The news: Meta added new tools to detect spammy content and prevent content theft, and tightened its guidelines around what Facebook considers “original content.”

• Content counts as original if it’s created directly by the person or page posting it or if it meaningfully changes existing material—for example by adding new information, analysis, or commentary.
• Simply re-uploading a post, or making low-effort edits like adding captions or changing video speed, will be considered unoriginal and deprioritized in feeds.

Zooming out: Facebook is heavily promoting the creation of original content, which could be caused by creator frustrations around how their posts can be drowned out by spammy content or easily be stolen. As a result, the amount of original social posts on Instagram and Facebook is declining. Facebook will also need to address how places like Reels could become dumps of content from outside platforms like TikTok or YouTube.

AI has aggravated these issues because generative tools make it easier than ever to mass produce “AI slop” and repost low-effort content at scale.

• As genAI images, clips, and meme formats grow, platforms are under more pressure to differentiate between authentic creator work and recycled posts designed to game the algorithm.
• Meta’s update suggests Facebook is trying to protect creator incentives by rewarding original content, rather than simply resharing what already exists.

Why it matters: Meta’s efforts could encourage more posting from creators and help build user trust in what appears in their feeds, both of which support the credibility of influencer marketing on the platform.

• If creators feel their original work is less likely to be buried under reposted or automated content, they may be more willing to invest time and resources into producing content for Facebook.
• For marketers, a feed that surfaces authentic creator posts over recycled material could make branded partnerships more effective and trustworthy to audiences.

Recommendations for brands: Develop partnerships with creators who have strong online presences and a reputation for original, entertaining content.

• Prioritize collaborations that include commentary or unique creative additions to help branded content stand out under Facebook’s evolving guidelines.
• Monitor how Facebook enforces these policies, as changes in what counts as “original” could influence both creator strategy and campaign performance.

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