-65 1.5 | 61-65 | 1.5 |
66+ 3.1 | 66+ | 3.1 |
Instagram's ROI score was rated the highest by customers who have used Instagram's products/services for 1 to 2 Years, and the lowest by customers with Over 10 Years of usage.
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Instagram's ROI score was rated the highest by Telecommunications industry customers, and the lowest by Media and Entertainment industry customers.
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Compared to its competitors, Instagram's ROI score is rated right below TikTok.
In the Media and Entertainment industry, Instagram's ROI score is rated right below The Walt Disney Company.
| COMPANY | Pricing Score | |
|---|---|---|
![]() | Spotify | 4/5 |
![]() | Nintendo | 4/5 |
![]() | Netflix | 4/5 |
![]() | Apple | 4/5 |
![]() | Rockstar Games | 3.8/5 |
![]() | ROBLOX | 3.8/5 |
![]() | The Walt Disney Company | 3.7/5 |
![]() | 3.5/5 |
Instagram has an overall Customer Satisfaction score of 61 rated by its users and customers.
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Customer Satisfaction Score (also known as CSAT), is a metric used to quantify how satisfied customers are with a company or brand’s products and services. The Customer Satisfaction Score is based on customers response to the question: “How would you rate your overall satisfaction with the service you received?” The score is calculated using the formula: (The total number answer of “Very Satisfied” and “Satisfied”) ÷ (The total response) x100, and it is generally displayed in percentages. Some of the main benefits of the CSAT for businesses are tracking retention, identifying happy customers and growing relationships, and gaining repeat business to build a sustainable brand.
Instagram's Customer Satisfaction score was rated highest by customers from the Banking and Financial Services industry, and rated lowest by customers ages 61-65.
Female customers rated Instagram's Customer Satisfaction score 1 points higher than Male customers.
Very Satisfied | 25% | |
|---|---|---|
Satisfied | 25% | |
Neither Satisfied nor Dissatisfied | 13% | |
Dissatisfied | 10% | |
Very Dissatisfied | 27% |
Very Satisfied | 32% | |
|---|---|---|
Satisfied | 19% | |
Neither Satisfied nor Dissatisfied | 11% | |
Dissatisfied | 6% | |
Very Dissatisfied | 32% |
Instagram's Customer Satisfaction (CSAT) score was rated 32% according to Caucasian users and customers.
Instagram's Customer Satisfaction (CSAT) score was rated 65% according to Hispanic or Latino users and customers.
Instagram's Customer Satisfaction (CSAT) score was rated 60% according to African American/Black users and customers.
Instagram's Customer Satisfaction (CSAT) score was rated 60% according to Asian or Pacific Islander users and customers.
Instagram's Customer Satisfaction (CSAT) score was rated 57% according to Other users and customers.
Instagram's Customer Satisfaction score was rated the highest by customers ages 66+, and the lowest by customers ages 61-65.
| Breakdown | Age | Score | |||||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| 18-25 | 56% | |||||||||||||||
| 26-30 | 50% | |||||||||||||||
| 31-35 | 55% | |||||||||||||||
| 36-40 | 45% | |||||||||||||||
| 41-45 | 51% | |||||||||||||||
| 46-50 | 25% | |||||||||||||||
| 56-60 | 20% | |||||||||||||||
| 61-65 | 0% | |||||||||||||||
| 66+ | 60% |
Instagram's Customer Satisfaction score was rated the highest by customers who have used Instagram's products/services for 1 to 2 Years, and the lowest by customers with Less than 1 Year of usage.
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Instagram's Customer Satisfaction score was rated the highest by Banking and Financial Services industry customers, and the lowest by Media and Entertainment industry customers.
Sign Up for Brand Profile PRO to get the full Customer Satisfaction by Industry data.
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}Compared to its competitors, Instagram's Customer Satisfaction score is rated right below Twitter.
In the Media and Entertainment industry, Instagram's Customer Satisfaction score is rated right below ROBLOX.
| COMPANY | Customer Satisfaction (CSAT) Score | |
|---|---|---|
![]() | Nintendo | 88% |
![]() | Netflix | 85% |
![]() | Apple | 85% |
![]() | Spotify | 85% |
![]() | The Walt Disney Company | 77% |
![]() | Rockstar Games | 76% |
![]() | ROBLOX | 73% |
![]() | 61% |
Instagram has an overall Customer Service score of 3.3 out of 5 stars rated by its users and customers.
