Instagram Unveils ‘Ring’ Awards to Honor Influential Creators

Instagram has announced a new initiative to recognize influential creators worldwide, launching an awards program that will see 25 creators receive a distinctive gold ring next week. The social media platform says the program is designed to celebrate creators “who shift culture and break barriers.”

Star-Studded Panel of Judges

The judging panel for the awards brings together a diverse mix of talent and expertise, including Instagram head Adam Mosseri, director Spike Lee, designer Marc Jacobs, YouTuber Marques Brownlee, actress Yara Shahidi, and makeup artist Pat McGrath, among others.

What Winners Receive

Recipients of the awards will receive a custom physical ring crafted by English fashion designer Grace Wales Bonner, alongside a digital golden ring displayed on their Instagram profiles. Winners will also have the opportunity to design a personalized “Like” button that appears when others engage with their feed posts. Importantly, there is no monetary prize associated with the award.

This approach reflects a shift in Meta’s strategy toward creator compensation. Over recent years, the company has scaled back financial incentives for creators:

• Earlier this year, Meta ended a program that paid creators for ads featured on their profiles.

• In 2023, bonus payments for Instagram and Facebook Reels creators were discontinued.

• Affiliate marketing bonuses were also removed in 2022.

Industry Context: Declining Creator Revenue

The timing of Instagram’s symbolic awards comes amid broader changes in creator earnings. According to a Kajabi survey, brand deals for creators dropped by 52% in 2024. Bank of America also noted last year that competition in the influencer space has increased, with top creators capturing a larger share of paid partnerships.

Given these trends, Instagram’s awards focus on recognition rather than financial reward. The company likened the program to the Oscars for content creators, though without an actual ceremony. In a blog post, Instagram stated the award is meant to celebrate “those who aren’t afraid to take creative chances and do it their way. Those who bring people together over their creativity, and deserve recognition.”

Looking Ahead

Winners of the Instagram Ring awards will be announced on October 16, marking the debut of a program that prioritizes prestige and visibility over monetary incentives.