Every day, more than 2 billion people come to Facebook. To help creators reach this massive audience, we show public creator content in Feed to people who may be interested. That said, we’ve seen that some accounts try to game the Facebook algorithm to increase views, reach a higher follower count faster or gain unfair monetization advantages. These hacky behaviors make it harder for authentic creators to reach a new audience, get discovered by people who might enjoy their content, and grow.
We’re committed to making Facebook a place where authentic creators can succeed, so today we’re announcing a long-term initiative to make Feed more relevant and help creators break through, starting first with cracking down on spammy content.
In its place, we’ll prioritize content from creators who share original content and authentically engage with their audience.
Here’s what creators can do to be successful:
Post quality original content with consistency. Post regularly and focus on creating high quality, original content to keep audiences engaged. Experiment with what works with your audiences by checking your insights in Professional Dashboard.
Focus on authentic, engaging content. Prioritize authentic content and engage in meaningful interactions such as comments and shares with your audience. Examples include: (1) Content that fosters meaningful interactions like answering questions and sharing with others (2) Collaborations with other creators (3) Topics that resonate with current events or trends. Need inspiration? Check out Inspiration Hub where you can find popular hashtags, trending songs and templates you can use as you develop your own content.
Keep your captions and hashtags relevant to the content. We’ve found content with no more than 5 hashtags performs best. Irrelevant hashtags can cause your content's reach to suffer in the long run.
Moving forward, we’re taking a number of steps to reduce spammy content to help authentic creators reach an audience and grow.
Lowering the reach of accounts sharing spammy content
Some accounts post content with long, distracting captions, often with an inordinate amount of hashtags. While others include captions that are completely unrelated to the content – think a picture of a cute dog with a caption about airplane facts. Accounts that engage in these tactics will only have their content shown to their followers and will not be eligible for monetization. 
Spam networks often create hundreds of accounts to share the same spammy content that clutters people’s Feed. Accounts we find engaging in this behavior will not be eligible for monetization and may see lower audience reach.
Investing more to remove accounts that coordinate fake engagement and impersonate others.
Spam networks that coordinate fake engagement are an unfortunate reality for all social apps. We're going to take more aggressive steps on Facebook to prevent this behavior. For example, comments that we detect are coordinated fake engagement will be seen less. We also continue to monitor and remove fake pages that exist to inflate reach – in 2024 we took down more than 100 Million fake Pages engaging in scripted follows abuse on Facebook. Along with these efforts, we’re also exploring ways to elevate more meaningful and engaging discussions. For example, we’re testing a comments feature so people can signal ones that are irrelevant or don't fit the spirit of the conversation.
Creators are often targets of other accounts pretending to be them. In 2024, we took down over 23 million profiles that were impersonating large content producers. While we’ve made a lot of progress, there’s more work to do. In addition to the proactive detection and enforcements we have in place to identify and remove imposters, we’ve added features to Moderation Assist, Facebook’s comment management tool, to detect and auto-hide comments from people potentially using a fake identity. Creators will also be able to report impersonators in the comments.
Continuing to protect and elevate creators sharing original content
The content that creators share is an expression of themselves. When other accounts reuse their content without their permission, it takes unfair advantage of their hard work. We continue to enhance Rights Manager to help creators protect their original content. We’re also providing guidance to help creators making original, engaging content succeed on Facebook.
This is just some of the many investments to ensure creators can succeed on Facebook, and we want the creator community to know that we're committed to rewarding creators who create and share engaging content on Facebook.
