Facebook's 2026 Rules for Reach & Relevance  🔗 **Source:** [Facebook's 2026 Rules for Reach & Relevance](https://share.snipd.com/episode/54bd61b2-46b1-4abf-9ae0-b5cdb4cf8e5a) ## Highlights - **Meta Prioritizes Original Reels Over Reposts** - Meta doubled Facebook Reels views and now prioritizes 'original' content created or first posted by the creator or page owner. - Reposts, reactions, minor edits and watermarked TikTok/YouTube clips will be demoted unless you add substantial new value like analysis. Transcript: Jerry Potter But Meta reported that both views and time spent watching reels on Facebook approximately doubled in the second half of 2025 compared to the same period in 2024. So that's massive. They've also now come out and explicitly said, we are only going to be promoting original content, which they've designed as videos or posts filmed or produced directly by the creator Or page owner. So they're cracking down on reposts and things like that. And then for a brand that does remix content, they said, that's still okay if it has meaningful additions. Reels with third-party clips can still qualify as original if you add some substantial new value, such as analysis, new information, or creative storytelling. But the type of content that is just going to get demoted until it's gone is low-value reposts like stitches, clips, reactions without any meaningful commentary or anyone that just Does minor edits. And this applies, it's important to know, to both feels, that's a feed and a reel together, in case you're wondering, applies to feed and reels recommendations. So this is a big, big crackdown. Knowing what you know about Facebook, Tara, how strict do you think they're going to be about this part about matching the content to the page owner? ([Time 0:02:37](https://share.snipd.com/snip/2d80a290-af8b-4602-9c53-fb73e7960f61)) - **How Meta Identifies Original Video Content** - Meta likely fingerprints videos and matches posting history and patterns rather than faces to decide originality. - Consistently uploading original content on your page signals authenticity and reduces risk of demotion for reposted clips. Transcript: Tara Zirker I was researching this and I think when this news came out, there was a lot of speculation and questions about how are they going to possibly do this? One way to think about this, and we know this from the ad side as well, is whenever you upload a video, it kind of meta will take some sort of imprint, almost like a fingerprint of that video. And so it's more likely that they're not necessarily, from what we believe, they're not necessarily going to match it to an original face or anything like that, but it's probably going To be very pattern specific. So if your page or profile generally is uploading original content, then you're likely going to be in the safe zone. But if you do a lot of reposts and things like that, that automatically is going to mean that you're going to need to switch your strategy very quickly because they're going to know that That's a signal that you have done that in the past, and that's your history, and you're likely to do it again. But essentially, they are taking, like I said, a little bit of a fingerprint of your content, and it's more matching the pattern of the video and the structure of the video. And so if they see that that video was first posted on your page, they're going to assume you're likely the original poster. And if they see that your video was reposted from other people's pages, obviously they're going to know you're not the original poster. So it's less of like facial recognition, which is good. So you can still have multiple oaks on your page. ([Time 0:04:01](https://share.snipd.com/snip/3249478d-fa49-4130-8791-36fd30b12a93)) - **Native Platform Content Gets Preferential Reach** - Platforms favor content made natively for them and punish visible watermarks from TikTok/YouTube. - Creating with platform tools or native formats may get extra preference versus reposting from other networks. Transcript: Michael Stelzner Okay. I think what they mean by original isn't just what they're explicitly stating, which is reposting other people's things. But I also think, you know where I'm going, Tara, I don't think they want us reposting from YouTube. And I don't think they want us reposting from TikTok. And I think hidden in this language is original to Facebook. And I'm just curious what you think about this. The ad side, we might be able to get away with this because we're paying them for it. But I don't know. What do you think? Tara Zirker Yeah, I totally agree. In fact, I wonder if, you know, if you're creating content on the platform, using the platform's tools, if that's going to be rewarded as well. But 100 percent, we that they've, for a long time, really disliked any TikTok watermarks or YouTube. They definitely want us as much as possible creating for their platforms, and they want us to be Facebook and Instagram first, right? So, Mike, I do agree. I think you're 100% correct on that. Jerry Potter I will say, though, that all of the networks ([Time 0:05:51](https://share.snipd.com/snip/821d9110-7f10-4e8a-8dd5-8c115a08c966)) - **Build Diverse Creative Types Not Just Iterations** - Prioritize creative diversity over many