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Over the past year, we\u2019ve made Facebook Feed and Reels more relevant by <\/span>cracking down on spammy content<\/span><\/a> and making it harder for <\/span>copycats and impersonators<\/span><\/a> to crowd out authentic creator voices. Today, we\u2019re sharing our progress and highlighting how creators who post original content are being rewarded on Facebook.<\/span><\/p>\n We\u2019ve updated our content guidelines to clarify what it means to be \u201coriginal\u201d on Facebook, and we\u2019re starting to roll out new tools to help creators report potential impersonators and protect their work <\/span>\u2014 <\/span>giving them more control over their content, helping them grow their following, and improving the Facebook experience for everyone.\u00a0\u00a0<\/span><\/p>\n We\u2019re 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.<\/span><\/p>\n We\u2019re also tackling impersonation head-on. In 2025, we removed more than 20 million accounts impersonating large content creators<\/span> and impersonation reports related to large content creators dropped by 33%.<\/span><\/p>\n We\u2019ve updated our<\/span> content guidelines<\/span><\/a> 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\u2019s what this means in practice:<\/span> 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.<\/span> 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 <\/span>here<\/span><\/a>.<\/span><\/p>\n We\u2019re not just supporting original content on Facebook, we\u2019re also building new tools to help creators protect their content and grow.<\/span><\/p>\n We launched <\/span>content protection<\/span><\/a> last year to automatically safeguard creators\u2019 original Facebook reels and let them take action when matches to their reels are detected across our platforms. We\u2019re 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.\u00a0<\/span><\/p>\n Creators can check for access to the content protection tool in their professional dashboard or apply for access <\/span>here<\/span><\/a>.<\/span><\/p>\n We\u2019re committed to making Facebook a place where creativity is celebrated and rewarded. With clearer original content guidelines and stronger tools to protect creators\u2019 work, it\u2019s easier than ever for authentic voices to stand out.<\/span><\/p>\n<\/p><\/div>\nMore Views, Higher Payouts, and Fewer Copycats<\/h2>\n
Clearer Guidelines for Original Content<\/h2>\n
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<\/span><\/p>\nNew Tools to Report Impersonation<\/h2>\n
Our Commitment to Creators<\/h2>\n