Instagram just announced Rings, a new creator award that isn't based on views, likes, or follower counts — but creativity itself.
The program will celebrate 25 creators who “shift culture,” judged by a stacked panel including MKBHD, Spike Lee, and IG CEO Adam Mosseri himself.
Winners get two prizes:
- A real gold ring, designed by fashion designer Grace Wales Bonner
- A digital gold ring that glows gold around their profile photo throughout Instagram
In The Spirit Of Creation
Instagram says Rings "isn’t about honoring a specific type of content — it honors a spirit."
And while cynics might roll their eyes, opening a profile with that gold ring will soon send a message no algorithm can replicate.
Because in a space where standing out gets harder every day, that ring signals to fans, peers, and brands that your work rises above the noise.
Why It Matters
Instagram isn’t just handing out rings — they're building a moment.
On YouTube, creators unbox their Play Buttons like it’s an Oscar. Fans cheer. Brands take note. Now, Instagram wants that same kind of magic — a symbol creators can flex, film, and feel proud of.
The Big Difference...
When I worked at YouTube in 2012, we launched the very first Play Button awards — back when only 40 creators had hit 1M subscribers.
But here’s the truth: subscribers were never a great measure of success.
But by the time we realized it, it was too late. Creators got hooked on chasing numbers instead of ideas.
That’s why what Instagram is doing here is actually interesting.
It’s not rewarding outputs (views, followers, revenue) — it’s rewarding inputs: creativity, courage, originality.
And having seen firsthand how powerful a physical award can be for creators, I can tell you: recognition like this matters.