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Meta's Facebook New Playbook: Prioritizing Originality to Protect and Reward Authentic Creators

In a significant policy shift, Meta is implementing a multi-pronged strategy to devalue unoriginal content on Facebook. This move directly addresses creator complaints about content scraping and impersonation, aiming to create a healthier ecosystem where original work is prioritized for distribution and monetization.

Key Policy Shifts & Implications for Creators:

1. Aggregate Demotion in Recommendations: The core algorithm will now identify and systematically demote content that is "widely reposted" or unoriginal. This means copied content, even if it goes viral locally, will be excluded from central surfaces like Feed and Reels recommendations, drastically reducing its reach.

2. Monetization Lockout: Creators who repeatedly post unoriginal content will be deemed ineligible for Facebook's Partner Monetization Programs (including in-stream ads and Reels Play). This creates a direct financial disincentive for content theft.

3. Account-Level Enforcement: This isn't just a per-video penalty. Habitual offenders will face account-level restrictions, making their entire presence on the platform less visible and shareable.

4. The "Original" Advantage: Meta is testing a new "Original" label to help audiences identify authentic content. Creators should ensure they are posting their own work first to potentially benefit from this future feature and the increased trust it brings.

*Actionable Takeaway: For sustainable growth on Facebook, the strategy must now center on unique, authentic creation. Relying on reposting or rehashing others' viral content will lead to diminished reach and a loss of monetization opportunities.

Compiled By: Target Blog News Media

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