Facebook is making several changes to how it evaluates content, with greater emphasis on originality, creativity and the value added by creators. Simply posting regularly is no longer enough to improve a page’s reach or generate revenue.Under Facebook’s current approach, videos produced by creators themselves—including their own footage, ideas, voice, presentation and personal experience—are more likely to receive priority. Content based on original research, analysis or commentary can also offer greater value to audiences.Using someone else’s video or footage is not automatically considered original content. Creators are expected to add meaningful value through their own analysis, explanation, context or perspective rather than simply republishing existing material.Minor edits such as changing music, adding captions or borders, or speeding up or slowing down a video do not make it original. The same applies to reaction videos if they contain little more than a creator’s facial expressions or basic reactions. Meaningful commentary and analysis are needed to make such content more valuable.Keeping up with relevant and trending topics can also help creators attract organic reach. Facebook’s trends and hashtag tools can be useful for identifying topics, while short-form videos and Reels remain important formats for audience engagement.Direct interaction with viewers can further strengthen engagement. Responding to comments, using polls and asking questions are among the ways creators can encourage audiences to participate.For monetisation, creators must meet Facebook’s eligibility requirements and comply with its Community Standards. Depending on eligibility, features such as in-stream ads and Facebook Stars can provide additional revenue opportunities.For creators looking to build sustainable reach and income, the message is increasingly clear: instead of simply republishing other people’s content, focus on original ideas, useful information, personal experience and meaningful creative input.
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