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Instagram's mission is to bring people closer to the people and things they love by enabling them to express themselves creatively and authentically. The platform's vision is to inspire creativity and connection through visual storytelling. At the core of Instagram are values of authenticity, inclusivity, and empowerment, driving the creation of a space where individuals can express themselves freely and connect with others in meaningful ways. Instagram is committed to fostering a community that is inclusive, diverse, and supportive, aiming to empower users to express themselves authentically while promoting kindness, respect, and positivity in all interactions. The company believes in the power of creativity and self-expression, and strives to provide a platform where individuals can connect, inspire, and engage with one another through the art of photography and video.

Instagram's culture is built on innovation, collaboration, and diversity. These values help attract and retain talented employees, partners, and influencers who share its vision and passion. The company places great value on caring for the people who work at Instagram. Employees at Instagram report being pleased with their compensation, which includes a combination of pay, stock, and equity, as well as benefits. The work environment is generally considered positive, with a fast pace of work. Instagram aims to empower people to express themselves and discover more about their interests, passions, and aspirations. To achieve this, Instagram constantly innovates and evolves its features, products, and services to meet the expectations and demands of its users. The platform encourages capturing and sharing the world's moments, empowering people to create, inspire, and learn from each other, as well as to celebrate diversity, authenticity, and creativity. Instagram's features and products are designed to support its vision and mission, and to provide value to its users, such as Stories, Reels, and Shop, which help users share moments, create short-form videos, and discover products.