Meta expands support for original content: what’s changing in 2026

Adheart Team

Mar 25, 2026 • 3 min read

On March 13, 2026, Meta announced an update to its approach to content on Facebook. The company is focusing on supporting creators who produce original content while simultaneously limiting the distribution of non-original materials.

The new changes affect recommendation algorithms, originality criteria, and content protection tools.

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Let’s take a closer look at what exactly is changing.

Less copying and duplicate content

At the same time, Meta is strengthening restrictions on non-original content.

This includes:

reposting others’ content without changes;
minimal edits (adding subtitles, frames, changing speed);
videos without meaningful added value.

Such content will appear less frequently in Feed and Reels recommendations.

If an account consistently publishes non-original content, it may lose access to recommendations or monetization.

Updated guidelines: what counts as original content

Meta has clarified its originality criteria to provide creators with clearer guidelines.

Content is considered original if it:

is created or filmed by the author;
contains new information, analysis, or meaningful changes;
significantly transforms existing material.

For example, remixes or videos using third-party content may be considered original if the creator adds their own context or new value.

At the same time, simple reactions, compilations, or voiceovers without changes will not be considered original content and will receive less reach.

Fighting impersonation

Meta also continues to actively combat accounts that impersonate other creators.

In 2025:

more than 20 million accounts related to impersonation were removed;
the number of complaints about such cases decreased by 33%.

This is part of a broader company strategy aimed at protecting creators and increasing trust in the platform.

New content protection tools

Meta is also developing the Content Protection tool, which helps creators find copies of their videos, quickly submit complaints, and generally track content usage.

The company is testing updates to this tool that will also help detect potential impersonator accounts and simplify the reporting process.

These features will soon be available to a wider group of creators.

What this means for creators and marketers

Meta’s update shows a clear trend: the platform is shifting from content quantity to content quality.

Original content receives more reach, recommendations, and monetization opportunities.

At the same time, copying and scaling others’ content without changes is gradually losing effectiveness.

In practice, this means that for sustainable growth, it’s important not just to find winning creatives, but to adapt them and add your own value.

Clearer rules, new protection tools, and changes in recommendation algorithms are shaping new conditions in which those who create unique and meaningful content will win.

Analyze creatives that actually work

Meta’s changes mean that simply copying creatives is no longer enough — it’s important to understand how other advertisers adapt and transform them.

In Adheart, you can:

find актуальные advertising creatives in Meta Ads;
analyze how approaches and variations of a single creative evolve;
track what other advertisers are scaling;
discover ideas for creating your own original content.

This helps not just to replicate the market, but to find effective approaches faster and adapt them to new algorithm requirements.

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More views and earnings for original content creators