Instagram has unveiled a new “Ring” awards program to recognize influential creators who are shaping digital culture.
The initiative will honor 25 standout creators across the world, each receiving a gold ring both physically and digitally on their profiles.
Announced on Monday, the Ring Award is Instagram’s latest move to celebrate creative voices driving cultural conversations. According to the company, the award will recognize creators “who aren’t afraid to take creative chances and do it their way.”
Each winner will receive a custom-designed gold ring by British fashion designer Grace Wales Bonner. In addition, recipients will have a digital golden ring displayed around their Instagram profile, symbolizing their recognition as top creators.
The judging panel for Instagram’s inaugural creator awards features a mix of entertainment, fashion, and tech personalities.
Among them are Instagram Head Adam Mosseri, filmmaker Spike Lee, fashion designer Marc Jacobs, tech YouTuber Marques Brownlee, actress Yara Shahidi, and legendary makeup artist Pat McGrath, among others.
The company said the award was designed to celebrate creators who break boundaries, foster creativity, and bring communities together through their content.
A symbolic prize — No monetary reward
While the award carries significant prestige, winners will not receive any monetary prize. Instead, they’ll gain access to special creative features — including a custom “Like” button they can design, which will appear when fans interact with their feed posts.
The symbolic nature of the award reflects a shift in how platforms recognize creative excellence, focusing more on reputation and influence than direct payouts.
Meta’s changing relationship with creators
The launch of the Ring Award follows Meta’s ongoing reduction in creator payouts. Over the past few years, the company has discontinued several incentive programs, including those offering bonuses for Reels creators on Instagram and Facebook.
Earlier this year, Meta also shut down its profile ad revenue program, while its affiliate marketing bonuses were phased out in 2022.
According to a Kajabi survey, creators saw a 52% decline in brand deals in 2024, indicating a broader slowdown in the creator economy. A Bank of America report also found that sponsorships are increasingly concentrated among top-tier influencers, leaving smaller creators with fewer opportunities.
In light of these trends, Instagram’s new initiative appears to prioritize symbolic recognition over financial rewards. The company likened the award to being the “Oscars for content creators” — though notably, without an actual ceremony.
This shift underscores Instagram’s attempt to maintain engagement among creators while navigating changes in the broader social media monetization landscape.
