Facebook Steps Up Fight Against Copycats, Rewards Original Creators

Social media giant Meta Platforms has intensified efforts to promote authentic content on Facebook, announcing new measures aimed at rewarding original creators while limiting the reach of copied or low-effort posts across its platform.

The company said it has strengthened its policies for Facebook Reels and the Facebook Feed, prioritising content produced directly by creators and reducing visibility for reposted or lightly edited material. The move is part of a broader strategy to ensure genuine creators are recognised and fairly compensated.

According to Meta, the changes have already shown results. Views and watch time for original Reels nearly doubled in the second half of 2025 compared with the same period in 2024, while opportunities for creators to earn revenue on Facebook have also expanded.

The company has also taken action against impersonation accounts that mimic popular creators. Meta revealed it removed more than 20 million impersonating accounts in 2025, while reports related to impersonation of major creators dropped by 33 percent.

Under updated guidelines, content filmed or produced directly by a creator will qualify as original. Videos that meaningfully transform third-party material — such as adding analysis, commentary or new storytelling elements — may also be considered original. However, simply re-uploading someone else’s content, stitching clips together with minimal edits, or adding superficial changes like borders or captions will be classified as unoriginal and may be deprioritised in recommendations.

Meta warned that accounts repeatedly posting unoriginal content could face reduced distribution, demonetisation, or even removal from recommendation systems.

To further protect creators, Facebook has expanded its content protection tools, allowing users to detect when their Reels are copied across the platform and report impersonators more easily through a unified dashboard.

Meta said the initiative is part of its broader commitment to make Facebook a platform where “creativity is celebrated and rewarded,” ensuring that authentic voices have a stronger chance to grow audiences and generate income.