Movies have the Oscars, TV has the Emmys, and music has the Grammys. So why can't one of the world's biggest social platforms join the awards game?
Instagram, a photo and video platform owned by Meta, is launching a new program called Instagram Rings to honor the creativity of its more than three billion monthly active users.
But out of those three billion users, only 25 will be chosen for the Rings.
These selected individuals will receive a physical ring designed by the renowned English fashion designer Grace Wales Bonner, as well as a special digital golden ring for their Instagram profile and stories.
Eva Chen, who leads Instagram's fashion partnerships and helped come up with the idea, says, "We felt it was time to have an award that recognizes people who take creative chances on our platform.
These people are cultural catalysts. They spark conversations and encourage others to express themselves."
Eva Chen, Grace Wales Bonner, and Instagram's head Adam Mosseri will be among the judges for Rings, joined by experts like director Spike Lee, rugby player Ilona Maher, makeup artist Pat McGrath, designer Marc Jacobs, actress Yara Shahidi, artist KAWS, and others.
Chen explains that the judges worked closely with Instagram's own creator teams to narrow down the list from billions to millions to thousands to hundreds before selecting the 25 winners.
"We're looking at a community of three billion people who have a billion different interests," Chen says.
"The criteria were really tough. I'm speaking as a judge, seeing the huge list of nominees and being able to narrow it down just to 25 was a challenge, and I know the other judges felt the same. But really, we were looking for people who take creative chances and who are always pushing the envelope and thinking about new ways to reach their audience."
The winners will come from a variety of content areas, including fashion, makeup, sports, and entertainment, allowing for a wide range of honorees that reflect the diverse Instagram community.
Chen says, "One of the most magical things about Instagram is that it shows every moment of someone's journey.
For something like this Rings program, we're rewarding these creators who have opened up their lives, their art, and their vision across all the different surfaces of Instagram."
Chen notes that when she first joined the company, Instagram was just a feed.
Now, the platform includes Reels, broadcast channels, stories, Threads, and live videos.
"So when we look at these creators, they're multifaceted individuals who can tell stories in so many different ways," she says.
"They're multilingual when it comes to communicating with their followers."
The most interesting part of the Instagram Rings program is what the 25 winners will receive.
They'll get a physical ring in a special box, created by Chen, Mosseri, and Wales Bonner. But they'll also get something unique: the ability to customize their Instagram profile.
If you use Instagram, you know that the ring around your stories is usually an orange-red-pink gradient or green if it's for close friends.
Rings winners will see a unique golden ring around their stories. They'll also get the chance to change the background color of their profile, something only they can do. Their content will be highlighted in their own spotlight and feed within the app.
Chen says, "We're doing something we've never done before—giving these winners the ability to personalize their profile page."
But awards matter when they last.
The Academy Awards were first given almost 100 years ago, the Emmys over 75 years ago, and the Grammys started giving out gold gramophones in 1959. Instagram hopes its Rings program is just the start of a long tradition of honoring its creative community.
Chen says, "Feedback is a gift, as we often say here at Meta, and we'd love to see how it's received and how the winners enjoy the literal Instagram spotlight.
It took a long time for this program to come together—it's the culmination of years of wanting to do something like this and being able to execute it, both product-wise and getting this panel of luminaries together to be judges."
She adds, "They will have to get through this first one, it's been a very long time in the making, but we'd love to continue to recognize and celebrate the artists and voices on Instagram.
It's so important now for creators to take creative chances and to continue to hone their craft and feed themselves on this ever-growing platform. So I think the hope is for us to be able to do this for years to come, and every year, just keep on kind of upping the ante in terms of creativity and spotlights."
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