Instagram is showering its most outstanding content creators with lavish gifts as part of a brand-new reward program. The platform announced it will be awarding 25 top creators with exclusive gold rings and a special badge displayed next to their usernames.
This initiative marks a shift from purely monetary incentives, focusing instead on recognizing and celebrating exceptional talent within the Instagram community. The selection process will be overseen by a prestigious judging panel, including Instagram CEO Adam Mosseri, renowned film director Spike Lee, fashion designer Marc Jacobs, and tech YouTuber Marques Brownlee.
Brownlee, in a statement to CNBC, emphasized that the program is “less about the money and more about recognition for creators who are consistently pushing boundaries and creating engaging content.” The gold ring serves as a symbol of achievement and a visible marker of excellence within the platform.
Beyond the gold rings and badges, participating creators will also gain access to exclusive customization options for their profiles. This includes the ability to change the background of their accounts and personalize the “like” button that appears on their posts, further enhancing their brand identity and allowing them to stand out from the crowd.
Instagram describes the program as an award for “sheer creativity,” indicating that the selection criteria go beyond simply having a large follower count. The platform is prioritizing originality, innovation, and the overall quality of content when choosing the recipients of these golden gifts. This new system seeks to reward quality over quantity of content.
The launch of this program comes after Meta, Instagram’s parent company, discontinued its previous bonus program in 2023, which paid creators based on the views their short-form videos received. This decision sparked criticism from many creators who relied on the bonus payments as a source of income. In 2024, Mosseri acknowledged the discontent and announced that Instagram was working on a new rewards program to better support its content creators.
This new initiative appears to be Instagram’s response to that feedback, pivoting away from direct financial compensation and towards a more symbolic and exclusive form of recognition. By offering unique perks and showcasing top talent, Instagram aims to foster a thriving and innovative community, encouraging creators to continue pushing the boundaries of digital storytelling. The platform clearly hopes to incentivize its most talented users to continue creating high-quality, engaging content, solidifying Instagram’s position as a leading platform for digital creators and influencers. This new program is expected to further boost creator morale and encourage even greater innovation on Instagram.
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