Instagram has introduced a new “Ring” awards program to celebrate creators who are shaping online culture and pushing creative boundaries. The platform announced that 25 standout creators from around the world will be honored, each receiving a physical gold ring along with a digital version displayed on their Instagram profiles.
The Ring Award, revealed on Monday, is designed to recognize creators “who aren’t afraid to take creative chances and do it their way.” Each award is a custom gold ring designed by British fashion designer Grace Wales Bonner. Winners will also see a digital golden ring around their profile photo, marking them as leading voices on the platform.
The judging panel for the awards includes a diverse mix of well-known figures from entertainment, fashion, and technology. Among them are Instagram Head Adam Mosseri, filmmaker Spike Lee, fashion designer Marc Jacobs, YouTuber Marques Brownlee, actress Yara Shahidi, and makeup artist Pat McGrath.
Unlike traditional prizes, the Ring Award does not come with money. Instead, winners will gain access to exclusive creative tools, including a custom “Like” button they can design for their followers to use when engaging with their posts. Instagram says the goal is to celebrate influence and creativity rather than financial incentives.
The launch comes at a time when Meta has been scaling back its creator payout programs. In recent years, bonuses for Reels creators were cut, ad revenue features were discontinued, and affiliate marketing incentives were phased out. Reports show that creators faced a 52% drop in brand deals in 2024, while sponsorships are becoming more limited to top-tier influencers.
By introducing the Ring Award, Instagram appears to be shifting toward symbolic recognition, focusing on reputation and cultural impact. The company compared the new initiative to being the “Oscars for content creators,” though without a live ceremony.
This move highlights Instagram’s evolving relationship with its creator community, signaling an effort to keep creators engaged with prestige and visibility at a time when financial opportunities are shrinking.
