Facebook is ramping up its efforts to combat spammy content and deceptive tactics on its platform in a bid to make its Feed more relevant, engaging, and fair for both users and creators. On Thursday, Meta announced a sweeping set of changes aimed at reducing the visibility of spam-like posts, limiting the reach of inauthentic accounts, and providing new tools to help content creators succeed.
The move comes after growing user feedback that Facebook’s Feed has become cluttered with irrelevant and repetitive content, making it more difficult for original creators to gain traction.
“We’ve heard you. Facebook Feed doesn’t always serve up fresh, engaging posts that you consistently enjoy. We’re working on it,” the company said in a statement.
The initiative, part of a broader commitment to improve content personalization and engagement across the platform, will include new policies, enforcement mechanisms, and features designed to reduce noise and promote authenticity.
Spammy Content to Face Reduced Visibility and Monetization
At the center of Facebook’s updated approach is a focus on curbing accounts that exploit the platform’s algorithm to artificially boost reach and engagement. These accounts often flood the Feed with misleading or low-quality content in hopes of gaining followers or financial rewards through monetization tools.
One common tactic involves adding excessively long or unrelated captions to posts — for example, pairing a photo of a pet with unrelated trivia or clickbait text. According to Facebook, such content will now face strict limitations: it will only be shown to the account’s existing followers and will not qualify for monetization programs.
Similarly, accounts that rely on mass-posting similar or duplicated content — sometimes through large networks of coordinated pages — will also see their audience reach decline. These spam networks, which may create hundreds of pages to share identical content, often crowd out original posts and disrupt meaningful engagement.
“Accounts gaming distribution and engagement or flooding Feed with spammy content will see fewer views and monetization opportunities,” Meta said. “We’re investing more to combat impersonation and protect authentic creators.”
Meta is also taking a more aggressive stance against spam networks that coordinate fake engagement, such as mass-commenting or scripting fake likes and shares.
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Tackling Fake Engagement and Impersonation
To discourage these behaviors, Facebook is rolling out updates that will deprioritize comments identified as part of coordinated inauthentic engagement. The platform will also continue removing fake pages designed solely to boost follower counts or fake influence. In 2024 alone, the company took down over 100 million such pages involved in what it calls “scripted follows abuse.”
In addition, Facebook is testing a new feature in the comments section to allow users to flag responses that are off-topic, spammy, or detract from the conversation. This test is aimed at surfacing more meaningful and relevant discussion across the platform.
Defending Creators Against Impersonators
Impersonation has become a significant concern for content creators, many of whom have seen their likeness or content used by fraudulent accounts seeking to capitalize on their fame.
According to Meta, the platform removed more than 23 million fake profiles impersonating prominent creators in 2024. To expand these protections, the company has introduced enhancements to its Moderation Assist tool — a comment management feature for Pages — that can now detect and automatically hide suspicious comments potentially linked to impersonation.
Creators can also now report impersonators directly from the comments section, providing them with more control and quicker responses when they’re targeted.
Protecting Original Content Through Rights Manager
Another key element of Facebook’s strategy is enhancing its Rights Manager tool to safeguard original content from unauthorized reuse. Rights Manager allows creators to register their content so that it can be tracked and protected across Facebook.
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The company emphasized that it will continue supporting creators who produce original, engaging content through tools, monetization programs, and best practices guides. These efforts are designed to reward creativity and ensure that content owners maintain control over their intellectual property.
“The content that creators share is an expression of themselves,” Meta said. “When others reuse that content without permission, it undermines their work and ability to grow.”
Part of Facebook’s effort to refresh the user experience includes the recent rollout of a new “Friends” tab in the U.S., which aims to restore some of the platform’s original social features by helping users reconnect with people they know personally.
Bringing Back the “OG” Facebook Experience
This update is part of Meta’s larger effort to give users more control over their content preferences, as Facebook shifts its focus back to meaningful connection rather than algorithmic exploitation.
As spammy behavior continues to evolve, Facebook is promising continued investment in both detection and prevention.
While not all spammy tactics are malicious in intent, the company believes the impact on the user experience is clear: authentic content gets buried, users become disengaged, and trust in the platform erodes.
“Spammy content can get in the way of one’s ability to ultimately have their voices heard, regardless of viewpoint,” Meta stated. “We’re targeting behavior that games the system, so real creators can break through.”
These changes reflect Meta’s ongoing mission to make Facebook a better place for users and creators alike, and signal a renewed focus on quality over quantity in the evolving world of social media.
