If you’ve spent any time scrolling through Facebook recently, chances are you’ve seen the same viral posts, videos, memes, or reels over and over, shared by different pages or profiles. Meta has noticed too. And now, they’re doing something about it.
In a big update announced this week, Meta is rolling out new rules to crack down on unoriginal content on Facebook, aiming to give a fairer platform to real creators and discourage spammy reposts that crowd your feed.
This might sound technical, but it’s actually a social media update that could impact how brands, influencers, and regular users engage on Facebook moving forward.
So, What’s Actually Changing?
Meta wants to make Facebook a space where original creators are prioritized, not drowned out by pages and profiles that repost popular content for easy engagement. The company defines “unoriginal content” as anything that’s taken from someone else without permission or significant transformation: including videos, images, memes, and even text-based posts.
This doesn’t mean you can’t be inspired by others or share content that isn’t yours but if you’re reposting without commentary, reaction, edits, or proper credit, your content might start reaching fewer people… or be hidden altogether.
What Happens If You Keep Reposting?
If your Facebook account repeatedly shares unoriginal or duplicated content, Meta is taking it seriously. Such behavior can lead to temporary loss of access to monetization programs like in-stream ads or bonuses.
Additionally, your content reach may be significantly reduced, meaning your posts will show up less frequently in people’s feeds.
Facebook will also actively suppress duplicate content, prioritizing visibility for the original creator instead. To further support authenticity, Meta is testing a feature that automatically adds a link to the original post when duplicate content is detected, ensuring proper credit is given. This move clearly signals Meta’s intention to reward genuine creativity and curb the spread of recycled, viral content.
Why Meta Is Doing This
The Facebook experience has changed a lot in recent years. More creators are turning to the platform to build careers, monetize content, and grow communities. But that success is often undercut when others copy, repost, or steal that content without giving credit.
By prioritizing original content, Meta is addressing a key frustration within the creator economy and sending a message that “copy-paste marketing” is no longer welcome.
It’s also about user experience. Seeing the same TikTok-style video or motivational quote 15 times from 15 different pages doesn’t add value. It clutters the feed and reduces meaningful engagement.
What Counts as “Original” And What Doesn’t?
Meta has laid out clear guidelines to help creators understand what qualifies as original content and what doesn’t under the new rules. Content that is considered original includes videos or images you’ve filmed or designed yourself, as well as clips that feature meaningful edits, such as added voiceovers, reactions, or commentary.
On the other hand, content that may be penalized includes straight reposts from other creators without giving credit, short videos that lack any real value or message. Meta emphasizes that simply stitching together two clips or adding a logo doesn’t make the content original, it’s the thought, creativity, and effort that count.
What This Means for Marketers and Brands
This is especially important if you’re running a social media marketing strategy or managing a brand page. The temptation to ride the wave of viral content is strong but now, the consequences are real.
If your marketing team regularly uses “borrowed” posts or trendy memes to engage followers, you’ll need to shift toward:
- In-house content creation
- Collaborations with original creators
- Thoughtful commentary on curated posts
- Repurposing your own content in fresh formats
Meta’s update also encourages more strategic storytelling, using your voice, your visuals, and your point of view to connect with your audience.
Meta’s Message: Be Original or Be Invisible
Meta’s official statement sums it up:
“Facebook aims to be a place where original content thrives, and creators are rewarded for their hard work and creativity.”
And that’s really the heart of this facebook update, the platform is prioritizing those who bring value, not volume.
This could also be Meta’s broader response to rising AI-generated, low-effort content clogging social feeds. In a digital age where everything can be copied in seconds, authenticity is becoming the most powerful currency.
What Happens Next?
These changes are being rolled out gradually over the coming months, so if you haven’t seen the impact yet, it’s coming. If you’re a creator, this is your time to refocus your content strategy and stand out with something uniquely yours. If you’re a marketer, it’s time to revisit your content calendars and weed out any repost-heavy tactics.
Is This a Good Thing?
Absolutely. These updates may sting for those who relied on easy reposts but for creators and users who value quality, this is a huge win.
It brings Facebook back to its roots: connection, creativity, and community.
So whether you’re building a brand, running a page, or just posting for fun, be real, be relevant, and most importantly, be original.
Follow @AdChronicle for more trending news, latest updates, and marketing insights.
