Facebook is rolling out new, stricter measures to combat unoriginal and spammy content on its platform, aiming to prioritize and elevate authentic creators. The move is part of a long-term initiative to make user feeds more relevant and ensure that unique voices are not overshadowed by copycats and impersonators.
In the first half of 2025, Facebook took action against approximately 500,000 accounts engaged in spammy behavior or fake engagement, implementing penalties ranging from demotion of comments and reduced content distribution to monetization restrictions. Additionally, around 10 million profiles impersonating large content producers were removed.
However, the platform acknowledges there’s still work to be done. “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,” Facebook stated. “It dulls the experience for all and makes it harder for fresh voices to break through.”
Defining unoriginal content
Facebook defines unoriginal content as material that “reuses or repurposes another creator’s content repeatedly without crediting them, taking advantage of their creativity and hard work.” While resharing content with added commentary or unique takes is encouraged, the focus is on combating the repeated reposting of content without permission or meaningful enhancements.
Stronger measures against violators
Accounts found to be improperly reusing others’ videos, photos, or text posts repeatedly will face significant consequences. These include temporary loss of access to Facebook monetization programs and reduced distribution for all their shared content.
Furthermore, Facebook’s systems will now reduce the distribution of duplicate videos, giving original creators the visibility they deserve. The platform is also exploring ways to provide proper attribution, such as testing links on duplicate videos that direct viewers to the original content.
Best practices for creators
To help creators maximize their content’s potential, Facebook advises:
- Post original content: Pages and profiles gain the most distribution when they primarily feature original, self-created content.
- Make meaningful enhancements: When using content from other sources (with permission), ensure creative editing, voiceovers, or commentary are substantial, not just simple stitching or watermarking.
- Tell a story: Authentic storytelling resonates more with viewers. Avoid very short videos that offer little value.
- Avoid watermarks: Refrain from using visible third-party watermarks or content visibly recycled from other apps.
- Use high-quality captions: Keep captions and hashtags relevant, with no links, minimal capital letters, and no more than five hashtags for optimal performance.
These changes will be gradually rolled out over the coming months to ensure a smooth transition for creators.
Facebook is also enhancing its Professional Dashboard with new post-level insights to help creators understand distribution issues. Users can now check their risk of content recommendation or monetization penalties in the Support home screen.
“Facebook aims to be a place where original content thrives, and creators are rewarded for their hard work and creativity,” the platform affirmed, signaling an ongoing commitment to supporting authentic voices.