Posting on Facebook? Here’s why your old strategy might not work anymore

If your Facebook feed has started to feel like it’s stuck on repeat—same videos, same memes, just a different page name—you’re not imagining things. And Meta, the company behind Facebook, is now officially stepping in.

This week, Meta rolled out new rules targeting what it calls “unoriginal content.” These are posts that are recycled, mass-produced or simply re-uploaded from other platforms without any meaningful changes. Under the updated policy, such content may face reduced reach, limited monetisation and even warnings inside creator dashboards.

The changes are already in effect globally as of mid-July. Meta says this shift is part of its ongoing efforts to improve content quality across the platform.

“For content to thrive on Facebook, it must be original and add value,” Meta said in an official statement published on July 17.

“This update helps ensure creators who bring fresh, engaging content are prioritised, while reducing the spread of recycled material that offers little to the community.”

So, what exactly is considered unoriginal? According to Meta, this includes reposted videos with third-party watermarks, content lifted from other creators without permission or context, and generic posts that don’t offer anything new or personalised. While such content won’t be removed entirely, it will likely reach fewer people and may lose access to monetisation programmes like in-stream ads or bonuses.

For everyday users, this update could mean a more relevant and refreshing scroll experience. With less spam and fewer repeated videos, your feed should feel cleaner and more curated.

For creators, however, the message is clear: originality matters. Facebook now encourages posts that include your own perspective — whether through commentary, voiceovers, edits or remixes. Pages that repeatedly share copied content without context may see alerts in the Professional Dashboard, flagging posts that could get demoted or demonetised.

Although the changes were announced in mid-July, Meta says the enforcement will continue to roll out gradually. The platform is also testing a feature that links viewers to the original version of content when copies are detected, giving proper credit to creators.

This update follows broader efforts by Meta to clean up its platforms. Earlier this year, the company reported removing 10 million impersonator profiles and penalising over 500,000 spam accounts.

Whether you’re here to scroll or to share, Facebook wants your feed to feel more thoughtful and less recycled. If reposts are your go-to strategy, now is the time to rethink what you post—and how.

Sci/Tech