An innovative new awards program, “Rings,” recognises Instagram’s top creators who push creative boundaries worldwide. Twenty-five creators will receive a gold ring and a digital golden circle around their profile photos and tales: this new award honours content and its daring and creativity.
Instagram’s announcement states that Rings honours creators who shift culture and break barriers. “It takes courage to chase an idea, quiet that inner critic, and create anyway,” Instagram said.
“This award is for the creators who don’t just participate in culture, but shift it, break through whatever barrier holds them back to realise their ambitions.”
Winners receive a distinctive profile background and a unique “Like” button post. The actual ring is a partnership with English fashion designer Grace Wales Bonner, while the digital ring encircles the winner’s Instagram profile, identifying them as a top creative.
Shifting creator recognition beyond money
In contrast to past Instagram creator initiatives, the Rings award does not grant cash. Judge and tech author Marques Brownlee says the prize emphasises exposure and drive over money.
“This could be looked at as an incentive to make more Instagram stuff, or really just an incentive to make the best possible thing you can and hopefully get recognised for it,” Brownlee told CNBC.
The judges include Instagram founder Adam Mosseri, Spike Lee, Marc Jacobs, and Yara Shahidi. They judge creators on creativity and effort, Brownlee says, “I have a pretty good eye for what I call like ‘high effort content,’ … when I watch something, and I think to myself, ‘that seemed like it was really hard to make,’ that makes me really happy”.
With brand relationships declining and Instagram’s payout methods ending, creators face new obstacles with this reward program. Instagram’s Rings honour fearless innovators who make their mark via innovation.