In an effort to improve content quality and support creators, Meta has announced new updates for Facebook that focus on promoting original posts while reducing the visibility of copied content on the platform.
The company said the updates are designed to improve content recommendations in Feed and Reels, while also reducing spam and imitation accounts. Along with these changes, Meta has introduced clearer guidelines explaining what qualifies as original content and how such posts will be treated in recommendations.
Meta strengthens rules on copied content
Meta said it has spent the past 1 year working to reduce spam and copied posts that often overshadow original creators. The platform will now prioritise content created directly by the account owner.
According to the company, as the distribution of original content increases across Feed and Reels, creators are also seeing more opportunities to earn payouts.
Updated guidelines for original content
Meta has clarified the rules that determine what counts as original content on Facebook.
- Content created directly by the account owner:
Videos filmed or produced by the creator who owns the page or profile will be treated as original content. - Use of third-party content with meaningful additions:
Reels that include clips from other sources can still be considered original if creators add new information, analysis or a different perspective. However, simple reactions, watching along with a video, stitching clips together or narrating what is already shown without adding new value may be treated as unoriginal and could appear less often in Feed and Reels. - Reuploads or minor edits may be limited:
Posts that copy another creator’s content or make small changes may be treated as unoriginal. This includes reposting someone else’s video without participating in its creation or making minor edits such as adding borders, captions or adjusting playback speed. - Creative transformations may receive wider reach:
Content that significantly transforms existing material with new ideas or creativity may still qualify for recommendations and gain wider distribution. - Accounts sharing copied content may face restrictions:
Meta said creators who repeatedly post unoriginal content may see their reach reduced. In some cases, their accounts could become ineligible for recommendations or monetisation if the pattern continues. - Appeal option available:
Creators can appeal if they believe their content has been wrongly flagged as unoriginal. Meta said it is continuing to improve its review process.
New tools to report impersonators
Meta also said it is upgrading tools that help creators protect their work. The company launched a content protection system last year that automatically detects when original Reels appear elsewhere across its platforms.
The company is now testing updates that can also detect possible impersonation and allow creators to report it from a single place. Meta said the feature will soon be available to more creators who use the content protection tool in their professional dashboard.
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