Instagram’s new “Rings Awards,” designed to celebrate top creators, have drawn criticism online for a profile customization feature that some users say is reminiscent of social media platforms from two decades ago.
The platform announced its inaugural Rings Awards on October 16, honoring 25 creators for their creative use of the algorithm and ability to generate online buzz. Winners receive distinctive profile enhancements.
These enhancements include a shimmering, animated golden ring around their profile picture and the exclusive ability to customize their profile background color.
However, the profile background feature has sparked comparisons on X (formerly Twitter) to Hi5, a social media site popular in the early 2000s. Critics suggest the design harks back nearly 20 years.
Concerns have also been raised that Instagram might eventually extend the profile background customization to all users, though the company has not confirmed any such plans; it remains exclusive to award winners for now.
Instagram stated the awards were established to celebrate bold thinking and action, recognizing creators who use the platform as a “microphone” to build their identity or present powerful narratives.
The golden ring is intended to symbolize creativity beyond mere reach, with Instagram’s artificial intelligence analyzing creators’ innovation and community impact.
For Instagram, the Rings Awards represent a key strategy to redefine digital honors. The virtual rings are seen as a powerful symbol of creators’ ingenuity.