Facebook will penalize creators who repost unoriginal content

Facebook is taking a firm stance against content duplication on its platform, introducing new rules that target creators who consistently repost other users’ work. As part of its broader effort to reduce spam and highlight original content, Meta announced this week that creators who repeatedly publish reused videos, photos, or written posts will face penalties, including losing access to monetization tools and experiencing decreased visibility for their posts.

In a blog post published on Monday, Meta addressed the growing issue of recycled content flooding Facebook feeds. The company noted that repetitive memes and videos often circulate from multiple accounts, some of which falsely present themselves as the original creators. According to Meta, this kind of behavior diminishes user experience and makes it harder for authentic voices and fresh content to gain traction.

To combat this, Facebook is deploying systems that detect duplicate videos and will reduce their distribution accordingly. The aim is to prevent reposted content from siphoning views and engagement away from the original source. Meta also shared that it’s currently experimenting with ways to credit creators more transparently. One solution being tested includes adding links that direct viewers back to the original content, giving due recognition to those behind the work.

The rollout of these updates will be gradual over the coming months. Meta did not specify whether similar changes will be implemented across its other platforms, such as Instagram and Threads, although concerns around repetitive content are shared across its ecosystem.

This latest initiative fits into Meta’s larger campaign to clean up spam and fake engagement on Facebook. In the first half of 2025 alone, the company says it has already taken action against approximately 500,000 accounts found to be engaging in spam-like behavior. By curbing unoriginal content and promoting genuine creativity, Facebook hopes to improve the overall quality of what users see in their feeds.

The rise of generative AI has made it easier than ever to mass-produce videos, memes, and other types of content. This has led to a surge in reposted and low-effort material, not just on Facebook but across social media platforms. YouTube, for example, recently updated its own policies to address the growing issue of spammy, repetitive videos, signaling an industry-wide shift toward valuing originality and user engagement over volume.

While Meta’s policy is tough on those who habitually copy and repost content, it doesn’t target creators who put in effort to add value to reused material. Facebook clarified that users who remix, comment on, or transform existing posts—such as through reaction videos, parodies, or trend participation—should not be impacted by the new rules. What matters, according to Meta, is whether the content includes a “unique take” that adds to the original rather than simply recycling it.

To help content creators navigate these changes, Meta included several best practices in its announcement. These include adding voiceovers, commentary, or meaningful edits when resharing existing content. The company also advised against using media with visible third-party watermarks or content clearly lifted from other platforms or apps without modification.

This move signals a shift in Facebook’s priorities when it comes to content quality and creator support. With users increasingly voicing frustration over the sameness of content in their feeds, and as competition from platforms like TikTok and YouTube intensifies, Facebook appears to be doubling down on its commitment to elevate authentic creators and clamp down on low-effort duplication.

By tightening control over monetization and content distribution, Meta is sending a clear message: creators must bring originality to the table if they want to grow and earn on Facebook. As these updates take effect, content creators will need to be more mindful of how they share material—and ensure they’re doing so in a way that adds value, rather than simply echoing what’s already out there.