Using a multi-stage investigation, this study developed and validated a 35-item instrument for measuring gratifications of photo-tagging on Facebook. The questions were developed based on open-ended responses of 141 people who use photo-tags on Facebook. From their answers, 58 items were extracted and then tested on 780 people. This resulted in a 35-item scale that was re-examined with 313 adolescents and 186 adult photo-taggers. The 35-item instrument offers nine gratifications: likes and comments, social influence, peer pressure, gains popularity, entertainment, feels good, social sharing, affection, and convenience. The factorial structure and instrument validity and reliability were high and fairly stable over time. The findings are discussed in relation to the uses and gratifications theory, and the practical implications of this new instrument are explored.