Facebook creators are getting a new tool to help protect their content from being misused. On Monday, Meta unveiled Facebook content protection, a mobile tool that detects when creators’ original reels posted on Facebook are used without their permission.
When creators are alerted that their reels are being used by someone else, they can block the reel’s visibility on both Facebook and Instagram. They can also track the reel’s performance and optionally add attribution links to their work.
Alternatively, they can release their claim on the reel, allowing it to stay visible on Meta’s platforms.
Meta states that this content protection feature is part of its effort to support original creators on Facebook and keep copycats at bay. Back in July, Meta reported removing around 10 million profiles impersonating prominent content creators and took action against 500,000 accounts engaging in spammy behavior.
Although the new system also protects original content on Instagram, creators must post their reels to Facebook to track them. This functionality also applies when creators use the cross-posting option from Instagram to share their content on Facebook.
The introduction of this tool could motivate more creators to share their work on Facebook.
The content protection system is automatically available to Facebook creators in the Content Monetization program who meet enhanced integrity and originality standards. Access is also rolling out to creators using Rights Manager.
Creators can check if they’re eligible by looking for notifications in their Feed, Professional Dashboard, or profile, or they can find access under “Content Protection” in the Professional Dashboard. They can also apply for access on Facebook’s website.
The tool utilizes the same matching technology currently employed by Meta’s Rights Manager for copyright holders. It displays the percentage match for each match identified, along with details like views, follower count, and monetization status.
Meta emphasizes that creators have control over whether and how the system flags matches. For instance, if a creator permits another account to use their content, they can add that account to an “allow list” to prevent those duplicate reels from being flagged.
Creators can also release a claim on a specific video or choose to track the performance of a reel on another creator’s account by adding attribution links. These links will label the reel as “original” and connect back to the creator’s profile, page, or, in some cases, the original reel itself.
Meta is currently testing the functionality of linking back to the original reel, but linking to the profile or page is the default option.
If a creator chooses to block the reel, its distribution will be affected, but the account that copied the reel won’t face any disciplinary action. This approach seems aimed at preventing potential abuse of the system to target specific accounts. Meta also warns that creators who misuse the system by submitting false reports could face restrictions on their accounts or lose access to the tool.
Tracking reels is set as the default.
Creators can dispute when another account tries to protect their original work by submitting a copyright takedown request through the IP reporting channel. Additionally, they can report a match that the tool didn’t identify using the “Can’t find a specific match?” option on the content protection overview screen.
Currently, the new tool is only available on mobile, but Meta is testing adding it to the Professional Dashboard on desktop.
