Facebook has announced a series of updates aimed at strengthening support for original content creators, introducing clearer guidelines on originality, expanding tools to combat impersonation and reducing the reach of copied or low-value content.
The platform said the changes are designed to help creators who produce original material gain greater visibility and monetisation opportunities, while ensuring stronger protection for their work across Facebook’s Feed and Reels.
According to Facebook, efforts over the past year to prioritise authentic content have already delivered measurable results. Both views and time spent watching original Reels on the platform nearly doubled in the second half of 2025 compared with the same period in 2024.
The company has also intensified its efforts to tackle impersonation. In 2025 alone, Facebook removed more than 20 million accounts that were impersonating prominent content creators, while reports related to impersonation of major creators fell by 33 per cent.
Clearer rules on what counts as original content
As part of the update, Facebook has revised its originality guidelines to give creators clearer direction on the type of content that qualifies for recommendations and monetisation.
Content filmed or produced directly by the creator or owner of a page or profile is considered original. Videos that incorporate third-party material, such as remixes or overlays, can still qualify as original if the creator adds meaningful value through new insights, commentary, analysis or creative storytelling.
However, content that simply stitches together existing clips, adds minor edits such as captions or borders, or re-uploads material created by others without meaningful transformation will be considered unoriginal. Such posts may see significantly reduced reach and could be excluded from recommendations in Feed and Reels.
Facebook added that accounts that consistently publish unoriginal content could also lose eligibility for monetisation or recommendations.
Creators will retain the option to appeal decisions regarding originality, while the company said it is continuing to refine its systems to improve enforcement accuracy.
New tools to tackle impersonation
Facebook is also expanding tools designed to help creators protect their work and identity on the platform.
The company launched a content protection feature last year that automatically safeguards original Facebook Reels and alerts creators when similar content appears across Meta platforms. The tool is now being enhanced to detect potential impersonation, enabling creators to report suspicious accounts and content theft more easily in one place.
The updated feature is currently being tested and will gradually roll out to more creators.
Facebook said the latest measures form part of its broader push to make the platform a space where original creativity is rewarded and authentic creator voices are prioritised.
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