Meta Rolls Out New Tools to Fight Spam and Champion Authentic Creators on Facebook

In a move to elevate content quality and empower original voices, Meta has unveiled new updates aimed at reducing spammy content on Facebook. These changes are part of a wider effort to improve the Feed experience and reward creators who consistently produce engaging and original posts.

The latest measures are intended to ensure users see more relevant and meaningful content, while cutting down the reach and monetisation potential of posts that seek to manipulate engagement or game the algorithm.

Speaking about the update, Oluwasola Obagbemi, Head of Communications for Sub-Saharan Africa at Meta said, “We’ve heard from users that Facebook Feed doesn’t always surface fresh and engaging content that people enjoy, and spammy posts often crowd out authentic voices. Our goal is to continue creating an environment where creators who invest in meaningful content are recognised and rewarded. These changes are part of our long-term investment in making Facebook a platform where creators can grow and people can connect through high-quality content.”

Key highlights of the update include:

Reduced reach for spammy content:
Content farms and spam networks that mass-produce identical posts or rely on excessive hashtags and irrelevant captions will now face limited visibility. These accounts will also be disqualified from monetisation programs.

Stronger actions against fake accounts and impersonators:
Meta is ramping up enforcement to detect and remove fake pages and accounts that engage in deceptive engagement tactics or impersonation. In 2024, more than 100 million fake pages and 23 million impersonating accounts were taken down. New features in Moderation Assist will now help detect and auto-hide comments from suspicious users, and creators can report impersonators directly in their comment threads. Meta is also piloting a feature to let users flag off-topic or disruptive comments.

Improved tools for creator protection and content ownership:
Enhancements to Rights Manager are helping creators safeguard their original work, and updated best practices are being shared to guide creators in building authentic engagement on the platform.

To find out more about these updates and Meta’s ongoing investment in content integrity and creator success, visit here.