Instagram has announced a new initiative called Rings, a creator awards program designed to recognize 25 users each year for “shifting culture” and pushing creative boundaries. Winners will receive a physical ring designed by Grace Wales Bonner, along with a digital golden ring around their profile, customizable profile backgrounds and a unique “Like” button feature.
Who are qualified
Instagram says the Rings award is not tied to reaching follower milestones, but instead evaluates creator impact and originality. A judging panel made up of creatives, such as filmmaker Spike Lee, designer Marc Jacobs, YouTuber Marques Brownlee and Instagram head Adam Mosseri, will nominate and vote on recipients. The app will denotate winners with a gold ring overlay on their profile pictures and Stories, allow them to pick a custom profile backdrop color and let them customize their “Like” button. These features will remain until the next set of winners are selected.
Instagram’s decision to launch a non-monetary award comes amid reductions in creator payouts. Over the past few years, the platform has discontinued various bonus programs and affiliate rewards, pushing creators to rely more on sponsorships and paid content. In comments, the company framed Rings as a way to spotlight cultural influence rather than solely audience size
Because the award is fairly symbolic, its success will depend on how everyone responds to it. Visibility in the app may boost recipients’ profiles, but it’s not a guarantee that Rings translates into more audience, engagement or brand opportunities. It remains unclear how Instagram plans to handle ties or turnover. It’s also unclear how often nominations will refresh or how this may evolve into a recurring tradition.