Meta is helping creators protect their original content across Instagram and Facebook
With Content Protection, Meta is rolling out a new tool to protect original Reels. Here’s what creators need to know.
Meta gives creators more control over their content
Meta has launched a new content protection tool designed to help creators keep their original reels safe across Facebook and Instagram. It’s a new tool for mobile that scans both platforms for reposts of your videos, alerts you when someone uploads the same content, and lets you maintain control over what happens next.
How Content Protection works
To get started, creators need to enroll their content. You can do this to ensure automatic protection going forward and retroactively go back to protect older videos.
A quick note that Content Protection only works for videos that are either posted directly to Facebook, or crossposted from Instagram using “Share to Facebook”.
From there, Meta scans both Facebook and Instagram for matches of your content, including partial matches. If the system detects someone reposting your video, you’ll receive a notification in the Facebook app with options to take action. Here’s what you can do:
Track the performance
The default option keeps the reposted video live. You’ll be able to monitor how it performs and, where eligible, it adds an “original by” attribution label. That label redirects viewers to your page, with Meta allegedly testing this to link back to the original reel, according to TechCrunch.
Block the video
If you’d rather stop the repost altogether, you can make it unavailable. While this prevents the video from being visible, it doesn’t penalize the account that reposted the reel.
Release the claim
You can also just release your claim on the reel to keep it available. That way, the video stays up, but you’ll no longer see its performance.
Create an allow list
If you’ve got accounts that consistently reshare your work in a way you support, you can add them to your “Allow List” so their posts are flagged. Find this by heading to “Overview” tab > “Tools” > “Allow List”.
Handling disputes
If someone beats you to claiming a video that’s actually yours, you can dispute it by submitting a copyright takedown through Facebook’s IP reporting channel. Similar, if you abuse the tool to claim videos that aren’t yours, you could face restrictions or lose access.
Who’s eligible?
Content protection won’t appear for everyone. Meta is rolling it out to:
- Creators in Facebook’s Content Monetization program who meet integrity and originality standards.
- Creators already using Facebook’s Rights Manager.
If you’re eligible, you’ll see alerts appear in your Feed, Professional Dashboard, or Profile. You can also manually check by heading to: “Professional Dashboard” > “Content” > “Content Protection”.
Reaction videos, compilations, and similar formats won’t qualify for protection. This is likely because they rely heavily on original sources, so Meta doesn’t treat them as your original work.
What this means for artists and creators
For artists, creators, and labels, this could be huge. It first encourages artists to share content directly to Facebook, unlocking the benefits that come with diversifying your online presence across platforms.
Second, it helps creators maintain visibility and credit. Being able to track reposts gives you a fuller picture of how far your content is spreading. Those attribution labels also help ensure viewers find you. That helps you to reach a wider audience, growing your audience and hopefully your fanbase.
With Meta already cracking down on unoriginal content earlier this year, this tool is taking that a step further. It’s now championing creators to control and protect their original reels. For artists building a fanbase, that now means that originality matters more than ever.
Wrapping up
Meta’s Content protection tool is a win for creators who want to stay in control of their original videos without getting buried by accounts that simply reshare content. It’s the latest move in Meta’s broader mission to make Facebook more relevant, spotlight originality, and clean up low-effort repost culture.