Uncovering Facebook's Crackdown on Repetitive Content: Deactivation of 500,000 Duplicate Accounts
Facebook and Meta, two of the world's leading social media platforms, have recently announced a series of changes aimed at promoting originality and genuine creativity. These updates, which came into effect in 2025, have significant implications for content creators, as posting unoriginal content now results in reduced reach, temporary loss of monetization privileges, and potential account takdowns [1][2][4].
The new algorithm prioritizes original content by demoting duplicates, thereby elevating creators who produce innovative material [1][3][4]. Algorithmic demotion means that duplicate or reshared posts and videos receive reduced distribution in the News Feed, significantly lowering their engagement and visibility compared to original content.
Monetization penalties are another key consequence of posting unoriginal content. Accounts repeatedly posting duplicates may be temporarily barred from Facebook’s monetization programs, impacting their revenue streams [1][4][5]. Facebook has also taken stricter enforcement actions, removing hundreds of thousands of spammy accounts and millions of impersonators [1].
To comply and maintain reach, Facebook recommends creators to focus on original work or add meaningful enhancements such as commentary or creative edits to authorized reused content [2]. They should avoid watermarked reposts (e.g., TikTok videos) and refrain from including many links or hashtags in captions [2]. Facebook's Professional Dashboard now features post-level insights that reveal whether a specific piece of content was penalized for originality issues [1].
The 2025 policy strongly incentivizes genuine creativity and originality. Facebook aims to be a place where original content thrives, and creators are rewarded for their hard work and creativity. The revamped ranking algorithm down-scores duplicate videos or recycled text posts in News Feed [4].
Facebook dismantled 10 million profiles impersonating established creators in the first half of 2025 [6]. In addition, approximately 500,000 accounts engaged in spammy behavior or fake engagement were disabled during the same period [5].
These changes present both risks and opportunities for creators. Those committed to genuine storytelling find enhanced visibility and stable monetization, while those relying on unoriginal content face reduced distribution across their entire content portfolio [1]. An original cooking tutorial by its creator will now outrank ten reuploads with identical footage [4].
In conclusion, Facebook's 2025 policy is a significant step towards promoting originality and genuine creativity. The platform's algorithm must stay one step ahead of evolving spam tactics and AI-enabled content farms to ensure a fair and engaging platform for all users [3].
- The revamped ranking algorithm in Facebook's 2025 policy down-scores duplicate videos, recycled text posts, and reshared content in the News Feed, rewarding creators who produce original and innovative material.
- Creators who rely on original work can find enhanced visibility and stable monetization on Facebook, while those focusing on unoriginal content face reduced distribution across their entire content portfolio, as the increased emphasis on originality results in lower engagement and visibility for duplicated or reshared posts.
