Instagram has announced a new award, Rings, described as the platform’s equivalent of the Oscars for content creators. The prize will honor creators whose ideas and content not only attract likes but also influence culture on a larger scale.
The platform will select 25 creators worldwide who, according to the jury, not only participate in culture but also help shape it. Winners will receive a gold ring as a symbol of recognition, along with exclusive in-app features — including a special badge, profile design and a gold frame around their avatar.
The jury will be chaired by Instagram CEO Adam Mosseri and include filmmaker Spike Lee, designer Marc Jacobs, makeup artist Pat McGrath and tech creator Marques Brownlee.
Selection will be based on creative risk, originality and cultural impact, rather than follower count.
The award’s design has sparked some controversy, with critics noting its resemblance to imagery from the horror film «The Ring.» Others argue the initiative is more symbolic than financially rewarding, pointing out that Instagram previously ended bonus payments for Reels creators.
Despite the criticism, the first Rings ceremony is scheduled for late 2025, and Meta representatives say it could become an annual event.
