Meta is introducing a series of new measures aimed at reducing spammy content on Facebook feeds. This is part of a broader effort to enhance user experience and support creators who produce original and engaging content.
According to Meta, these updates are designed to ensure users see fresh, relevant posts while limiting the visibility and monetisation of content that manipulates distribution or engagement.
Oluwasola Obagbemi, head of communications for Sub-Saharan Africa at Meta, said the decision to clean up feeds was influenced by user complaints about spammy posts drowning out authentic voices.
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“Our goal is to continue creating an environment where creators who invest in meaningful content are recognised and rewarded. These changes are part of our long-term investment in making Facebook a platform where creators can grow and people can connect through high-quality content,” she stated.
Key updates include:
Reduced visibility for spammy content
Meta stated that spam networks using multiple accounts to share the same content will see their reach limited. Accounts that flood the platform with duplicate posts, irrelevant captions, or excessive hashtags will not be eligible for monetisation and will also have reduced visibility.
Stronger enforcement against fake engagement and impersonation
The company noted that it has ramped up efforts to detect and remove fake accounts and pages involved in coordinated engagement or impersonation. In 2024 alone, Meta removed over 100 million fake pages engaged in scripted follow abuse, and more than 23 million impersonating accounts on Facebook.
To support these efforts, Facebook’s comment management tool, Moderation Assist, has been updated to detect and automatically hide comments from users potentially using fake identities. Additionally, creators can now report impersonators directly in the comments. Meta is also testing a feature that lets users flag irrelevant comments.
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More protection for creators and support for original content
Meta emphasised ongoing improvements to Rights Manager to help creators protect their original content. It added that it is also offering updated guidance to help creators succeed by sharing authentic and engaging content on Facebook.
