Instagram Rings: Meta offers gold rings to its top creators — a price between prestige and discomfort
We didn’t expect Instagram to draw inspiration from a horror film to celebrate creativity. Yet the new “Instagram Rings” campaign strangely evokes the atmosphere of the cult film The Ring, with its dark visuals and unsettling white circle.
But fear not: here, no one emerges from a well — Meta simply aims to reward its most influential creators with a prize… in the form of a ring.
Introducing Rings: an award from Instagram that’s all about celebrating those who aren’t afraid to take creative chances and do it their way. pic.twitter.com/fnRgq0j51i
— Instagram (@instagram) October 6, 2025
Instagram Rings: A New Award for Creators
Meta has officially launched “Instagram Rings,” an innovative rewards program aimed at honoring the 25 most prominent creators on the platform.
Each awardee will receive:
- a real gold ring, symbolizing their elite status on Instagram,
- and several exclusive benefits on their profile, including:
- a golden ring around their profile picture,
- the ability to customize the color of their background,
- and even modify the “like” button to their liking.
According to Meta, the goal is to “celebrate those who are unafraid to take creative risks and express themselves in their own way.” The first winners are expected to be announced on October 16, 2025, based on the promotional video released by Instagram.
A Prestigious (and Eclectic) Jury
For this inaugural edition, Instagram has assembled a high-level jury, featuring:
- Spike Lee, Academy Award-winning director,
- Marc Jacobs, fashion icon,
- Marques Brownlee (MKBHD), globally recognized tech creator,
- and Adam Mosseri, the head of Instagram himself.
This prestigious panel indicates that Meta is aiming for more than just a marketing stunt; they are establishing a genuine “cultural award,” somewhere between the Oscars and the CFDA Awards.
The Real Aim: Retaining Creators Amidst Competition
This launch comes at a pivotal moment: the race to retain creators is intensifying among Instagram, TikTok, and YouTube.
Meta seeks to bolster the loyalty of its influencers, who drive a significant portion of engagement—and thereby advertising revenue.
Instead of offering financial incentives, the company is banking on prestige and symbolic recognition, with a tangible item (the ring) and exclusive perks on the platform.
According to The Hollywood Reporter, these rings will indeed be made of gold, a detail intended to foster a sense of belonging to a creative elite.
No Cash, But Prestige
The absence of a financial reward has sparked debate. Some interpret it as a sign of budget constraints at Meta, while others commend the initiative for valuing talent over numbers.
Instagram has already spent billions to compensate creators through its bonuses and advertising programs. With “Rings,” the platform is focusing on social and aesthetic recognition, not cash.
And this could pay off: a profile adorned with a golden ring draws attention, increases visibility, and may even enhance partnership opportunities.
Towards an Annual “Social Content Ceremony”?
Instagram Rings could evolve into an annual event, with new categories (fashion, tech, art, activism, etc.) and invitations extended to international creators. This initiative aligns with a broader strategy by Meta: to position Instagram not just as a social network, but as a global artistic showcase.
However, some observers remain skeptical. The concept appears vague:
- What are the precise selection criteria?
- How long will winners retain their privileges?
- And why this unsettling aesthetic inspired by The Ring?
Despite these questions, Instagram Rings signifies a shift in how platforms appreciate their creators. Far from mere algorithms or financial bonuses, Meta is seeking to imbue content creation with emotional and status-based significance.
Time will tell if these rings become a new symbol of digital prestige… or if they will fade into the long list of forgotten experiments by Meta.
