Instagram Launches “Gold Ring” Awards to Honor Cultural Trailblazers
Instagram is introducing a new awards program designed to celebrate creators who drive culture and innovation across the platform. The initiative, announced Monday, will honor 25 creators worldwide with a symbolic gold ring—both physical and digital—next week.
According to Instagram, the awards aim to recognize individuals who “shift culture and break barriers” through creativity and community impact.
A Star-Studded Panel
The judging panel for this inaugural program includes an eclectic mix of cultural icons: Instagram head Adam Mosseri, acclaimed filmmaker Spike Lee, designer Marc Jacobs, YouTuber Marques Brownlee, actress Yara Shahidi, and legendary makeup artist Pat McGrath, among others.
Symbolic Rewards Over Cash Prizes
Winners will receive a custom gold ring designed by British fashion designer Grace Wales Bonner, as well as a virtual golden ring displayed around their Instagram profile. They’ll also earn the unique ability to design a personalized “Like” button that appears on their posts.
Notably, the award carries no monetary prize — a point that’s already sparking conversation among creators, given Meta’s recent cutbacks to its payout programs.
A Shift in Creator Compensation
The launch follows a turbulent period for Meta’s creator initiatives. The company has gradually rolled back financial incentives over the past few years. It ended its profile ads payout program earlier this year, phased out Reels bonuses in 2023, and discontinued affiliate marketing bonuses in 2022.
These changes coincide with a wider downturn in creator earnings. A 2024 survey by Kajabi found that brand deals dropped by 52%, while a Bank of America report noted growing competition for sponsorships, increasingly skewed toward top-tier influencers.
Recognition Over Revenue
In that context, Instagram’s awards program seems more symbolic than financial—an attempt to position itself as a cultural tastemaker rather than a direct funding source. The company likens the initiative to “the Oscars for content creators,” only without a live ceremony.
As Instagram explained in its announcement, the award is intended to honor “those who aren’t afraid to take creative chances and do it their way—those who bring people together through creativity and deserve recognition.”
