Meta is currently trialing fresh features on Facebook aimed at assisting content creators in recognizing and reporting impersonators, as the company persists in its efforts to combat spam-like content.
Last year, Meta commenced a crackdown on unoriginal content, specifically targeting posts that repeatedly recycle other individuals’ photos, videos, or text. The purpose of this initiative is to safeguard that creators who produce original content maintain visibility on the platform and continue to earn income from their creations.
In a recent blog post, Meta stated that the previous changes led to a substantial uptick in engagement with original content. The company reported that both views and the duration of time spent viewing original posts on Facebook nearly doubled in the latter half of 2025 compared to the same period in the preceding year.
Furthermore, Meta disclosed advancements in its efforts to combat impersonation, indicating that it deactivated approximately 20 million accounts in 2025 that were discovered to be mimicking other users. The company mentioned that instances of impersonation aimed at prominent creators decreased by 33 percent during that timeframe.
Meta revealed that creators will now have access to a centralized dashboard to identify cases where their short-form videos, referred to as reels, are shared by suspected impersonators. This platform will also enable creators to submit reports directly from a unified interface.
Moreover, Meta announced updates to its criteria for defining “original content” on Facebook. According to the revised guidelines, original content encompasses material that is directly filmed or produced by the creator, as well as posts that modify existing content by incorporating commentary, analysis, or new information.
Conversely, content that involves minimal alterations to existing material, such as reposts, additional captions, or framing another creator’s work with borders, will be categorized as unoriginal and may receive lower rankings in Facebook’s recommendation algorithms.
