Instagram has launched a new award program called Rings. This award is designed to celebrate top creators from around the world who have made a big impact on the platform. Many people are already calling it the “Oscars for creators” because it aims to honor creativity and cultural influence instead of just popularity or follower count.
This new program is part of Instagram’s effort to celebrate creativity in a more visible way. However, it has also raised questions about what it truly means to support creators in today’s social media world.
What is Instagram Rings?
Instagram Rings is a new global award that will recognize 25 creators each year for their creativity and influence. The award celebrates people who take risks, express themselves in new ways, and help shape online culture. According to Instagram, the award is meant for creators who “aren’t afraid to take creative chances and do it their way.”
Each of the 25 winners will receive a real gold ring designed by the English fashion designer Grace Wales Bonner. Along with that, they will get a digital golden ring that will appear around their Instagram profile picture. This ring will replace the usual story ring for a year, making their profile stand out.
Winners will also get special customization features on their profiles. They will be able to design their own Like button and change the background color of their profile. These features are not available to regular users, which makes the award even more exclusive.
The Judges Behind the Program
The winners are chosen by a panel of judges made up of some of the most respected names in entertainment, design, and social media. The judges include Instagram head Adam Mosseri, filmmaker Spike Lee, fashion designer Marc Jacobs, YouTuber Marques Brownlee (MKBHD), actress Yara Shahidi, makeup artist Pat McGrath, and artist KAWS among others.
Eva Chen, who is Instagram’s head of fashion partnerships, helped create the award program. She said the goal of Rings is to celebrate creators who push boundaries and inspire others through their creativity.
No Cash Prize, Only Recognition
One interesting thing about Instagram Rings is that it does not come with a cash prize. Winners will only receive the gold ring and special digital features. This has made some people question the real purpose of the award.
Over the past few years, Meta, which owns Instagram, has stopped several programs that used to pay creators. In 2022, the company ended its affiliate bonuses. In 2023, it shut down the Reels Play bonus program, which used to be a major source of income for many creators. Earlier in 2024, Meta also stopped paying creators for ads placed on their profiles.
At the same time, many creators have seen a big drop in brand deals. A 2024 report from Kajabi showed that brand partnerships fell by 52 percent that year. Because of this, some people see Rings as a symbolic gesture rather than real financial support.
Still, others believe the award is about more than money. YouTuber Marques Brownlee, one of the judges, said the program is about giving creators a goal to work toward and rewarding those who show creativity, effort, and originality.
The Idea Behind Instagram Rings
Instagram says Rings is all about celebrating courage and creativity. It recognizes creators who make bold choices and inspire others to do the same. The company described it as an award for people who “don’t just participate in culture, but shift it.”
Eva Chen explained that Instagram Rings was designed to highlight creators from different parts of the world and across various interests like fashion, sports, makeup, entertainment, and art. The program aims to reflect how diverse the Instagram community is and how creativity appears in many forms.
She also said Instagram wants Rings to become a long-term annual award like the Oscars, Grammys, or Emmys. The goal is to make it a lasting tradition that motivates creators every year to keep experimenting and telling stories in new ways.
Why Instagram Rings Matters
Even though there is no cash prize, the Rings award still matters in today’s creator economy. Social media visibility often brings its own value. For many creators, being recognized by Instagram can lead to more followers, stronger brand image, and better opportunities.
Winning the award could make a creator’s profile more visible, since they will have unique golden features that no one else has. In an online world where attention equals influence, this visibility could be even more valuable than a one-time payment.
The Rings program also shows that Instagram wants to keep its top creators motivated. Platforms like YouTube and TikTok already have strong revenue-sharing programs, and Instagram seems to be taking a different route by focusing on recognition and community impact.
The Bottom Line
Instagram Rings is an interesting move by Meta. It shows that the company is trying to stay close to its creative community, even as it reduces direct cash payments. The award gives creators something new to strive for, and it reminds the world that creativity and storytelling still matter.
However, it also raises a big question about the future of the creator economy. Will recognition be enough when financial support is fading? Only time will tell if the golden ring becomes a true badge of honor or just another shiny feature in the app.
For now, Instagram Rings stands as a new kind of reward. It might not make creators richer, but it certainly gives them something many still value: Status, visibility, and recognition.
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