By Juliet Umeh

Facebook has introduced new updates aimed at rewarding creators who produce original content, providing clearer guidance on what qualifies as original work, stronger protection tools, and greater opportunities for reach and monetization on the platform.

The updates are designed to help creators whose content appears in Facebook Feed and Reels gain more visibility and revenue opportunities, while reducing the spread of unoriginal posts that simply duplicate or slightly modify existing content.

Over the past year, Facebook says its efforts to prioritize originality have already produced measurable results. According to the platform, views and time spent watching original Reels approximately doubled in the second half of 2025 compared with the same period in 2024. The company also stepped up efforts to tackle impersonation, removing more than 20 million accounts in 2025 that were impersonating large content creators. As a result, impersonation reports related to major creators dropped by 33 percent.

As part of the latest update, Facebook has revised its originality guidelines to clearly define what qualifies as original content. Content filmed or produced directly by a creator or the owner of a profile or page is considered original on the platform. Reels that include third-party content may still be regarded as original if the creator adds meaningful value, such as fresh insights, new information, analysis, or a significant improvement to a storyline.

However, the company said content that simply stitches together clips, reacts without meaningful commentary, or makes minor edits to someone else’s work may be considered unoriginal. Posts that re-upload another creator’s content or make low-value changes, such as adding borders, captions, or adjusting playback speed, may see reduced reach on Feed and Reels.

Facebook noted that creators who consistently produce original content could benefit from increased distribution and monetization opportunities, while accounts that repeatedly post unoriginal material may lose eligibility for recommendations and monetization. The company also said creators will have the option to appeal decisions regarding originality as it continues to improve the accuracy of its enforcement systems.

In addition to updated guidelines, Facebook is expanding its content protection tools to help creators better safeguard their work. The tool, which was introduced last year to detect matching reels across Meta platforms, is now being enhanced to also flag potential impersonation. This will allow creators to identify possible copycats and submit reports more easily from a single dashboard.