Facebook Cracks Down on Unoriginal Content: What Creators + Brands Need to Know (July 2025)
Meta just dropped a major update to the Facebook algorithm — and if your content strategy involves reposting, copy-pasting, or leaning on AI without customization… it’s time to pivot. In a move to prioritize originality and reduce spammy, low-effort posts, Facebook is officially restricting the reach of “unoriginal” content. Here’s what’s changing, what counts as unoriginal, and how creators and marketers can stay visible in the feed.
UNUM Staff
Everyday Social Tool
❌ What Counts as “Unoriginal” Content?
According to Meta, unoriginal content includes:
Reposted or reshared posts that don’t add value or commentary
AI-generated content that lacks personalization or human input
Stolen memes, graphics, or quotes without proper attribution
Mass reposts from viral accounts or third-party aggregators
Essentially: if your post looks like it was copy-pasted or automated, Facebook will now actively suppress its reach in the Feed.
👉 Meta’s official announcement via Social Media Today
🔎 Why Is Facebook Doing This?
This update follows a broader trend in the industry (think: YouTube’s crackdown on repetitive AI videos). Meta says this change is meant to support creators who are publishing high-quality, original content and discourage accounts that repost or mimic others to game the algorithm.
“We want to make sure people see the most original, authentic content possible.” — Meta spokesperson (via Gadgets360)
📉 What Happens to Your Reach?
If your content is flagged as unoriginal:
Your post will appear lower in the Feed
You may lose visibility on the Explore or suggested tabs
Over time, your Page’s credibility could take a hit
Future posts might struggle to gain traction, even if original
This applies to all account types — creators, businesses, meme pages, community admins, and more.
👉 Full breakdown on TechCrunch
✅ What to Do Instead
To stay in Facebook’s good graces, focus on content that is:
🗣️ Original: Add your POV, commentary, or twist
🎥 Personalized: Use real clips, photos, and creator-led intros
✍️ Branded: Include your visual style, captions, and logo
🎨 Remixed: It’s fine to reference trends — just make it yours
Pro tip: Even if you’re using AI tools like ChatGPT or Canva, edit and add a personal voice so your posts don’t get flagged.
💡 Takeaway: It’s Time to Double Down on Originality
This isn’t just an algorithm tweak — it’s a cultural shift. Facebook is prioritizing creators who create, not just those who reshare. If you’re managing content for a brand, now’s the time to audit your calendar, diversify your post types, and lean into human-first storytelling.
Need help planning content that stands out? UNUM makes it easy to schedule, design, and organize original social media content — without starting from scratch every time.
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