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Menlo Park, CA
http://instagram.com
Instagram's Customer Service score was rated highest by customers from the Public Relations and Communications industry, and rated lowest by customers ages 61-65.
Male customers rated Instagram's Customer Service score 0.2 stars higher than Female customers.
Instagram's Customer Service score was rated the highest by Asian or Pacific Islander customers, and the lowest by Caucasian customers.
| Summary | Ethnicity | Customer Service Score |
|---|---|---|
Caucasian 1.9 | Caucasian | 1.9 |
Hispanic or Latino 3 | Hispanic or Latino | 3 |
African American/Black 3 | African American/Black | 3 |
Asian or Pacific Islander 3.4 | Asian or Pacific Islander | 3.4 |
Other 2.9 | Other | 2.9 |
Instagram's Customer Service score was rated the highest by customers ages 18-25, and the lowest by customers ages 61-65.
| Summary | Age | Customer Service Score |
|---|---|---|
18-25 3.2 | 18-25 | 3.2 |
26-30 2.9 | 26-30 | 2.9 |
31-35 2.7 | 31-35 | 2.7 |
36-40 3 | 36-40 | 3 |
41-45 2.1 | 41-45 | 2.1 |
46-50 1.5 | 46-50 | 1.5 |
51-55 2 | 51-55 | 2 |
56-60 1.5 | 56-60 | 1.5 |
61-65 1.5 | 61-65 | 1.5 |
66+ 2.8 | 66+ | 2.8 |
Instagram's Customer Service score was rated the highest by customers who have used Instagram's products/services for Less than 1 Year, and the lowest by customers with Over 10 Years of usage.
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Instagram's Customer Service score was rated the highest by Public Relations and Communications industry customers, and the lowest by Media and Entertainment industry customers.
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Compared to its competitors, Instagram's Customer Service score is rated right below Twitter.
In the Media and Entertainment industry, Instagram's Customer Service score is rated right below ROBLOX.
| COMPANY | Customer Service Score | |
|---|---|---|
![]() | Apple | 4.2/5 |
![]() | The Walt Disney Company | 4.1/5 |
![]() | Nintendo | 4/5 |
![]() | Netflix | 4/5 |
![]() | Spotify | 4/5 |
![]() | Rockstar Games | 3.7/5 |
![]() | ROBLOX | 3.6/5 |
![]() | 3.3/5 |
Instagram has a 4.3/5 stars for its overall company culture rated by their employees

Instagram scored a 21 for Net Promoter Score and a -6 for Employee Net Promoter Score. NPS gauges how likely a customer of Instagram would recommend the brand to a friend. ENPS measures how likely Instagram employees would recommend working at Instagram to a friend.
| 52% | Promoters |
|---|---|
| 17% | Passive |
| 31% | Detractors |
| 41% | Promoters |
|---|---|
| 12% | Passive |
| 47% | Detractors |
Instagram is ranked #23 in the Global Top 100 Brands. It ranks just behind Microsoft and just ahead of Southwest Airlines.
| RANK | COMPANY | CEO | INDUSTRY | ||
|---|---|---|---|---|---|
21 | ![]() | Delta Air Lines | ![]() | Ed Bastian | Travel and Hospitality |
22 | ![]() | Microsoft | ![]() | Satya Nadella | Tech |
23 | ![]() | ![]() | Adam Mosseri | Media and Entertainment | |
24 | ![]() | Southwest Airlines | ![]() | Robert E. Jordan | Travel and Hospitality |
25 | ![]() | American Eagle Outfitters | ![]() | Jay Schottenstein | Retail |
26 | ![]() | Glossier | ![]() | Emily Weiss | Fashion and Beauty |
27 | ![]() | Rockstar Games | ![]() | Strauss Zelnick | Media and Entertainment |
Instagram is ranked #7 in the Media and Entertainment Industry. It ranks just behind Nintendo and just ahead of Rockstar Games.
| RANK | COMPANY | Location | |
|---|---|---|---|
5 | ![]() | ROBLOX | San Mateo, CA |
6 | ![]() | Nintendo | Redmond, WA |
7 | ![]() | Menlo Park, CA | |
8 | ![]() | Rockstar Games | New York City, NY |
9 | ![]() | PlayStation | San Mateo, CA |
10 | ![]() | Rooster Teeth | Austin, TX |
11 | ![]() | National Geographic | Washington, DC |