Meta is working to make the Facebook Feed more relevant and curb spammy content that crowds out authentic content creators. With Facebook Feed not as engaging and enjoyable for users, Meta will make changes this year to improve it, giving people more control over personalised content.
Some accounts try to increase views, reach a higher follower count faster or gain unfair monetisation advantages, which results in spammy content in Feed. Accounts gaming distribution and engagement or flooding Feed with spammy content will see less views and monetisation, and Meta will also combat impersonation, it said.
Lowering The Reach Of Accounts Sharing Spam
Some accounts post content with long, distracting captions and many hashtags, while others include captions that is not relevant to the content. Meta said that accounts that engage in these tactics will only have their content shown to their followers and will not be eligible for monetisation.
Also, spam networks that create hundreds of accounts to share content, cluttering the Feed, will not be eligible for monetisation and may see lower audience reach.
Removing Accounts That Coordinate Fake Engagement, Impersonation
Meta will take steps to prevent spam networks from coordinating fake engagement on Facebook. For example, comments identified as coordinated fake engagement will be seen less, and fake pages to inflate reach will continue to be removed. Meta is also testing a comments feature so people can signal ones that are irrelevant to the conversation.
In 2024, Meta took down over 23 million profiles that were impersonating large content producers. In addition to detection and enforcement for identifying and removing imposters, Meta has added features to Moderation Assist, Facebook's comment management tool, to detect and auto-hide comments from people potentially using a fake identity. Creators will also be able to report impersonators in the comments.
Protecting, Promoting Creators Sharing Original Content
Content creators' work is sometimes exploited when other accounts reuse their stuff without their consent. To assist creators in safeguarding their original work, Meta is improving Rights Manager (a tool for rights holders).
The company said it is also providing guidance to help creators making original, engaging content succeed on Facebook. This includes steps that Meta has shared, such as posting quality original content with consistency, focusing on authentic, engaging content, and keeping captions and hashtags relevant to the content.
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