Over the past year Facebook has been quietly making some big changes behind the scenes. If you are a creator who actually makes your own content, these changes are good news.
For a long time one of the biggest frustrations on the platform was watching copycat accounts take someone else’s videos, repost them, and sometimes even outperform the original creator. Anyone who has spent time creating content knows how discouraging that can be. Facebook was being flooded with reaction videos where someone used a green screen with no effort to add any value along with other videos that are unoriginal.
Facebook recently shared some updates about how they are addressing this problem, and the direction they are moving in is pretty clear. They want to prioritize original content and make it harder for spam accounts and impersonators to dominate the feed.
As someone who spends a lot of time studying how content performs on the platform, I think this shift is important for creators to understand. Please keep in mind that changes have been in effect over since mid-2025, but often times it takes longer to see actual results of the changes being implemented.
Facebook is pushing original content harder than before
Facebook has been adjusting the way Feed and Reels distribute content. The goal is to give more visibility to creators who are actually producing their own work instead of reposting or recycling someone else’s videos.
According to the data they shared, something interesting happened in the second half of 2025. Views and watch time on original Reels nearly doubled compared to the same period the year before.
That is a pretty strong signal that the platform is intentionally boosting original creators.
For anyone building a page or brand, this reinforces something I have been saying for a while. The safest long term strategy on Facebook is creating content that is actually yours.
Facebook is also removing impersonation accounts
Another major issue Facebook has been working on is impersonation.
If you have ever grown a page with a decent following, you have probably seen fake accounts appear pretending to be you or reposting your content as if they created it.
Facebook reported that in 2025 they removed more than twenty million accounts that were impersonating large creators. On top of that, reports of impersonation dropped by about one third.
That does not mean the problem is completely solved, but it does show they are actively working on it.
For creators who rely on their content for growth or income, this is a step in the right direction.
What Facebook now considers “original content”
Facebook also clarified how they define original content. This matters because the algorithm uses this definition when deciding what to distribute and recommend.
In simple terms, content that you film or produce yourself is considered original.
That includes videos where you are the one creating the footage, presenting information, telling a story, or adding meaningful commentary.
There is also room for remix style content, but only if the creator is adding something new. If a video includes third party clips but the creator is on screen providing analysis, commentary, or transforming the idea in a meaningful way, Facebook still considers that original.
Where things start to get risky is when a post is basically someone else’s content with very minor edits.
Simply reposting someone else’s video, adding a border, changing the speed, or stitching clips together without adding real value will likely be treated as unoriginal. When Facebook detects that kind of behavior, the content can be deprioritized in Feed and Reels.
If a page consistently posts unoriginal content, it can even become non recommendable and lose monetization eligibility.
What this means for creators
For creators who are serious about growing on Facebook, this update reinforces a simple principle.
Original content wins.
That does not mean every video needs to be complicated or high production. In fact, many of the best performing posts are simple ideas filmed with a phone.
What matters is that the content is genuinely yours and that you are adding something new to the conversation.
If you are posting reactions, commentary, storytelling, or educational content, make sure your perspective is actually part of the video. Simply watching a clip or repeating what is already happening on screen is unlikely to perform well moving forward.
The algorithm is increasingly looking for creators who bring their own voice to the platform.
If you’re a creator experimenting with growth, monetization, or AI tools, you might enjoy Creator Studio Club.
It’s a place where creators share what they’re testing, what’s working, and what’s not.
No spam. No guru nonsense. Just builders.
👉 Join the Discord: Creator Studio Club
