TAKEAWAYS
- We’re sharing our progress on rewarding creators who post original
content on Facebook with greater reach and monetization, while
deprioritizing unoriginal content. - We’ve updated our original content guidelines to give creators more
clarity on how to get their work seen and recommended in Feed and Reels. - We’re also testing enhancements to our content protection tool to
help creators more quickly detect potential impersonation across our
platforms and submit reports more easily.
Over the past year, we’ve made Facebook Feed and Reels more relevant
by cracking down on spammy content [6] and making it harder for copycats
and impersonators [7] to crowd out authentic creator voices. Today,
we’re sharing our progress and highlighting how creators who post
original content are being rewarded on Facebook.
We’ve updated our content guidelines to clarify what it means to be
“original” on Facebook, and we’re starting to roll out new tools
to help creators report potential impersonators and protect their work
— giving them more control over their content, helping them grow their
following, and improving the Facebook experience for everyone.
MORE VIEWS, HIGHER PAYOUTS, AND FEWER COPYCATS
We’re committed to prioritizing original content in Facebook Feed and
Reels, while reducing the reach of unoriginal content. These efforts
have driven measurable impact: both views and time spent watching
original Reels on Facebook approximately doubled in the second half of
2025, compared with the same period in 2024. As we invest in expanding
distribution for original content across Feed and Reels, payout
opportunities for original creators on Facebook continue to grow.
We’re also tackling impersonation head-on. In 2025, we removed more
than 20 million accounts impersonating large content creators and
impersonation reports related to large content creators dropped by 33%.
CLEARER GUIDELINES FOR ORIGINAL CONTENT
We’ve updated our content guidelines [1] to more clearly define what
kind of content is classified as original, encourage high-quality
content production, and improve what is shown in recommendations.
Here’s what this means in practice:
- Content filmed or produced directly by a creator or owner of a
Profile or Page is considered original content on Facebook. - Reels selectively incorporating third-party content (such as remixes
or overlays) are considered original when the focus is an on-screen
presence from a creator presenting something genuinely new — like
fresh information, analysis, or substantial improvements to a storyline.
Simply watching along, reacting with facial expressions, stitching
multiple clips together, or narrating what’s already on screen —
without adding anything meaningful — is considered unoriginal and will
likely be deprioritized in Feed and Reels. - Content that is duplicative or involves minor edits to another
creator’s post will be considered unoriginal and deprioritized. This
includes re-uploading posts the Page or Profile had no role in creating,
or making low-value changes to someone else’s content like adding
borders, inserting captions, and changing the reel’s speed, among the
behaviors shared here and in our help center.
When creators transform content with creativity, their videos will be
eligible for recommendation in Reels and Feed, and may benefit from
increased distribution. Creators who are not adding substantial creative
value will see their content deprioritized, and they may see their
account deemed non-recommendable and demonetized, if they continue to
post primarily unoriginal content.
Creators always have the option to appeal decisions regarding
originality, and we are continually working to improve the accuracy of
our enforcement. Creators can learn more about our appeals process here
[8].
NEW TOOLS TO REPORT IMPERSONATION
We’re not just supporting original content on Facebook, we’re also
building new tools to help creators protect their content and grow.
We launched content protection [2] last year to automatically safeguard
creators’ original Facebook reels and let them take action when
matches to their reels are detected across our platforms. We’re now
testing enhancements to this tool that will also detect potential
impersonation and make it easy for creators to submit reports, all in
one place. This new capability will be rolling out to more creators
using content protection soon.
