Instagram has been an incubator for countless micro trends and cultural movements since it first launched back in 2010. So, in a way, it's surprising that it's taken this long for the platform to get into the awards game.
Enter, Instagram Rings — a newly-created prize for the platform’s most culture-defining creators. Announced (on Instagram, obviously) this week, there's just 25 awards up for grabs from the platform's three billion users, with boundary-pushing creativity billed as the main criterion.
Here’s what you need to know about Instagram rings.
What actually is Instagram Rings?
Instagram Rings is being sold as the platform’s answer to major awards shows like the Oscars or the Grammys — but for content creators. According to Instagram, it’s a way to recognise users who are pushing creative boundaries across Reels, Stories, and Lives.
The official Instagram account shared a fairly cryptic reel introducing the awards just yesterday, which you can watch in full here:
View this post on Instagram
Out of more than three billion monthly users, just 25 creators will be chosen to receive a Ring. The overarching goal of the awards is to spotlight in-app originality, experimentation, and influence measured beyond followers and likes.
Who are the judges?
The app has managed to pull together an iconic list of tastemakers to judge the awards. Winners will be selected by a handpicked group of cultural figures, including:
- Eva Chen, Head of Fashion Partnerships at Instagram
- Adam Mosseri, Head of Instagram
- Grace Wales Bonner, designer and creative director of Wales Bonner
- Spike Lee, film director and cultural commentator
- Pat McGrath, makeup artist
- Marc Jacobs, designer
- Yara Shahidi, actress and producer
- KAWS, artist
- Ilona Maher, Olympic rugby player and content creator
When will the winners be announced?
Instagram hasn’t set an exact date yet, but the first-ever Rings recipients will be revealed later this year.
What will the winners receive?
Perhaps unsurprisingly for an app like Instagram, there are both digital and physical components to the award. Each of the 25 winners will receive:
- A physical gold ring, custom-designed by Grace Wales Bonner and presented in a bespoke box, Chen, Mosseri and Wales Bonner developed,
- A golden ring around their Instagram Stories — replacing the app’s usual pink-purple gradient ring
- The ability to customise the background colour of their Instagram profile (a first for the platform)
- A dedicated Spotlight feed within the app, to showcase their work
How do you enter?
In short, you don't.
To be considered for Instagram Rings, all you can do is use your account to the fullest – including engaging with accounts around you – in the hopes that you'll catch the eye of one of the judges, and earn a nomination.
Feature image via Pinterest.