micro-iterations of the same concept when running Meta ads. - Use mixed formats: static images, carousels, short and long videos, varied actors, backgrounds and movement to give the algorithm different concepts. Transcript: Jerry Potter Okay. Now you work with a lot of different brands and businesses on the paid ad side. And one thing that I believe to be true on the paid ad side recently is the AI has made it easier to run ads because you can test so much. But at the same time, you have to create a lot more creative, as I understand it, which AI is also made easier. So what tips do you have for anybody who's now hearing this? And maybe they're doing some UGC and maybe they're doing some reaction videos and they're going, okay, we've got to come up with more original content. What are a couple of tips you could give to a business that wants to make more original content without it becoming a full-time job? Tara Zirker Yeah. There's a lot of great apps and tools out there now, and it really depends on your niche and what kind of content you're producing. If you think about some of the big platforms such as Motion App, and there's one that a lot of advertisers use called Foreplay. There's UGC, helpful tools like a tool called Klapp, K-L There's a lot of wonderful tools that are available to help you iterate and create content very quickly. Obviously, you know, there is, I don't know how I feel totally about this, but you can, you know, create your own AI actors, which I do feel if you're running ads should probably be disclosed And I'm sure at some point will be regulated, particular for certain industries and whatnot. There's so many, I mean, it's almost overwhelming how many tools there are right now to create very quickly. Now, I would say that one thing all advertisers want to keep in mind is that the more important concept here is that meta is rewarding diversity of content, not necessarily like iterations, Right? So what they have said to us with the latest algorithm update on Dramada and where the algorithm is headed with Gem, this is on the advertising side, you guys. So not necessarily as much for original or organic content, but for the paid media side of things, what they want to see is diversity. So if you have the same actor who is, you know, but you have 10 different hooks, let's say, meta is going to count that as really one kind of concept, even though it's several, you know, Different iterations, they're really only counting it as one. And so because of where they want the algorithm to head, they want diversity of concepts. So, you know, I think it's more important that advertisers are thinking about not just iterations, but like depth. So you want static imagery, you want carousels, you want short form videos, long form videos, you want videos, if you're going to use actors or actresses, or, you know, if you have personality, Anybody who's basically in your videos, you want to make sure there's diversity in what they're wearing and backgrounds and movement. And so Meta just wants a lot more angles to play with, not necessarily like the same actor with five different hooks or 10 different hooks, but just like diversity of creative types and Formats. ([Time 0:12:12](https://share.snipd.com/snip/f9e2fa25-89e5-4a4b-b412-d823048043d7)) - **Use AI Tools To Scale Original Content Fast** - Use modern creative tools and AI to scale original content quickly without full-time production. - Try apps like Motion, Foreplay, Klapp and responsibly test AI actors while disclosing when appropriate for ads. Transcript: Tara Zirker Yeah. There's a lot of great apps and tools out there now, and it really depends on your niche and what kind of content you're producing. If you think about some of the big platforms such as Motion App, and there's one that a lot of advertisers use called Foreplay. There's UGC, helpful tools like a tool called Klapp, K-L There's a lot of wonderful tools that are available to help you iterate and create content very quickly. Obviously, you know, there is, I don't know how I feel totally about this, but you can, you know, create your own AI actors, which I do feel if you're running ads should probably be disclosed And I'm sure at some point will be regulated, particular for certain industries and whatnot. ([Time 0:12:47](https://share.snipd.com/snip/044f9092-f90a-4546-835d-f9ea1910556d)) - **Meta's User True Interest Survey Adds Human Feedback** - Facebook is testing a user true interest survey to ask viewers how well a Reel matches their interests on a 1–5 scale. - This human feedback layer complements behavioral signals and may refine recommendations beyond watch metrics alone. Transcript: Jerry Potter So obviously AI does a lot of stuff on the backend, but now they have something that they're calling the user true interest survey, which is a mouthful in itself. But it's directly asking viewers basically, hey, did you like this or does it match? And the specific wording, at least from the screenshot that we saw, because I haven't seen this myself, was to what extent does this video match your interests? And it's a scale from one to five, from not at all to a great deal. Now, when it comes to surveying people, we all know as marketers that what people say versus what they actually