Instagram Launches “Rings” Awards to Spotlight Creators’ Works
Instagram has introduced a new awards program called Rings, aiming to celebrate creators who push boundaries and shape culture through their content. Winners will receive both symbolic digital recognition and real-world awards. Under the Rings scheme, Instagram will appoint a panel of judges – including studio and fashion figures like Spike Lee, Marc Jacobs, and Pat McGrath, alongside Instagram leadership – to nominate creators whose work demonstrates originality and impact. 25 creators will be selected as winners.
Each winner will receive a physical ring designed by fashion designer Grace Wales Bonner, along with a digital gold ring icon around their profile image when posting stories. They will also gain new profile customisation options, such as a custom-designed “like” button and ability to adjust profile backgrounds to reflect their creative identity. According to Instagram’s creator blog, the award is intended for “creators who don’t just participate in culture – but shift it, break through whatever barrier holds them back.” Accordingly, there is no open application process: winners are selected by the judges panel based on their bodies of work.
In terms of timing, the launch arrives as Instagram scales back or retires several monetisation and creator reward programs. The platform hopes the prestige of being named a “Ring” winner will drive engagement and encourage creators to take more risks in their content. But because winners are chosen without an application model, the program may have limited immediate impact on wider creator behaviour, at least until it becomes more widely-known and the tangible benefits of the added features are clearly shown.
For now, the digital ring badge and profile perks may serve as status markers. Whether Instagram can sustain excitement or expand this into a recurring, influential prize will depend on its overall success with creators and the hype that their fans could generate around the awards themselves.
