We believe that creators should be celebrated for their unique voices and perspectives, not drowned out by copycats and impersonators

We believe that creators should be celebrated for their unique voices and perspectives, not drowned out by copycats and impersonators

But there’s more to do. Too often the same meme or video pops up repeatedly ‑ sometimes from accounts pretending to be the creator and other times from different spammy accounts. It dulls the experience for all and makes it harder for fresh voices to break through.

To improve your Feed, we’re introducing stronger measures to reduce unoriginal content on Facebook and ultimately protect and elevate creators sharing original content.

What’s unoriginal content?

Unoriginal content reuses or repurposes another creator's content repeatedly without crediting them, taking advantage of their creativity and hard work.

We love it when creators reshare content, add commentary in a reaction video or join in on a trend, adding their unique take. What we want to combat is the repeated reposting of content from other creators without permission or meaningful enhancements.

Cracking down on accounts sharing unoriginal content

We're now introducing stronger measures to combat this behavior on Facebook. Accounts that improperly reuse someone else’s videos, photos or text posts repeatedly will not only lose access to Facebook monetization programs for a period of time, but will also receive reduced distribution on everything they share.

In addition, if our systems detect duplicate videos on Facebook, we will reduce the distribution of the copies so that original creators can get the visibility that they deserve. We’re also exploring ways to provide proper attribution to creators. For example, we're testing adding links on duplicate videos that point viewers to the original piece of content.

Best practices to maximize your content’s potential

To ensure your content is set up for success on Facebook, please follow these best practices:

Post original content: Pages and profiles receive the greatest distribution when they consist primarily of original content that you filmed or created. You can share the same content across any of your Pages or profiles.

Make meaningful enhancements: You can use content you're approved to use from other sources, as long as you make it your own through creative editing, voiceover or commentary. These enhancements must be meaningful—simply stitching together clips or adding your watermark does not qualify as meaningful enhancement.

Tell a story: Authentic storytelling resonates with viewers and is more likely to perform well. While you can share any length videos on Facebook, avoid super short videos that offer viewers little value.

Avoid watermarks. Avoid using visible third party watermarks and content that is visibly recycled from other apps or sources.

Use high-quality captions: Keep your captions and hashtags relevant to the content. We’ve found that captions with no links, minimal use of capital letters, and no more than five hashtags perform best.

We will be rolling out these changes gradually over the coming months to help ensure a seamless transition for creators.

Understand issues impacting your distribution

If you’re having trouble understanding why your content is not getting distributed on Facebook, check out our newly launched post-level insights in Professional Dashboard which can help you better understand why your content may not be getting distributed.

You can also now see if you are at risk of content recommendation or monetization penalties in the Support home screen, accessible from your Page’s or professional profile’s main menu. Check your status regularly to make sure you can keep earning and growing.

Our ongoing commitment to elevating authentic creators

Facebook aims to be a place where original content thrives, and creators are rewarded for their hard work and creativity. Stay tuned for more updates on our efforts to support creators like you.

Recently, we launched a long-term initiative to make Feed more relevant and help authentic creators breakthrough, starting first by cracking down on spammy content. We’re making progress ‑ in the first half of 2025, we took action on around 500,000 accounts engaged in spammy behavior or fake engagement, applying measures ranging from demoting their comments and reducing the distribution of their content to preventing these accounts from monetizing. We also took down around 10 million profiles impersonating large content producers.