Meta updates policies to reward original creators and limit reposted content

Meta has announced a series of new measures aimed at ensuring original creators receive proper credit and visibility for the content they produce on Facebook, particularly as short-form video continues to grow across the platform.

The update focuses on improving how Facebook identifies original posts and distributes them across Feed and Reels, while limiting the reach of duplicated or reposted material. The company says the changes are designed to strengthen the platform’s creator ecosystem by rewarding content that is genuinely created or meaningfully developed by the person sharing it.

Meta emphasised the importance of recognising original work on the platform.

“Creators should get credit for the content they make,” the company said, adding that it is continuing to refine how Facebook identifies and prioritises original posts in recommendations.

Prioritising original content

Under the updated system, Facebook’s recommendation algorithms will give greater distribution to posts identified as the original source of a piece of content, while duplicate uploads or reposts may see reduced reach.

The move comes as engagement with original short-form video continues to rise on the platform. According to Meta, views and watch time on original Reels doubled in the second half of 2025 compared with the same period in 2024, highlighting the growing importance of original creator content.

Clearer guidance on what counts as original

Alongside the algorithm updates, Meta has also clarified what it considers “original content.” Creators are encouraged to publish posts that they have produced themselves or that meaningfully transform existing material.

For example, Meta said Reels that selectively incorporate third-party content, such as remixes or overlays, can still be considered original when the creator’s presence adds something genuinely new, such as fresh information, analysis, or a significant enhancement to the storyline.

However, the company noted that certain formats will not be considered original if they add little new value.

“Simply watching along, reacting with facial expressions, stitching multiple clips together, or narrating what’s already on screen, without adding anything meaningful, will be classified as unoriginal and deprioritized in Feed and Reels.”

Content that shows limited originality, such as material reposted without meaningful changes, may also face restrictions on distribution and monetisation opportunities.

Tools to support creators

Meta says it is also strengthening tools that allow creators to report impersonation accounts or identify reposted versions of their content, helping them maintain control over their work and ensuring the original source receives recognition.

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The initiative forms part of Meta’s broader effort to improve the experience for creators on its platforms. By prioritising originality and reducing the reach of duplicated content, the company aims to encourage more authentic storytelling while helping creators maintain visibility for the content they produce.

As competition in short-form video continues to intensify, platforms are increasingly focusing on systems that reward creativity and originality. Meta’s latest update signals a stronger push to ensure that the creators behind the content receive both credit and reach for their work.