On Monday, Instagram unveiled Rings, a new, highly-exclusive awards program dedicated to honoring creators who do more than just participate—they “shift culture” on the platform.
This isn’t about follower counts or view totals. Instagram is positioning Rings as a prestigious, jury-selected mark of creative bravery, rewarding originality, high effort, and risk-taking. Here’s a look at what this symbolic award means for the platform and the creators who win it.
More Than Just a Badge: What Winners Get
The inaugural class of the Rings award will be limited to just 25 creators globally, emphasizing the program’s elite status. The prize is a dual one, blending a physical symbol of achievement with exclusive digital bragging rights:
- The Physical Ring: Each winner receives a custom, literal gold ring designed by celebrated British fashion designer Grace Wales Bonner. The physical piece is intended to serve as a tangible amulet for creative courage.
- The Digital Halo: On the app, honorees will receive a digital gold ring that appears around their profile photo, a highly visible status symbol for their community.
- Profile Customization: Winners get an unprecedented level of control over their profile aesthetics, including the ability to customize their profile background color with a unique gradient and even design a custom “Like” button animation that appears when users engage with their posts.
A Panel of Peers, Not Algorithms
Unlike traditional creator awards that rely on subscriber milestones (like YouTube’s plaques), Rings is a juried honor. To select the first class of winners, Instagram has assembled a star-studded panel of cultural heavyweights, including:
- Adam Mosseri (Head of Instagram)
- Spike Lee (Filmmaker)
- Marc Jacobs (Fashion Designer)
- Marques Brownlee (Tech Reviewer/YouTuber)
- Grace Wales Bonner (Designer of the Ring)
- …and other top names in art, fashion, and media.
The criteria is intentionally broad but focused: The judges are looking for creators who showcase high-effort craft, a unique point of view, and an openness to taking creative chances. In the words of one judge, the focus is on those who “don’t just participate in culture—but shift it.”
The Symbolic Shift: Recognition Over Revenue
The Rings announcement arrives at a notable time. Instagram’s parent company, Meta, has been scaling back its direct financial incentive programs for creators, such as the Reels Play bonus program. This move positions the Rings award as a distinct strategic choice: prestige and recognition over direct cash payouts.
For the 25 winners, the value of the Ring isn’t in its material worth, but in the visibility and credibility it provides. This ‘Oscar-effect’—being publicly acknowledged by a panel of industry legends—can significantly boost a creator’s profile, leading to more lucrative brand partnerships, increased follower growth, and elevated status within their respective fields.
While some in the creator community have expressed a desire for more direct monetization, the scarcity and star-power behind the Rings award make it a powerful new form of social currency on the platform.
The Rings award signals a clear message from Instagram: Creative excellence and cultural impact are the ultimate prize. It will be fascinating to watch who earns the first golden halo, and how they use that prestige to shape the future of their content.
The first class of Rings winners is scheduled to be announced on October 16th.
