Instagram has unveiled the “Ring” award program to honor influential creators shaping digital culture, a move that focuses on reputation and influence as Meta continues to scale back monetary incentives for content creators.
A Symbolic Prize for Cultural Drivers
Announced on Monday, the Ring Award is Instagram’s latest initiative to celebrate creative voices driving cultural conversations. The company stated the award will recognize creators “who aren’t afraid to take creative chances and do it their way,” and who successfully break boundaries and bring communities together through their content.
The program will honor 25 standout creators globally. Each recipient will receive a custom-designed gold ring by British fashion designer Grace Wales Bonner—a tangible piece of recognition. Crucially, winners will also receive a digital golden ring displayed prominently around their Instagram profile, instantly symbolizing their status as top-tier creators.
The judging panel for the inaugural awards features an eclectic mix of industry heavyweights, including Instagram Head Adam Mosseri, filmmaker Spike Lee, fashion designer Marc Jacobs, tech YouTuber Marques Brownlee, and legendary makeup artist Pat McGrath.
Recognition Over Remuneration
While the award carries significant prestige, winners will not receive any monetary prize. Instead, the focus is on exclusive access and features, such as the ability to design a custom “Like” button that appears when their fans interact with their feed posts.
This symbolic approach reflects a discernible shift in how platforms recognize creative excellence, moving away from direct financial payouts. Instagram has likened the new accolade to being the “Oscars for content creators,” though notably, without the ceremony or the accompanying financial boost typical of high-profile industry awards.
Meta’s Shifting Creator Economy
The introduction of the Ring Award comes amidst Meta’s ongoing reduction in creator payouts across its platforms. Over the past few years, the company has phased out several incentive programs, including significant bonuses for Reels creators on Instagram and Facebook. Earlier this year, Meta also shut down its profile ad revenue program, following the discontinuation of its affiliate marketing bonuses in 2022.
This internal shift mirrors broader trends in the creator economy. Reports indicate a significant slowdown, with one survey noting a 52% decline in brand deals for creators in 2024. Furthermore, major sponsorships are becoming increasingly concentrated among top-tier influencers, leaving mid- and smaller-tier creators with fewer monetization opportunities.
In light of these financial trends, Instagram’s initiative to prioritize symbolic recognition over financial rewards underscores its attempt to maintain creator engagement while navigating a more challenging and less lucrative social media monetization landscape.
