Instagram launches its own ‘Oscars’ for creators: Who can win, what the winners get, and more

Instagram

Instagram is introducing its own version of the Oscars, but for short-form social media content. The platform will honour 25 creators this year through a new awards programme that recognises standout creativity, originality, and cultural influence across Instagram. Winners will be announced on October 16, according to The Hollywood Reporter.

There won’t be any glitzy red carpet or televised ceremony. Instead, honourees will receive a physical ring designed by fashion icon Grace Wales Bonner, along with a digital replica they can flaunt on their Instagram profile and Stories. While the award carries no cash prize, recipients will also get the rare ability to customise the background colour of their profiles — something Instagram has never offered before.

“It’s something that we haven’t really ever done before,” said Eva Chen, Instagram’s head of fashion partnerships. The move nods to the old Myspace and Friendster days when users could tweak their pages, but with a luxury Instagram twist.

Judging duties fall to a mix of insiders and celebrities, including Instagram head Adam Mosseri, filmmaker Spike Lee, and actress Yara Shahidi. With over three billion monthly active users, narrowing it down to just 25 winners wasn’t easy. “We were looking for people who take creative chances and push the envelope,” Chen explained.

The awards won’t have fixed categories like Best Reel or Best Story. Instead, they’ll span diverse communities and creative expressions — from fashion and comedy to social commentary.

Instagram hopes the initiative becomes an annual tradition, celebrating creators who shape online culture. As Chen put it, “We’d love to see how it’s received — and how the winners enjoy the literal Instagram spotlight.”