Facebook tests new dashboard to help creators flag impersonators

Meta is testing new tools on Facebook designed to help content creators identify and report impersonators, as the company continues efforts to address concerns about spam-like posts.

Last year the company began cracking down on unoriginal material, including posts that repeatedly reuse other people’s photos, videos or text. The initiative is intended to ensure that creators producing original material remain visible on the platform and can continue to generate income from their work.

In a recent blog, Meta said those earlier changes contributed to a significant increase in engagement with original content. According to the company, both views and time spent watching original posts on Facebook approximately doubled during the second half of 2025 compared with the same period the previous year.

The company also reported progress in tackling impersonation, saying it removed around 20 million accounts in 2025 that were found to be imitating other users. It added that reports of impersonation targeting large creators fell by 33 percent over the same period.

According to Meta, through a centralised dashboard, creators will be able to identify instances in which their short-form videos, known as reels, are reposted by suspected impersonators and submit reports directly from a single interface.

Meta said it is also updating its guidelines on what qualifies as “original content” on Facebook. Under the revised definition, original content includes material filmed or produced directly by the creator, as well as posts that transform or remix existing material by adding commentary, analysis or new information.

On the other hand, posts that involve only minor alterations to existing material such as re-uploads, adding captions or placing borders around another creator’s work – will be considered unoriginal and may be ranked lower in Facebook’s recommendation systems.