Facebook rolls out new policies to fight fake engagement, empower original content, and improve the experience for its users.

Facebook is making moves to reclaim its reputation as a place for authentic, engaging content by cracking down on spammy posts and accounts. In an age where AI-generated content and engagement farming posts are crowding users’ feeds, Meta is rolling out new measures aimed at protecting original creators and improving the overall experience on the platform. 

Meta itself has recognised that “too much spammy content is crowding out authentic creators and hurting the Facebook experience”, and is now looking to make changes.

Targeting a problem

Spammy content- posts with misleading captions, endless hashtags, or attention-baiting formats- has become a common tactic to game Facebook’s algorithm into increased views and unfair monetization advantages. While not always malicious, this kind of content can drown out original content from creators. 

In the age of AI, this type of content has only become easier to mass-produce, further crowding out quality posts.

Image credits: Facebook

Meta’s response

To clean up the feed and better support real creators, Meta is introducing a number of measures:

  • Demonetization of spammy accounts: Pages and profiles that regularly post content featuring unrelated captions and excessive hashtags will lose their ability to monetize.
  • Tackling fake engagement and impersonation: Facebook is investing more into resources identifying and removing accounts that coordinate fake engagement, and those impersonating others.  
  • Enhanced Rights Manager for content protection: Meta is upgrading its Rights Manager tool, giving creators more robust options to protect their original work from being unfairly reused e.g. without permission.

Impact for music creators

While these updates target general spammy behavior, they could spell good news for musicians and music marketers. By dialing down the reach of low-effort content, Facebook is opening up more space for authentic creators to thrive. Whether you’re promoting new music, engaging with fans, or sharing behind-the-scenes content, your posts are less likely to be buried amongst spammy posts.

For Meta, this is part of a broader effort to bring Facebook back to its OG days- prioritizing genuine, creative voices over clutter. While these changes currently focus on Facebook, it will be interesting to see whether they might expand to Meta’s other platforms like Instagram.

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