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Instagram is awarding its top 25 content creators with golden gifts as part of a new program launched to reward outstanding creators, according to a report by CNBC.

The gifts include a pure gold ring along with a new badge displayed next to their accounts on the platform. Creators will be selected by a judging panel that includes Adam Mosseri, the platform’s CEO, film director Spike Lee, designer Marc Jacobs, and tech YouTuber Marques Brownlee.

This move comes after Meta discontinued its previous rewards program, which paid creators money based on views of short videos. Meta ended that program in 2023, and in 2024 Mosseri said the platform was working on a new rewards program following backlash over the old program’s cancellation.

Brownlee told CNBC that the new program is not about financial rewards but rather a form of recognition for outstanding creators.

Creators participating in the program can also change their account backgrounds and customize the like button displayed on their profiles.

The report notes that YouTube has paid over $100 billion to creators in the past four years as part of its rewards program, despite creators experiencing a drop in earnings exceeding 50% in 2024 alone.

The platform describes the new program as an award for creativity, indicating that additional criteria beyond follower count are used to select winners of these gifts.

It is unclear whether the program will continue long-term or if it is just an annual awards event similar to the Oscars, as the company has not clarified this.