Meta Unveils Mobile Tool to Help Facebook Creators Defend Original Reels

Meta has introduced a new mobile-based content protection system aimed at helping creators safeguard their original reels posted on Facebook. Announced Monday, the tool automatically detects unauthorized use of a creator’s content across both Facebook and Instagram, providing new controls over how such duplicates are managed.

If a creator’s reel is copied, they will receive an alert and can choose one of several options: block the reposted reel on both platforms, track its performance and add attribution links, or release the claim entirely. Attribution links label the content as “original” and direct audiences to the original profile, page, or reel. Meta is currently testing functionality that links directly to the original post.

The feature builds on Meta’s existing Rights Manager technology, which uses content matching to detect duplicate uploads. It also displays relevant metadata including view counts, account follower numbers, and monetization details. A percentage match score is shown for each flagged duplicate.

To prevent misuse, Meta allows creators to designate “allow lists”—accounts permitted to repost their content without triggering alerts. Individual claims can also be released manually. Creators accused of abusing the system through false reports may face penalties, including restricted access or account limitations.

The tool is now available to creators in Meta’s Facebook Content Monetization program who meet certain integrity and originality thresholds. It is also rolling out to users of Rights Manager, Meta’s broader intellectual property protection suite. Creators can check eligibility through notifications in their Professional Dashboard, Feed, or profile. Unlisted users can apply directly through Meta’s website.

At launch, the mobile tool is available only on smartphones, though Meta says it is testing a desktop version within the Professional Dashboard.

The update reflects Meta’s broader initiative to highlight original creators. In July, the company reported removing roughly 10 million fake profiles impersonating popular creators, and penalizing 500,000 accounts engaged in spam and fake engagement tactics.

Importantly, the content protection tool only tracks reels that are posted to Facebook. Creators who post exclusively on Instagram must use the “Share to Facebook” function to activate tracking. This requirement could encourage more creators to distribute their content through both platforms.

If disputes arise around ownership, creators have options to defend their work. They can submit copyright takedown requests through Meta’s intellectual property reporting process. If the automated system fails to detect a duplicate, creators can also use the “Can’t find a specific match?” option to manually file a report.

Blocking a copied reel limits its distribution but doesn’t result in disciplinary action against the duplicating account. Meta says this decision is meant to avoid system abuse or retaliatory use of content claims.

Tracking is the default action for matched content. If another account tries to protect a creator’s original reel, the rightful owner can challenge the claim through Meta’s dispute resolution tools.

With this new feature, Meta continues to expand controls for video creators as short-form platforms compete for original content. Whether it helps reduce copycat accounts or boosts Facebook engagement remains to be seen.