All about being a Product Manager at Instagram

If you’re interviewing with Instagram or you’re just curious about the process, check out this guide with tips and insights to help you prepare and do your best. Good luck!

Instagram’s mission is to bring you closer to the people and things you love. It inspires us to explore and see the world differently.

With a community of one billion, Instagram is a company with countless ways to make an impact in a fast-growing organization. It was built to strengthen relationships through shared experiences. 

Let’s take a look at the roles and responsibilities of a product manager at Instagram


Role & Responsibilities of a Product Manager at Instagram

  • Build ML-based product features that unlock new capabilities and levels of assistance for camera users
  • Lead the ideation, technical development, and launch of innovative products
  • Drive product development with a team of world-class engineers and designers
  • Integrate usability studies, research, and market analysis into product requirements to enhance user satisfaction
  • Define and analyze metrics that inform the success of products
  • Maximize efficiency in a constantly evolving environment where the process is fluid and creative solutions are the norm.
  • Leads and motivates a team of engineers and other cross-functional representatives, and maintains team health


Requirements of a Product Manager at Instagram

  • 5+ years of product management or industry-related experience
  • Bachelor’s degree (or foreign degree equivalent) in Computer Science, Engineering, Information Systems, Analytics, Mathematics, Physics, Applied Sciences, or a related field and two+ years of experience
  • Product management or product design experience
  • Experience working in a technical environment with a broad, cross-functional team to drive product vision, define product requirements, coordinate resources from other groups (design, legal, etc.), and guide the team through key milestones.
  • Experience building ML-based and quality-oriented user features
  • Communication and presentation skills
  • Experience building and shipping applications or software of features/products that encompass an end-to-end experience within a large-scale domain
  • Experience driving projects with cross-functional colleagues
  • Experience analyzing complex, large-scale data sets and making decisions based on data
  • Experience gathering requirements across diverse areas and users, and converting and developing them into a product solution
  • Technical experience with analytical tools, methodologies, and design
  • Displaying leadership, organizational, and execution skills

Here’s a list stated below of all the preferred qualifications of a product manager at Instagram-

Preferred Qualifications of a Product Manager at Instagram

  • Deep experience in areas such as computer vision, and ML-based features.
  • 8+ years of experience working collaboratively with engineering, design, and user research teams
  • Experience working on client infrastructure projects
  • Experience identifying significant opportunities, and driving product vision, strategies, and roadmaps in the context of broader organizational strategy and goals
  • Experience going through an entire product lifecycle, integrating customer feedback into product requirements, driving prioritization and pre/post-launch execution.
  • Enthusiastic and resilient in a constantly evolving environment where the process is fluid and creative solutions are the norm

Selection Process at Instagram

We have categorized the selection procedure at Instagram into four sections: Online Assessment, Video Interview, HR Round and finally the Offer. 

  • Online Assessment: After applying for a job with Instagram, you will have to take an online exam, which allows them to test your fitment for the role. The test takes between 30 minutes to an hour to complete.

Make sure that you have a stable internet connection so that you are not interrupted during this time and so that you can fully concentrate on the exam. If you are doing any numerical test, then using a calculator and a notepad is encouraged. 

  • Video Interview: This is a unique opportunity to bring your application to life and to stand out from the rest of the crowd. A video interview shows who you are much better than a paper cover letter attached to your CV. With a video interview, you can choose the time and place and can arrange to respond to the questions at your own convenience.
  • HR Round: The in-person interview provides you with an opportunity to display your best qualities. What they look for are your skills, experience, and abilities.
  • Offer: If you accept the position with Instagram, the HR operations team will share the offer letter with you. Once you accept it, the team will be initiating your background check.

FAQs for a Product Manager’s Role at Instagram


  • How would you improve Instagram Stories?

  • How would you determine success for Instagram Reels?

  • How would you measure the success of discovery features on Instagram?

  • How would you measure the success of the Instagram Business?

  • There is a 15% drop in the open rate of the Instagram App. You are the PM. Tell us what could have happened.


  • What metrics would you look at as a product manager for Instagram ads?

  • How would you measure the success of Instagram’s activity feed?

  • You are a PM for Instagram Stories. You are considering increasing the expiration time of Stories. What metrics would you look at to make this decision?

  • How would you determine the success of the blue check marks that denote Verified Users on Instagram?

  • Where do you think Reels fits in Instagram’s long-term strategies? Why choose Instagram to launch Reels and not Facebook?


  • Identify a new monetization strategy for Instagram.
  • How would you improve Instagram Shopping?
  • Would you build a travel product on Instagram?
  • How to make brand onboarding smoother on Instagram for Influencer marketing.
  • Design a new feature for Instagram to ring-fence revenue generated outside the Instagram platform.

Tips for a successful Interview

  • Dress code: Business casual is fine but if in doubt, have a look at the people in the “Careers” section of the IG website.

  • Minimize distractions: Turn off your mobile phone.

  • Speak clearly: Express yourself clearly and concisely.

  • Be specific: Remember that the amount of time you have is limited.

  • Presenting yourself: Your body language will say a lot more about you than you expect.

  • Smile: This will help you to relax and better engage with the hiring person.

Let us know if this interview guide was helpful or if there are other companies we should add. We would love to hear from you.

To learn more about product management, explore our product management courses

Also, check out our blog page for more information. Happy Hustling!

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