Facebook Rolls Out New Measures to Boost Original Content and Protect Creators

Facebook has announced a fresh set of updates aimed at prioritising original content and strengthening support for creators, as the platform continues its push to reward authenticity and reduce duplicate material.

The latest changes introduce clearer guidelines, enhanced protection tools and algorithm updates designed to give creators who produce original work greater visibility, reach and monetisation opportunities.

Stronger Focus on Original Content

According to Facebook, the platform has already made significant progress over the past year in promoting authentic content. Notably, both views and watch time for original Reels nearly doubled in the second half of 2025 compared to the same period in 2024, highlighting a growing appetite for unique creator-driven content.

At the same time, efforts to combat impersonation have intensified. In 2025 alone, Facebook removed more than 20 million fake accounts posing as major creators, while impersonation reports dropped by 33 percent.

Clearer Guidelines for Creators

A key highlight of the update is the introduction of new Originality Guidelines, giving creators clearer definitions of what qualifies as original versus unoriginal content.

These guidelines aim to help users better understand what types of posts are eligible for recommendations across Feed and Reels, as well as which content can be monetised.

Crackdown on Duplicate Content

Facebook is also taking a firmer stance against reposted or low-effort content. Posts that are duplicated from other sources, or that make only minor edits to existing content, may now see significantly reduced reach.

Accounts that consistently share unoriginal material risk losing access to recommendations and monetisation features altogether, signalling a stronger shift toward rewarding creativity and originality.

Enhanced Protection Tools

To further safeguard creators, Facebook is expanding its content protection tools. Initially designed to detect duplicated Reels across platforms under Meta, the system will now also flag potential impersonation cases.

This upgrade allows creators to report both content theft and impersonation from a single dashboard, making it easier to take action against misuse. The feature is expected to roll out to more users in the coming months.