Instagram has rolled out a new global initiative called ‘Rings’, an award designed to celebrate creators who push boundaries and redefine creativity. Unlike traditional recognition programs based on metrics or reach, Rings focuses on celebrating the creative spirit itself, those who take chances, challenge norms, and create work that sparks cultural shifts.
The award brings both a physical gold ring and a digital golden ring that appears around the winner’s profile picture on Instagram, replacing the standard Stories ring for a period. This exclusive feature aims to visually highlight the creator’s achievement whenever they post or share stories on the platform.
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The golden ring serves as both a digital badge and a symbol of creative excellence. Designed by acclaimed fashion designer Grace Wales Bonner, the ring reflects a blend of artistry and innovation, values Instagram says it wants to spotlight among its community of creators.
Each winner also gains access to profile customisation tools, including the ability to change their profile backdrop colour and personalise the ‘like’ button, features meant to fuel self-expression and individuality.
Instagram has assembled a panel of global judges to select the winners. The lineup includes Instagram head Adam Mosseri, filmmaker Spike Lee, designer Marc Jacobs, and tech YouTuber Marques Brownlee (MKBHD). These judges nominate creators who display creative risk-taking and originality, rather than simply large follower counts.
Brownlee told CNBC that he chose nominees “whose work showed the most effort and risk-taking,” describing the award as “a special kind of visibility” for those willing to create fearlessly.
The launch of Rings comes after Meta ended its Reels Play bonus program in 2023, which many creators relied on for income. Amid a slowdown in brand deals, which dropped by 52% in 2024 according to a Kajabi survey, the new award represents a symbolic gesture of recognition rather than direct financial support.
While rivals YouTube and TikTok continue to offer revenue-sharing programs, Instagram’s Rings seems to focus on honour and visibility rather than monetisation.
Instagram has not yet revealed the full list of inaugural Rings winners but confirmed that 25 creators will receive the award in its first edition. These creators will represent a diverse range of disciplines, from art and fashion to tech, film, and digital storytelling.
With Rings, Instagram hopes to reignite creativity on its platform and remind creators that courage and innovation matter as much as reach and revenue.
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