by Google
Instagram has decided to reward creators in a completely new way. After years of focusing mainly on algorithms, formats and monetization programs, it is coming up with a project. The new award called “Rings” is intended to celebrate creatives who move culture forward, take risks, create in their own way and inspire others to do the same.
The move comes at a time when social media monetization models are changing significantly. Instagram has canceled its bonus programs for Reels in recent years and is focusing on building prestige and community recognition instead of financial incentives. The Rings Award thus represents a new type of motivation and offers respect, recognition and status instead of money.
What is "Instagram Rings"
Instagram Rings is a new official award from Instagram, which for the first time in the platform's history is intended to highlight exceptional creators, those who not only create content, but also shape culture, overcome barriers and push the boundaries of creativity.
The project is being launched by Instagram itself under the leadership of its boss Adam Mosseri, who is also behind the overall vision of strengthening the creator community. The award is for 25 creators from around the world, selected by an international jury of respected names in the creative industry.
The winners will receive two forms of recognition. A physical symbol of a golden ring, designed by British designer Grace Wales Bonner, to represent the endless circle of creativity and the connection of the creator community. Furthermore, a digital badge added to their profile, which will be a special "golden circle" around their profile photo and stories, which will signal that they are an Instagram Rings holder.
Another privilege for the winners will be the ability to personalize some parts of their profile, including the background or the "like" button. Instagram will allow award-winning creators to customize their digital space, giving them more room for self-expression.
Instagram plans to create a special section where all Rings holders will be presented. This “Spotlight Feed” will act as a showcase for the platform’s most inspiring creators and provide them with increased visibility across the entire application. For many, this can also mean new opportunities, collaborations, media outlets, or audience growth.
Unlike other awards or programs, Rings does not bring financial rewards. Its goal is to symbolically express the respect and influence that creators have on the culture of the platform.
Jury & selection criteria
The Instagram Rings project is not only supported by the platform itself, but also by prominent figures from world culture, fashion, film, and social media. The jury is made up of people who themselves represent courage and originality, exactly the values that Rings values. According to available information, the following people are involved in the selection:
Adam Mosseri – head of Instagram, supporter of creators and a personality who has long communicated the vision of the platform "by creators, for creators".
Spike Lee – legendary American director, known for his unique film style and openness on social issues.
Marc Jacobs – world-famous fashion designer, who combines high fashion with pop culture.
Grace Wales Bonner – designer and author of the ring itself, who connects various cultural influences in her work.
Marques Brownlee (MKBHD) – popular YouTuber and technology creator, representative of modern digital creativity.
Pat McGrath – one of the most influential makeup artists in the world.
Yara Shahidi – actress and producer, known for activism and supporting diversity in the media.
KAWS – an artist whose works connect street art with the gallery world.
Such a diverse jury guarantees that the selection will not only be about numbers and statistics, but also about the creative essence and cultural impact of the work.
What is the jury looking for?
According to statements from Instagram and foreign media, the jury does not only evaluate aesthetics or popularity, but especially the values that the creator represents. The key criteria are the courage to take risks, originality, cultural influence, authenticity and resilience. As Instagram stated in its blog, Rings is intended to reward those “who don’t settle for what works, but push the boundaries of digital creation further.”
The selection process is multi-stage. Instagram first compiled a long list of nominated creators from various countries and regions who have made a significant contribution to the platform’s creative culture in recent years. From this list, a jury selects 25 finalists who, in its opinion, best embody the spirit of creativity, courage, and impact.
The final list of winners is scheduled to be published on October 16, 2025, with Instagram also planning to launch a special campaign showcasing individual creators and their stories. The goal is for Rings to not be just a one-time gesture, but a long-term project that will annually recognize new talents.
The Verge server pointed out an interesting and, for some, disturbing parallel between the visual style of the campaign and the aesthetics of the horror film The Ring. The campaign features a white ring on a dark background, a minimalist and intentionally mysterious visual that some say feels more eerie than celebratory.
Another area of criticism is the absence of financial rewards. Many creators are asking themselves: Will symbolic recognition be enough in 2025? With the cancellation of the Reels Bonus Program and other incentives that brought creators real money, Rings feels more like an image move, a nice gesture that doesn't address the biggest problem facing creatives today, which is uncertain income.
Instagram Rings is more than just a marketing campaign, it's an attempt to reconnect with the creators who form the foundation of the entire platform. With this step, Instagram shows that it is aware of the importance of the creative community and wants to recognize it not only for its achievements, but also for its courage, originality, and contribution to digital culture.
What would you appreciate more? Symbolic recognition that brings prestige, financial support, or the platform's real involvement in the development of creators?
