Facebook’s Crackdown on Reposted Content: What Creators Need to Know

If you’re a content creator, you know that opportunistic individuals and digital miscreants, including hackers, can abuse your image.

Just recently, Meta launched a crackdown on the unoriginal content that has surged through Facebook, such as creative writing, photos and videos.

The wave of impersonators on Meta-owned platforms shouldn’t be taken lightly either. According to a July announcement, at least 10 million profiles impersonating content creators have been removed this year. The social media platform’s efforts in support of content creators also included penalizing 500,000 spammy accounts by demoting comments and content distribution to stop them from monetizing.

“Accounts that improperly reuse someone else’s videos, photos or text posts repeatedly will not only lose access to Facebook monetization programs for a period of time, but will also receive reduced distribution on everything they share,” Meta said. “In addition, if our systems detect duplicate videos on Facebook, we will reduce the distribution of the copies so that original creators can get the visibility that they deserve.”

For authentic creators, this shift towards prioritizing original and value-added content helps ensure that your voice stands out, providing better monetization opportunities, visibility and guidance.

Here are some best practices every creator should follow to avoid penalties, according to Meta:

1.      Post Original Content

The first stepping stone is originality, meaning that Facebook prioritizes content you personally created or filmed. That’s what the algorithm loves—and what audiences crave. Sharing the same content across your own Pages or profiles is fine, but reposting someone else’s video without meaningful additions is not.

2. Make Meaningful Enhancements

Are you wondering if you are allowed to use content from other sources? You can, but only with permission and meaningful enhancements. That means adding voiceovers, creative commentary, or editing that adds unique value to the original. Simply cropping a clip or slapping on a watermark won’t do.

Tip: Ask yourself, “Have I made this my own in a meaningful way?” If the answer is no, the content may get limited distribution.

3. Tell a Story

People connect with stories, not snippets. Create content that draws viewers in – whether educational, entertaining, or emotional. While short videos are allowed, avoid ultra-brief clips and focus on authentic storytelling that reflects your voice instead.

4. Avoid Watermarks

Don’t post content with third-party watermarks or footage recycled from other apps. It signals reused content and could hurt your reach. Meta wants to promote fresh content, not duplicates.

5. Use High-Quality Captions

Less is more when it comes to captions. Let your content do the talking and avoid adding external links and more than five hashtags while using minimal ALL CAPS for best performance.

 Track Your Performance and Avoid Penalties

If your content isn’t getting the reach it deserves, Meta now offers better tools to help you understand what’s happening:

• Post-Level Insights: Available in the Professional Dashboard, these show you why a post may not be distributed, including issues related to originality.
• Support Home Screen: Check whether your Page or profile is at risk of distribution or monetization penalties. It’s accessible from the main menu—make it a habit to monitor your status regularly.

Source: Meta/Facebook

These insights are rolling out gradually, so start checking now to stay ahead of any enforcement changes.

Don’t Just Create—Secure Your Creativity With Bitdefender

Meta’s focus on original content is great news for creators—but increased visibility brings new risks. Creators are frequent targets for phishing, impersonation, and channel takeovers. That’s why Bitdefender Security for Creators is a must-have.

Here’s how it helps:

• 24/7 account monitoring for YouTube. Soon to follow: Instagram and Facebook.
• Real-time alerts for suspicious activity, like name changes or deletions
• Anti-phishing protection to block malicious links from fake sponsorship emails
• Multi-user support, so your entire creative team is protected
• Recovery support if your account is hijacked