Facebook Doubles Down on Rewarding Original Content Creators & Tests New Impersonation Tool
Facebook shared updates on its initiative to reward creators who post original content and deprioritize unoriginal content.
It upgraded its guidelines to more clearly define what counts as original versus unoriginal content. Content that is duplicated from other sources or includes only minor changes may no longer be eligible for recommendations or monetization over time.
New Tools to Protect Creators and Combat Impersonation
Facebook is also testing impersonation detection alongside a streamlined reporting feature within its content protection tool launched last year. Creators can view potential impersonation cases and submit reports in one place. Those with content protection tools can access the feature or apply for access here.
Attracting and Retaining Creators
With clearer guidance, the deprioritization of non-original content, and new tools, the platform is strengthening support for original creators. These changes appear to be paying off. Views and time spent watching original Reels roughly doubled in the second half of last year.
On the impersonation front, Facebook removed over 20 million accounts in 2025 that were impersonating large content creators. Impersonation reports related to large creators also dropped by 33 percent.
Over the past couple of years, Facebook has introduced new creation tools, protections, and monetization opportunities to attract creators. No single feature will retain and attract creators on its own, but the platform’s combined initiatives, especially those that improve reach, discovery, and earnings, are likely to appeal to creators.
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