Instagram has introduced a new global award initiative called the “Ring Award,” designed to recognize creators who are redefining digital culture through creativity, authenticity, and innovation.
The platform will honor 25 creators worldwide, each receiving a custom-designed gold ring — both as a physical keepsake and a digital emblem on their Instagram profile. The initiative reflects Instagram’s growing focus on celebrating cultural impact and creative expression rather than financial incentives.
Announced on Monday, the program marks a major step in Instagram’s efforts to elevate creators who “take risks and redefine creative norms.” The gold rings were designed by acclaimed British fashion designer Grace Wales Bonner, known for her elegant and symbolic craftsmanship. Each recipient’s Instagram profile will also feature a digital version of the ring as a visible marker of distinction.
A high-profile judging panel will select the inaugural winners. The lineup includes Instagram Head Adam Mosseri, filmmaker Spike Lee, designer Marc Jacobs, tech YouTuber Marques Brownlee, actress Yara Shahidi, and makeup icon Pat McGrath. The panel represents a cross-section of industries that have shaped modern creativity.
Unlike previous creator incentives, the Ring Award carries no monetary prize. Instead, winners will gain access to special creative tools, including a customizable “Like” button design that appears when fans engage with their posts. The symbolic gesture emphasizes influence, prestige, and creative recognition over direct payouts.
The launch arrives at a time when Meta, Instagram’s parent company, has significantly scaled back financial incentive programs for creators. Bonus schemes for Reels and ad revenue initiatives have been discontinued, and affiliate marketing bonuses ended in 2022. Industry data shows a slowdown in the creator economy, with a 52% decline in brand deals reported in 2024, according to Kajabi, and increased concentration of sponsorships among top-tier influencers.
In this changing landscape, the Ring Award appears to be Instagram’s attempt to re-engage creators through status-driven recognition — positioning the award as a cultural badge of honor rather than a monetary reward.
Instagram compared the Ring Award to the “Oscars for content creators,” signaling a shift toward prestige-based acknowledgment that aligns with the platform’s broader evolution in the creator economy.