want, need or believe doesn't always match up. Like if we, I mean, if we use Facebook as example, people have said for years, I want a feed of just my friends, but obviously user behavior has never backed that up, which is why Facebook Has always been resistant to give this to us. So do you think that this user survey is actually going to make a difference in how well videos are recommended, Tara? Or does this feel more like a play to make people feel like Meta's listening to what consumers want? Tara Zirker Yeah, probably a little bit of both. Jerry, I think you brought up a great example. Like, what if you have kind of a medical issue that you feel shy about? Are you really going to disclose to Facebook that you're very interested in that if you just saw a reel on that? So I think there's going to be a little bit of balance to this. But it does seem like Meta really wants to listen to their audience and see basically what happens is you're going to see a reel and then there's like a little full screen kind of pop up That shows you the reel. And then you have those survey questions. And so I think that, number one, they want folks to feel like they are being listened to. But number two, they're obviously collecting data and trying to make the algorithm more relevant to us. They do say that they're experiencing success and it feels like it is increasing the enjoyment of users and giving them a better experience. ([Time 0:18:25](https://share.snipd.com/snip/392b197f-cc83-46b4-9432-8c4a38a4c26b)) - **Mix Niche Problem Content With Broader Entertaining Posts** - Maintain a mix: produce niche, problem-focused content for your ideal customers and occasional broader-entertainment posts to attract wider audiences. - Most niche content should align with your brand while occasional light posts are safe. Transcript: Tara Zirker Oh, goodness. What a good question. And I think there's a lot of schools of that on organic strategy and how to do it right. I mean, one that I've kind of always felt very drawn to is you want to have your niche content that's very specific to you. And then you will have some content that has broader appeal and could attract in a little bit of a wider audience. Now, I know that we have tons of workshops at Social Media Marketing World to address just that, you know, what is the right strategy on organic social these days? But I would say that if you're thinking of it from the perspective of Meta's trying to match everyone's algorithms to their interest level, then yeah, you probably do want to think, We want to make sure that we have enough content that really is niche enough that it dives into problem awareness and solution awareness for our ideal customers and clients. And then I think it's okay to have some broader content that would still attract that audience, but might just feel a little bit more entertaining or globally, universally kind of appealing To people. Jerry Potter So if I'm understanding you correctly, you're saying as long as most of your content fits a general interest, you should be okay to occasionally post a photo of the office dog, for example. Absolutely. Tara Zirker I mean, I would say you're safe on that. And also remember that Meta's not serving everybody. It's a small subset. When I looked at the data, did it say, you know, and this is kind of a newer thing that they're doing and they're still studying signals. ([Time 0:21:26](https://share.snipd.com/snip/5370bb4f-57f8-4608-a301-a923108b9f40)) - **Facebook Adds Creator Affiliate Marketplace For Reels** - Meta launched affiliate tools letting creators browse brand product catalogs in the professional dashboard and attach clickable affiliate links to Reels. - Integrations include Amazon and Shopee, enabling creators to earn commissions and brands to gain low-friction reach. Transcript: Jerry Potter And one thing that Facebook is doing is they've brought in the affiliate tools so that you can basically submit your products, sell them through Facebook, and then someone who is creating Content around that can self-serve the products that they want. So they basically go through the professional dashboard, browse and select products from brands that align with their content, and they get to attach an affiliate link to their reels, Which as we've been discussing, are getting all kinds of reach. And yes, it's a clickable link in the reel. And then the creators, of course, would earn commissions. But of course, the brand themselves would be getting this additional reach. And then, of course, hopefully sales. And I love anything that reduces friction for marketers to try something new. But Tara, you've obviously maybe done some of this on the ad side as well. But what should businesses consider before running an affiliate program through Meta? I mean, I don't even know how hard it is to sign up and sell through Meta and all of that. Tara Zirker Yeah, I think this is a play for TikTok marketplace, right? It's become so popular and that in-op shopping experience. I'm really excited about it. I think this is going to unlock a whole new layer of monetization for creators and brands. And so essentially what Meta has announced so far is that they're integrated with Shopee and Amazon in the U.S. And so I think they're going to be