Facebook Removes 20m Fake Creator Accounts in Push for Original Content

Facebook has removed more than 20 million accounts impersonating major content creators in 2025 as part of a broader effort to promote original content and clamp down on copycat posts.

The Meta-owned platform said the move is aimed at giving creators who produce original videos and posts greater reach, stronger protection and better opportunities to earn from their work.

According to the company, reports of impersonation involving large creators fell by 33 percent in 2025 following the crackdown.

Facebook has stepped up its focus on original content over the past year, especially on Reels, its short-form video product. The company said both views and watch time for original Reels nearly doubled in the second half of 2025 compared with the same period in 2024.

It said the growth suggests its efforts to prioritise authentic content and limit copied material are beginning to change how videos are discovered and shared on the platform.

As part of the latest update, Facebook has introduced clearer rules on what qualifies as original content. The new guidelines are meant to help creators understand which posts are eligible for recommendations in Feed and Reels, and which may qualify for monetisation.

Under the updated policy, videos shot or produced directly by a creator will be treated as original content. Posts that simply republish another creator’s work, or make only minor edits such as adding captions, borders or speed changes, may be classified as unoriginal and could face reduced distribution.

Facebook said accounts that repeatedly share duplicated content may also lose access to recommendations or monetisation.

At the same time, the company said creators can still remix or use third-party clips if they add meaningful creative value, including commentary, analysis, storytelling or fresh context.

Beyond the policy update, Facebook is also expanding tools designed to protect creators from impersonation and content theft.

A content protection tool launched last year can already identify matching versions of a creator’s original Reels across Meta’s platforms. Facebook said it is now testing upgrades that will also detect possible impersonation accounts, allowing creators to report and manage such issues from a single dashboard.

The improved tools will be rolled out gradually to more users, with creators able to check access through their professional dashboard.

The update comes as major social media platforms compete more aggressively for creators and audiences in the fast-growing short-form video market, where TikTok and YouTube Shorts continue to intensify the battle for attention and advertising revenue.

By tightening its rules on copied content and fake accounts, Facebook said it wants to build a platform where original creators enjoy greater visibility, stronger protection and higher earning potential.