Instagram Launches New Awards Program to Celebrate Creative Creators
In a move that signals a shift in how social media platforms are recognizing and rewarding creators, Instagram has announced the launch of its first-ever awards program. Set to honor 25 creators who are pushing boundaries and shaping culture, the initiative marks a new chapter in the platform’s relationship with its creative community.
The awards program, which will debut next week, aims to celebrate creators who are making significant impacts through their unique voices and innovative content. A panel of esteemed judges, including Instagram head Adam Mosseri, filmmaker Spike Lee, designer Marc Jacobs, and beauty mogul Pat McGrath, among others, will help select the winners. These creators will receive a custom-designed gold ring by English fashion designer Grace Wales Bonner, as well as a digital badge of honor that will appear as a golden ring around their Instagram profiles. Additionally, winners will have the opportunity to design their own custom “Like” button, adding a personal touch to how their content is celebrated.
While the awards are a nod to creativity and influence, it’s notable that they come without any monetary compensation. Thisdecision stands out at a time when Meta, Instagram’s parent company, has been scaling back its creator payout programs. Over the past few years, Meta has phased out initiatives like ad revenue sharing, Reels bonuses, and affiliate marketing bonuses, leaving many creators seeking alternative ways to sustain themselves financially.
The launch of this symbolic awards program also coincides with a challenging landscape for creators. According to a survey by Kajabi, creators saw a 52% decrease in brand deals in 2024, highlighting the growing competition and saturation in the industry. Additionally, Bank of America has pointed out that the concentration of paid partnerships among top creators has intensified, making it harder for smaller creators to break through.
Instagram’s decision to focus on recognition rather than financial rewards raises interesting questions about what motivates creators and how platforms can support them. While the awards program doesn’t provide direct financial support, it offers something equally valuable: validation and visibility. For many creators, being acknowledged by a major platform like Instagram can open doors to new opportunities, collaborations, and audience growth.
The program is positioned as the “Oscars for content creators,” though without the glitz of a live ceremony. Instead, the focus is on honoring those who take creative risks and inspire others through their work. As Instagram puts it, the awards are about celebrating individuals who “aren’t afraid to take creative chances and do it their way,” bringing people together through their creativity.
Winners will be announced on October 16, and the program will undoubtedly be closely watched by creators and industry observers alike. The response to this initiative will likely reveal whether symbolic recognition, coupled with the prestige of a major platform’s endorsement, is enough to inspire and sustain creators in a competitive and ever-changing digital landscape. For now, it’s a bold step in a new direction—one that emphasizes the value of creativity and impact over direct financial rewards. Only time will tell if this approach will resonate with the creator community and set a new standard for how platforms celebrate their most innovative voices.
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