Instagram’s “Rings”: A Golden Opportunity or a Gimmick?

Instagram has entered the awards game. The platform’s newly announced “Rings” program,  judged by the likes of Spike Lee, Marc Jacobs and Instagram’s own Adam Mosseri, will honour 25 creators from its three billion users. Each winner will receive a physical ring designed by Grace Wales Bonner and, perhaps more intriguingly, a digital golden ring around their Stories and the ability to customise their profile’s appearance, marking them out as the ‘chosen ones’ of the platform.

There’s no denying, it’s an interesting move, one that falls somewhere between the Grammys and the Met Gala, but the question is: will it become a genuine badge of creative excellence, or just another layer of exclusivity in an already tiered creator landscape?

Recognition or Reinforcement?

On the surface, Rings is a celebration of creativity. A chance to spotlight those who take risks, push boundaries and shape digital culture. But it’s also a mechanism that visibly separates the chosen few from everyone else.

If the winners end up being the ‘usual suspects’, creators with millions of followers, brand deals and global reach, then Rings risks reinforcing an outdated notion: that influence is measured by vanity, not value. The digital gold ring could easily become a symbol of “you can’t sit with us” elitism, widening the gap between emerging creators and the established elite.

But if Instagram uses this moment to champion originality over algorithmic popularity, there’s potential for something truly meaningful. Imagine if the Rings were awarded to creators who’ve built niche communities, driven social movements, or experimented with format and storytelling in ways that have redefined digital creativity. That’s where this initiative could transcend gimmick status and set a genuine new standard.

Instagram Rings: A Gold Standard in the Making?

Instagram’s approach, complete with designer jewellery, celebrity judges and personalised profiles, feels unmistakably American sports-esque. There’s a certain spectacle to it: the gold ring, the presentation box, the idea of being “inducted” into an exclusive club.

It’s performative, yes, but performance has always been part of creator culture. Recognition matters. Platforms thrive on symbols of status because they fuel aspiration, engagement and, ultimately, retention. For creators, that validation isn’t trivial. Being publicly celebrated by the platform they’ve helped shape has tangible professional value.

If Instagram commits to making Rings an annual tradition, with transparent criteria and consistent recognition of creative risk-taking, it could become a true gold standard for creative influence. But as with any awards program, credibility depends on longevity and on who wins first.

The Risk of Rewarding Popularity

Disrupt’s take? We’re cautiously optimistic. The intention is strong, celebrating creators who “spark conversations” and “take creative chances,” as Eva Chen describes. But the execution will define its impact.

In the creator economy, the lines between creative influence and commercial influence are increasingly blurred. If Rings rewards only the latter,  those already validated by brand partnerships or follower counts, it will struggle to hold cultural weight. The real opportunity lies in rewarding genuine influence: creators who move audiences not because they’re everywhere, but because what they say matters.

That’s the difference between being famous and being influential. The most powerful creators aren’t those who dominate feeds, but those who shift perspectives, inspire participation and challenge conventions. That’s what the creator economy needs more of and what Instagram, with its global reach, has the power to elevate.

As our Creative Strategist, Mike Ruxton, puts it:

“At Disrupt, we believe that true influence is earned through impact. Quality, not quantity. Creators who can ignite conversations, lend real credibility to brand partners, and craft content that evokes emotional reactions. That’s genuine influence – not just reach on a media plan, but resonance with audiences.”

Instagram’s Rings could be the start of a new era where platforms take genuine influence seriously. Or it could be another glimmering signal in a noisy ecosystem. Either way, it’s a conversation worth having, and one that shines a light on the evolving relationship between creators, platforms and the audiences that shape them.