Meta, the parent company of Facebook, has made major changes to how it calculates how far content reaches people on the platform. Under the new policy, original, high-quality content is being prioritized, while the reach of low-quality or mass-produced artificial intelligence (AI) content is being reduced. Meta says the main goal is to give weight to the work of genuine creators and reduce the dominance of duplicate or repetitive content.
Under Meta’s policy, AI-generated content is not banned outright. But posts that lack meaningful human creative contribution or editing are seeing their appearance in News Feed and Reels significantly reduced. To assess whether content is original, Meta looks at the creator’s actual contribution: whether there is an original idea, editing, commentary, or the creator’s own presentation. Simply downloading someone else’s video and reposting it, adding a logo or subtitles, or changing playback speed is not considered original content.
An announcement from Meta’s newsroom this past March stated that creators of original content would be given greater reach and earning opportunities, while unoriginal content would be pushed back. At the same time, Meta is improving content-protection tools to prevent duplication, allowing creators to more easily identify stolen content and report it.
Rules requiring a mandatory “Made with AI” label on AI-generated images, audio, or realistic video have also taken effect. This label has been visible on regular posts since May this year, and has been automatically added to advertisements since July. In particular, when a realistic AI-generated human appears, a clear label is placed alongside the “Sponsored” tag.
This has also affected earnings. Meta says using AI will not, by itself, disqualify a page or account from earning revenue. But monetization is being cut off for content that lacks originality or is mass-produced or reposted.
According to analysts, Facebook’s algorithm has become far more AI-dependent than before. Nearly half of the content now shown in a user’s News Feed comes from pages they don’t follow, which has created new opportunities for smaller pages and new creators. At the same time, the reach of posts that attempt to artificially boost engagement is declining, while genuine comments and shares are being given greater weight.
New European Union legal requirements have also tightened transparency rules around AI content. EU users must be given an explicit disclosure when shown AI-generated content, a requirement that is, to a large extent, already being met through Meta’s existing labeling system.
Those following the matter say Meta’s move is a positive step for high-quality, reliable information within the online content ecosystem. However, pages or individuals who had been regularly producing content with minimal effort, or fully automated production, are expected to see a direct impact on their reach and earnings.
বাংলায় মূল প্রতিবেদন পড়ুন · Read the original Bengali report