Facebook removes 20m fake creator accounts as it boosts original content

Facebook said it removed more than 20 million accounts impersonating major content creators in 2025, as the platform intensified efforts to promote original content and curb copycat posts.

The social media platform, owned by Meta Platforms, said the action is part of a broader push to ensure creators who produce original videos and posts gain greater reach, stronger protection and more opportunities to earn money.

The company said impersonation reports linked to large creators dropped 33 percent in 2025 following the crackdown.

Facebook has been increasing its focus on original content over the past year, particularly on its short-video product, Reels. According to the company, both views and time spent watching original Reels nearly doubled in the second half of 2025 compared with the same period in 2024.

The platform said the growth shows that efforts to highlight authentic content while reducing the spread of copied material are starting to reshape how videos are discovered and shared.

As part of the latest update, Facebook has introduced clearer guidelines defining what counts as original content, helping creators understand which posts are eligible for recommendations in Feed and Reels and which can qualify for monetization.

Under the updated rules, videos filmed or produced directly by a creator are considered original. Content that simply republishes another creator’s video, or makes only minor changes such as adding captions, borders or speed adjustments, may be classified as unoriginal and see reduced distribution.

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Accounts that repeatedly post duplicated content could also lose eligibility for recommendations or monetisation, the company said.

Facebook said it will continue to allow creators to remix or use third-party clips if they add meaningful creative input, such as analysis, commentary, storytelling or new context.

Alongside the policy changes, the platform is expanding tools aimed at protecting creators from content theft and impersonation.

A content protection feature introduced last year can automatically detect matches to a creator’s original Reels across Meta’s platforms. The company said it is now testing improvements that will also flag potential impersonation accounts, allowing creators to submit reports and take action from a single dashboard.

The upgraded tools will gradually roll out to more creators, who can check availability through their professional dashboard.

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The changes come as major social media companies compete to attract video creators and viewers in the rapidly growing short-form video market, where platforms such as TikTok and YouTube Shorts have driven intense competition for attention and advertising revenue.

By tightening rules around copied material and impersonation, Facebook said it aims to create a platform where original creators receive more visibility, stronger protections and better financial rewards for their work.