Facebook & YouTube Crack Down on Unoriginal Content

 

Overview

• New algorithm update cracks down on reposted material and aims to reward authentic creators
• Clarification on what classifies as original for the algorithm now
• House of Marketers’ insights for marketers and creators

Facebook & YouTube have announced a sweeping algorithm update designed to reduce the reach of “unoriginal” content, in the latest push to promote originality and transparency across platforms. 

For brands, advertisers, and creators, the days of growing an audience through reposted memes or recycled videos are over. Instead, platforms are rewarding unique storytelling, ethical editing, and native engagement. 

But first, let’s look at what Facebook’s new crackdown entails.

Facebook & YouTube New Penalties for Unoriginal Content

In the first half of 2025, Facebook took action against over 500,000 spammy accounts and removed 10 million fake profiles impersonating content creators. Now it is building on that progress by tightening rules around reposted and duplicated material.

According to Meta, accounts that repeatedly repurpose another creator’s content without credit or meaningful enhancements will now face platform-wide penalties:

• Demotion in the Feed: Reduced reach for all content from the offending page or profile.
• Monetisation loss: Temporary exclusion from Facebook’s monetisation programs.
• Duplicate detection: When Facebook spots copied videos, it will prioritise and boost the original, while limiting visibility for reposts

 

Source: Meta

Facebook is also experimenting with attribution features, such as clickable links on duplicate videos to guide viewers back to the original creator. This small detail could have a big impact on how audiences discover and engage with authentic voices.

These measures aim to rebalance the algorithmic scale in favor of originality, rather than replication.

What Counts as “Unoriginal” For The Algorithms?

According to Meta,

“Unoriginal content reuses or repurposes another creator’s content repeatedly without crediting them, taking advantage of their creativity and hard work.” 

Let’s be clear: Remixing trends, adding commentary, or creating reaction videos is still very much allowed. What Facebook wants to discourage is lazy duplication, frame-for-frame copies of existing content, shared without context, transformation, or credit.

In response, Facebook is rolling out clearer guidance for brands and creators on how to stay in the algorithm’s good graces.

Best Practices for Marketers to Combat Unoriginal Content 

To ensure continued visibility and monetisation on Facebook, marketers & creators should prioritise:

• Original Production: Content that is filmed or created by you, not reuploaded from other sources
• Creative Enhancements: When using third-party material, add significant value, such as narration, editing, commentary, or educational framing.
• Platform-Optimised Formats: Avoid low-effort or ultra-short clips that don’t deliver value.
• No Watermarks or Recycled Logos: Especially those from other apps like TikTok.
• Clean Captions & Copy: Use thoughtful headlines, avoid excessive hashtags, and minimise shouting with ALL CAPS.

UGC marketing strategies help brands stay relevant, authentic, and algorithm-approved. Contact House of Marketers to work with trusted creators to produce content that is not only engaging but also built to perform under the latest platform guidelines.

Facebook is not alone in this. YouTube, too, has updated its enforcement strategy within the YouTube Partner Program (YPP), cracking down on this issue.

YouTube Changes Monetisation Rules Around Inauthentic Content

In effect, since July 15, 2025, YouTube’s policy targets creators who post:

• Near-identical content across multiple videos.
• Narrated slideshows with minimal changes.
• Low-effort AI-generated replications of popular creators or concepts.

YouTube has clarified that AI-enhanced content is still eligible for monetisation, as long as it adds value, follows disclosure rules, and does not violate intellectual property rights.

This cross-platform alignment signals a broader trend: Copycat content is being algorithmically deprioritised, while creativity and originality are becoming non-negotiable.

House of Marketers Insights

From a brand and advertiser perspective, these updates highlight the increasing demand for real, differentiated content. It is no longer enough to simply follow trends or repost popular formats.

Platforms are pushing brands to think like creators and invest in storytelling that is platform-native, engaging, and unmistakably their own.

At House of Marketers, we see these updates as a clear call to action. To win in this new environment, brands need to stand out, not blend in.

One of the most effective ways to do this? User-Generated Content (UGC).

By partnering with real creators, UGC campaigns offer the perfect balance of authenticity, creativity, and relatability. They help brands avoid the unoriginality trap while connecting with audiences through voices they trust. From influencer-led testimonials to co-created storylines, UGC not only drives engagement, it aligns perfectly with what Facebook, YouTube, and TikTok are now prioritising in their algorithms.

Conclusion

The platforms that once rewarded speed and virality now favour depth, creativity, and authenticity. For brands, this means evolving beyond repost culture and investing in content strategies that connect, inspire, and stand out.

That’s why we recommend brands embrace UGC Influencer Marketing. UGC not only drives engagement, but it also aligns perfectly with what Facebook, YouTube, and TikTok are now prioritising in their algorithms.

Looking to utilise UGC for your Marketing?

Collaborate with House of Marketers! Our expertise in UGC marketing strategies can help you transform your brand’s narrative, fostering genuine connections and driving consumer engagement.

By partnering with us, you gain access to a team dedicated to curating and leveraging authentic content that resonates with your audience.