Meta is trialing fresh tools on Facebook to assist content creators in detecting and reporting impersonators, as the firm persists in its endeavors to combat concerns regarding spam-like content.
Last year, the company initiated a crackdown on unoriginal content, specifically targeting posts that repeatedly recycle photos, videos, or text belonging to other individuals. The objective is to ensure that creators who generate original content retain visibility on the platform and can sustain their income streams.
In a recent blog post, Meta highlighted that the prior measures have significantly boosted engagement with original content. The company noted a two-fold increase in both views and viewing time of original posts on Facebook during the latter half of 2025 compared to the corresponding period in the previous year.
Meta also disclosed progress in addressing impersonation, citing the removal of approximately 20 million accounts in 2025 that were engaged in imitating other users. The company stated that reports of impersonation aimed at prominent creators decreased by 33% over the same timeframe.
Through a centralized dashboard, creators will be empowered to spot instances where their short-form videos, known as reels, are reposted by suspected impersonators and can promptly file reports from a unified interface.
Furthermore, Meta is revising its criteria for defining “original content” on Facebook. According to the updated definition, original content encompasses material directly filmed or produced by the creator, as well as posts that modify or enhance existing content by incorporating commentary, analysis, or novel information.
Conversely, content that merely makes minor adjustments to existing material, such as re-uploads, caption additions, or framing another creator’s work, will be classified as unoriginal and might receive lower rankings in Facebook’s recommendation algorithms.