Meta rewrites feed rules
Meta is reprioritizing original content on Facebook and rolling out stronger impersonation tools to boost genuine creator reach—moves the company says will curb copycats and favor unique author voices tightened. At the same time Meta is expanding AI investments—acquiring Moltbook to build AI agents even as it reports plans for major layoffs tied to those same AI bets.
Meta’s own report showed views and time spent watching original Reels roughly doubled in the second half of 2025 compared with the same period in 2024, a metric the company highlighted when publishing its creator-guidance update. about.fb.com The guidance now explicitly classifies content “filmed or produced directly by a creator” as original and states that minor edits, stitching, or simple reuploads will be treated as unoriginal and deprioritized in Feed and Reels. about.fb.com Meta disclosed it removed more than 20 million accounts impersonating creators in 2025 and reported a 33% drop in impersonation reports tied to large creators last year as part of the same update. about.fb.com TechCrunch reported the platform is testing a centralized creator dashboard that matches duplicate Reels and lets creators flag and submit impersonation reports from one place, though current matching focuses on duplicate content rather than unauthorized use of likeness. techcrunch.com Meta acquired Moltbook on March 10, 2026, in a deal that brings co‑founders Matt Schlicht and Ben Parr into Meta’s Superintelligence Labs and adds an experimental “AI‑agent” social layer to the company’s AI toolkit. techcrunch.com TechCrunch detailed that Moltbook went viral after agents and human users exploited unsecured tokens in its Supabase backend, producing alarming fake posts that highlighted a security gap Meta will inherit. techcrunch.com Reuters reported on March 13, 2026 that Meta is planning potential layoffs of up to 20% as it aims to offset costly AI infrastructure bets, a scale that would affect tens of thousands given Meta’s headcount of about 78,865 employees as of December 31, 2025 in its 10‑K filing. money.usnews.com
