Instagram has introduced a new awards program to celebrate creators who “shift culture and break barriers,” the company announced on Monday. The program’s inaugural class includes 25 creators who will each receive a custom gold ring next week.
The judging panel features an impressive lineup, including Instagram head Adam Mosseri, director Spike Lee, designer Marc Jacobs, YouTuber Marques Brownlee, actress Yara Shahidi, and makeup artist Pat McGrath, among others.
Each winner will receive both a physical ring designed by British fashion designer Grace Wales Bonner and a digital golden ring that will appear around their Instagram profile. They will also be allowed to design a custom “Like” button for their posts. However, there will be no financial reward for recipients.
The launch comes at a time when Meta has been scaling back creator payouts. Earlier this year, the company ended its ad-revenue program for creator profiles, following the discontinuation of Reels bonuses in 2023 and affiliate bonuses in 2022.
The move also follows a 52% decline in brand deals for creators in 2024, according to Kajabi, and a Bank of America report noting that paid partnerships have become increasingly concentrated among top-tier influencers.
In this context, Instagram’s new program appears to prioritize symbolic recognition over financial support. The company likened it to the Oscars for creators, only without the ceremony or the cash.
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In a blog post, Instagram described the awards as “a celebration of those who take creative risks, bring people together, and redefine what’s possible through their art.”
