Meta has updated Facebook’s original content guidelines and is rolling out new impersonation-detection capabilities within its content protection tool.

According to Meta’s announcement, views and time spent watching original Reels on Facebook approximately doubled in the second half of 2025 compared with the same period in 2024. The company attributed the growth to efforts to prioritize original content in Facebook Feed and Reels while reducing the reach of unoriginal content. Payout opportunities for original creators on Facebook have continued to grow alongside the expanded distribution, Meta said.

Meta also reported removing more than 20 million accounts impersonating large content creators in 2025, with impersonation reports related to large content creators dropping 33% over the same period.

What Counts as Original

Under the updated guidelines, content filmed or produced directly by a creator or owner of a Profile or Page qualifies as original. Reels that incorporate third-party content, such as remixes or overlays, can also qualify as original when the creator presents genuinely new content, such as fresh information, analysis, or substantial improvements to a storyline.

Facebook will deprioritize content it classifies as unoriginal, including reaction videos that rely on facial expressions without substantive added commentary, stitch compilations, and narration of on-screen content without meaningful additions. Re-uploads of content the Page or Profile had no role in creating, or posts featuring only low-value edits such as added borders, inserted captions, or speed changes, will also be deprioritized.

Creators who primarily post unoriginal content may have their accounts deemed non-recommended and demonetized. Creators can appeal originality decisions through Facebook’s appeals process.

Impersonation Detection Tools

Meta launched its content protection tool in 2025, giving creators automatic protection for original Facebook Reels and the ability to take action when matches are detected across Facebook and Instagram. The tool uses the same matching technology as Meta’s Rights Manager.

The company is now testing enhancements to content protection that will also detect potential impersonation and allow creators to submit reports from a single interface. The update is rolling out to more creators using content protection.

Creators can check whether they have access to the content protection tool in their Professional Dashboard or apply for access on Facebook’s website.

Creator Actions on Matches

When the system detects a match, creators can choose from three actions: track the matching Reel while monitoring its performance, block the Reel from appearing on Facebook or Instagram, or release the claim entirely. Creators can revisit and change their chosen action at any time.

Meta also allows creators to add specific accounts to an allow list, preventing notifications from those accounts from being generated.

Image source: Meta