Facebook is stepping up its efforts to reward original creators while cracking down on impersonation and reposted content across the platform, in response to a surge in low-quality and duplicated posts that have made it harder for original creators to stand out.
Facebook pushes original content
Facebook says it is now prioritizing original content more aggressively in Feed and Reels. To qualify as original, content must be created or meaningfully developed by the person posting it, not simply reuploaded or lightly edited.
For instance, videos that add new commentary, analysis or storytelling may still be considered original. However, content that only includes minor changes such as captions, borders or speed edits will likely be deprioritized.
Crackdown on impersonation
Alongside these changes, Facebook is also expanding tools designed to combat impersonation, a growing issue for creators. The company says it removed more than 20 million accounts impersonating large creators in 2025, while reports of impersonation dropped by 33% over the same period.
To build on that progress, Facebook is now testing upgrades to its content protection system. The tool can already detect duplicate videos and help creators take action, making it easier to spot impersonators and submit reports from a central dashboard.
Prioritizing original content
Those who produce unique videos or add meaningful value to existing content are more likely to benefit from increased reach and monetization opportunities. Meanwhile, accounts that rely on reposts or minimal edits may see reduced visibility, or even lose access to monetization features.
The new impersonation tools also offer more protection, especially for larger creators who are more likely to have their content copied or accounts imitated.