Instagram launches ‘Ring’ awards for top platform creators

Instagram announced its Rings awards program on October 6, awarding 25 top creators physical gold rings designed by Grace Wales Bonner and exclusive digital profile features, but no monetary compensation.newswire
A judging panel including Instagram head Adam Mosseri, director Spike Lee, designer Marc Jacobs, YouTuber Marques Brownlee, and artist KAWS selected winners based on creative risk-taking rather than follower counts, narrowing down from three billion users.newswire
Winners receive unique profile customizations including a golden ring around their stories, the ability to change profile background colors, and featured content spotlights within the app.newswire
The program launches as Meta has scaled back cash-based creator bonuses, having discontinued its Reels Play bonus initiative in 2023 and ending other payment programs, while competitors like YouTube have paid over $100 billion to creators in four years.cnbc
Critics question why Meta is offering symbolic recognition instead of financial compensation as brand partnerships declined 52% in 2024 and the creator economy faces increasing challenges.cnbc

Instagram unveiled its Rings awards program on Monday, offering 25 top creators physical gold rings and exclusive digital profile features instead of monetary compensation – a move that has drawn criticism as the Meta-owned platform scales back cash-based creator incentives.

The program, announced October 6, honors creators who “take creative risks” rather than those with the largest followings, according to Eva Chen, Instagram’s head of fashion partnerships who helped conceptualize the awards. Winners receive a physical ring designed by acclaimed British fashion designer Grace Wales Bonner, plus unique profile customizations including a golden ring around their stories and the ability to change their profile background color.newswire

High-Profile Judges Select Risk-Takers Over Follower Counts

A star-studded judging panel including director Spike Lee, designer Marc Jacobs, tech reviewer Marques Brownlee (MKBHD), actress Yara Shahidi, and artist KAWS narrowed down nominations from Instagram’s three billion users to the final 25 winners. The judges worked with Instagram’s creator teams to winnow the massive pool of potential candidates, focusing on creativity over audience size.newswire

“We were looking for people who take creative chances and who are always pushing the envelope and thinking about new ways to talk to their audience,” Chen explained. Brownlee, who has 5.1 million Instagram followers, emphasized judging based on “high effort content” and willingness to take creative risks.hollywoodreporter

Symbolic Recognition Amid Creator Economy Struggles

The Rings program launches as Meta has systematically eliminated cash-based creator incentives across its platforms. The company ended its Threads bonus program earlier in 2025, which paid some creators $500 to $5,000 monthly. Facebook will discontinue its Reels Play bonuses, Performance Bonuses, and In-Stream Ads on August 31, 2025, replacing them with a new Content Monetization Program.techloy

Meanwhile, competing platforms continue robust revenue-sharing schemes. YouTube has distributed over $100 billion to creators in four years and maintains a 55% revenue share for standard videos. TikTok recently announced creators in the U.S. and Canada can earn up to 90% of subscription revenue from superfans. Industry data shows the creator economy reached $250 billion in 2024, yet over half of creators earn under $15,000 annually.fundmates

“It’s more about enhancing visibility and providing a sort of motivation for individuals to strive for noteworthy and elevated acknowledgment,” Brownlee told CNBC, though he acknowledged the program “could be perceived as a motivation to produce more content on Instagram, or simply as encouragement”.cnbc