We want Facebook to be the place where originality thrives and where creators who post original content are rewarded — today we're sharing progress on our commitment to help authentic voices break through on Facebook, including: stronger performance for creators posting original reels, clearer guidelines for what "original" content means, and enhanced tools to protect your work from other people trying to take credit for it.
Facebook is rewarding originality
When you put the time and effort into creating something original, you should be the one who benefits. That's why we've been actively prioritizing original content across Facebook Feed and Reels, while reducing the reach of accounts that repeatedly duplicate another creator's work without adding anything new. Original content is being viewed more frequently across Facebook, and payout opportunities for creators who post original content on Facebook keep growing.
What it means to be "original" on Facebook
We've updated our content guidelines to help creators understand what we consider original, so you can make sure your content is eligible for recommendation in Feed and Reels. Here's what that looks like in practice:
Content filmed or produced directly by a creator or owner of a Profile or Page is considered original content on Facebook.
Reels selectively incorporating third-party content (such as remixes or overlays) are considered original when the focus is an on-screen presence from you presenting something genuinely new — like fresh information, analysis, or substantial improvements to a storyline. 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 is duplicative or involves minor edits to another creator's post will be considered unoriginal and deprioritized. This includes re-uploading posts you weren't involved in creating, or making low-value changes to someone else's content — like adding borders, changing the reel's speed, and inserting captions, among other behaviors listed above and in our help centers.
Creators always have the option to appeal decisions regarding originality, and we are continually working to improve the accuracy of our enforcement. You can learn more about our appeals process here.
Improved tools to protect your work
Creating original content takes time and real talent. You deserve the tools to protect it. That's why we launched content protection: a tool in your Professional dashboard that helps you safeguard your reels from copycats and impersonators. We're now testing enhancements to this tool that make it easier to detect potential impersonation and submit a report, all in one place. This new capability is rolling out to more creators soon. To get started, check for access to content protection in your Professional Dashboard, or apply for access directly.
We believe creators should be celebrated for their unique voices and perspectives — not drowned out by unoriginal content. On top of our enhancements to content protection, we're also taking action on accounts engaged in spammy or fake behavior.
This is just the beginning
When original creators thrive, everyone's experience on Facebook gets better. Clearer guidelines mean you spend less time guessing and more time creating. Stronger protections help keep your work yours. And a platform that actively rewards originality means your hard work pays off on Facebook.
