Meta-owned Instagram has unveiled “Rings,” a new award program designed to recognize creative excellence on the platform. The initiative will honor 25 creators from Instagram’s three billion monthly active users with both physical and digital rings, along with exclusive profile customization options.

According to an official Meta Instagram post, the winners will be chosen by a panel of high-profile judges, including Instagram head Adam Mosseri, filmmaker Spike Lee, designer Marc Jacobs, actress Yara Shahidi, makeup artist Pat McGrath, fashion partnerships head Eva Chen, and tech reviewer Marques Brownlee, among others.

“We felt that it was time to have an award that recognizes people who take these creative chances on our platform,” Chen, who helped conceptualize the program, told The Hollywood Reporter (THR). “These people are cultural catalysts, and they’re sparking conversations.”

Winners will receive a physical ring designed by English fashion designer Grace Wales Bonner, presented in a specially developed box. The digital components of the award include:

• A unique golden ring around their profile picture and stories.
• The ability to customize their profile backdrop color.
• Custom “like” button options.
• Featured placement in a dedicated spotlight within the app.

“We’re doing something that we haven’t really ever done before, which is give these winners the ability to personalize their profile page,” Chen added.

Creator Economy Context

According to a CNBC report, the “Rings” program arrives at a challenging time for creator monetization. Meta ended its Reels Play bonus program on Instagram and Facebook in 2023, which had been a significant income source for many creators.

Unlike competitor programs that offer direct financial benefits – YouTube reported paying creators more than $100 billion over the last four years – Instagram’s “Rings” program provides recognition and visibility rather than monetary compensation.

“It’s more about a special visibility and sort of incentive for people to work towards a really cool elevated recognition,” Brownlee told CNBC.

Instagram hopes to establish Rings as a long-term institution for honoring creative talent on the platform.

“It took a long time for this program to come together; it’s the culmination of years of wanting to do something like it,” Chen told THR. “The hope is for us to be able to do this for years to come, and every year, just keep on upping the ante in terms of creativity and spotlights.”

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