Instagram Ring is a new award for creators

Instagram is once again trying to redefine how creators are recognized on its platform — this time, with a bit of sparkle. The Meta-owned social media giant announced the launch of its new “Rings” award, a program that will honor 25 standout creators with an actual gold ring and a matching digital badge on their profile. The catch? There’s no cash prize involved.

The winners will be selected by a panel of notable figures, including Instagram head Adam Mosseri, filmmaker Spike Lee, fashion designer Marc Jacobs, and popular YouTuber Marques Brownlee. The decision to hand out jewelry instead of money has raised eyebrows across the digital creator community, particularly at a time when brand deals and bonus programs are drying up.

For years, many online creators relied on Meta’s financial incentives — such as the Reels Play bonus program — to sustain their content careers. That initiative, which rewarded creators based on engagement, was officially discontinued in 2023, leaving many without a steady source of income. Since then, creators have voiced frustration over the lack of direct compensation from one of the world’s most profitable tech companies.

The “Rings” award appears to be Instagram’s attempt to re-engage its top creators through recognition rather than remuneration. Speaking to CNBC, Marques Brownlee described the new initiative as a form of prestige rather than profit. “It’s more about visibility and recognition,” he said. “It’s a way to encourage people to push creative boundaries and aim for something that feels elevated and meaningful.”

Brownlee, who participated in nominating potential recipients, explained that his focus was on creators who demonstrate effort and innovation — not just those with massive followings. Winners will also gain access to new customization features, including the ability to change their profile backdrop color and even modify the “like” button, offering them small but exclusive tools to distinguish their profiles.

The award comes at a time of major shifts in the creator economy. According to a 2024 survey by Kajabi, brand partnerships — once the lifeblood of online influencers — fell by a staggering 52%. With fewer sponsorships and Meta’s withdrawal of bonus payments, many creators have found themselves struggling to maintain financial stability. On Reddit, one creator wrote that losing the Reels Play payments was “a real hit” to their household budget, calling the extra money “a blessing” during tough economic times.

Instagram’s latest move contrasts sharply with how rival platforms are supporting their creators. YouTube, for example, reported in September that it has paid more than $100 billion to creators over the past four years through its revenue-sharing programs. TikTok has also expanded its own monetization efforts, offering payouts and brand partnerships that directly reward user engagement.

Meanwhile, Instagram’s approach seems more symbolic — focusing on visibility and status rather than financial compensation. In a statement from June 2024, Adam Mosseri acknowledged that the company was “considering changes to creator compensation,” but since then, no concrete plans have been announced.

Earlier this year, reports surfaced that Meta had offered short-term deals to select influencers to promote Instagram on competing platforms like TikTok, Snapchat, and YouTube. However, according to company representatives, those partnerships have already ended, leaving many creators wondering what Meta’s long-term strategy for supporting their work really is.

The introduction of the gold “Rings” program feels like a continuation of Instagram’s ongoing identity struggle — a platform that thrives on creativity but often falls short of financially sustaining the people who drive its success. While the shiny rings and badges may provide a temporary morale boost or a new status symbol within the app, they do little to address the underlying issue: creators want — and need — real compensation.

Still, some see the award as a positive sign that Instagram is at least attempting to celebrate creativity in new ways. Brownlee, ever the optimist, framed the initiative as a way to inspire creators to keep innovating, regardless of the lack of monetary reward. “It could be seen as motivation to produce more, to push yourself further,” he said. “At the end of the day, it feels good when people recognize that what you’ve made has an impact — whether it’s inspiring someone, making them think, or just impressing them.”

Instagram’s “gold ring” might not pay the bills, but it could still hold value as a token of prestige — a new kind of status symbol for the social media era. Yet for a growing number of creators struggling in a shrinking economy, shiny symbols aren’t enough. Recognition feels good, but recognition doesn’t replace revenue.