Meta, the parent company of Facebook, has taken a significant step to clean up its platform by deleting approximately 10 million accounts in the first half of 2025. These deletions were primarily focused on accounts engaged in impersonation, spam behavior, and fake engagement—issues that have long plagued the social media giant. The initiative is part of a broader effort to promote original content and improve the quality of interactions on the platform.
According to Meta, the removal of these accounts was necessary to address the growing problem of spam and fake engagement on its platform. The company stated that the cleanup efforts will continue, emphasizing the need to ensure that the Feed remains relevant and that authentic creators have a better chance to stand out. This move is also aimed at curbing the proliferation of bot accounts that have flooded Facebook with automated comments, misleading content, and repetitive posts.
As part of this initiative, Meta is enforcing stricter policies to discourage the repetition of unoriginal content. The company defines this as posts that repeatedly reuse or repurpose another creator’s work without giving proper credit. While Meta encourages the use of content for remixes or commentary that add value, it explicitly warns against accounts that merely repost content without meaningful transformation or permission.
Meta has also introduced measures to credit original creators more clearly, such as adding links back to the source video. These changes are designed to help creators maintain visibility and reach by focusing on original content and making substantive edits when using material from other sources. The company also recommends avoiding third-party watermarks and ensuring that all content is uploaded in a clean format without branding from other platforms.
For creators, particularly smaller ones, the changes could have a significant impact. If their content is flagged as unoriginal or spammy, Facebook may stop showing it in people’s feeds, potentially reducing their reach and access to monetization tools like in-stream ads or bonus programs. On the other hand, creators who focus on making unique content or thoughtfully transforming existing media have a better chance of standing out under the new rules.
Meta’s ongoing efforts to combat spam and fake engagement are seen as a necessary step to improve the overall user experience on its platform. However, the company faces the challenge of balancing the need for authenticity with the broader goal of maintaining a vibrant and diverse community of creators and users.
In response to these changes, Meta has encouraged creators to take specific steps to avoid potential issues. These include posting original content, transforming content when reusing it, avoiding impersonation and spam tactics, and avoiding visible third-party watermarks. These recommendations are aimed at helping creators align with Meta’s new policies and maximize their visibility and engagement on the platform.