adding more and more probably Shopify integrations and things like that as time goes on. But what we know is coming is that brands will be able to add their product catalogs onto this marketplace. Essentially, creators will be able to become affiliates and easily add those products into their feed. ([Time 0:27:37](https://share.snipd.com/snip/47833c03-0cfd-48fc-b2c9-13141383dbea)) - **Do The Outreach Work To Build An Affiliate Network** - Don’t rely solely on the marketplace to recruit creators; proactively seed relationships by sending product and outreach. - Maintain consistent engagement with creators so your brand stays top of mind amid many competing products. Transcript: Tara Zirker Think that should always be part of your affiliate play. I think as you gain popularity and creators see that, hey, other creators are talking about your products and they seem to be successful with it. And as they talk amongst themselves about which products are doing well, you're going to see some organic growth to your kind of affiliate community or creator community that way. But I do think that you can do a lot as a brand, you know, kind of seeding those relationships, sending product, making connections, reaching out like that type of activity. I don't see that going away. No matter how integrated these platforms become with these marketplaces, I still think you need to do the legwork to establish those relationships and build your affiliate network. You know, that should, for many companies, that should probably be, you know, an important focus for them. So these kind of marketplaces certainly can make it easier and you might, you know, attract folks coming in and finding you maybe word of mouth from other creators, but you definitely, You know, most brands will still need to put in the legwork, establish the reputation, send a product, get their creators excited. And I would say stay very consistent in that relationship so that you're top of mind, right? Creators have so many brands and products available to them. ([Time 0:32:31](https://share.snipd.com/snip/c7335e7e-24c6-4cca-99e7-ffda8d8fc8ae)) - **Meta Tests Vibes AI Video App As Creation And Training Ground** - Meta is testing Vibes, a standalone AI-generated video app spun out of Meta AI, similar to Sora's feed of AI videos. - Pure AI video feeds show initial downloads but engagement may decline; utility may be higher as a creation tool than a consumption feed. Transcript: Tara Zirker Vibes. Yeah. Well, so it's an AI video feed essentially. And guys, you know, I, I am not the target market for vibes. I'm going to say that right up front. Michael Stelzner You're not feeling the vibes. Tara Zirker I'm not feeling the vibes on this one. I feel like I just am not interested in an algorithm feed of pure AI video, but I do understand it does have its place. I mean, when Sora came out, they had 100,000 downloads on day one. That wears off after time. I know Sora had said they had kind of declining engagement over time. That might be expected on a new app that's just kind of getting their bearings and figuring out what's sticky and what makes people excited. I do think that there's probably a use case for it. Case in point, my husband was traveling recently and he said for the first time ever, he was in Uber and his driver was watching. Now this was on Instagram, but he was just watching AI the entire time. It was just AI video content and a little bit educational and just kind of like funny stories from around the world. I mean, technically he wasn't really watching it. He was listening to it. But my husband said the entire 40 minute drive was just this AI content. It was very obvious AI content. And the gentleman was just listening to it. So clearly, there's a market for it. And it'll be interesting to see how this evolves. ([Time 0:35:57](https://share.snipd.com/snip/70a87bba-268f-4126-923c-6680400047de)) - **Use AI Video Apps To Generate Story-Arc Ad Creative** - Use AI video tools as content creation engines to produce story-arc ads and downloadable clips for other channels. - Tools like Sora produced reusable product demos with coherent story arcs that advertisers then turned into paid ads. Transcript: Michael Stelzner Let me tell you why this might matter for marketers. If it is competitive to Sora, what Sora did really well is first of all, it would train on your likeness and, and even your voice. It wasn't great on the voice, but it could get your likeness down and you could just give it a prompt and you would get a video out of it. And you could download those videos and you could use those videos in other places. So you could get really, really, really creative. And I've had people on my AI Explored podcast talk about how they actually created a lot of ads that they put money behind using Sora. Because Sora is really good if you give it like a base set of directions on creating product demos that would look like you would have hired a production crew to do. And what Sora was really good at is it understood story arcs. So it understood how to create an entire arc of a story without any direction at all. And that was this magic sauce. It knew how to create a short form video that had a story arc in it that was designed to draw people in. Some people did fantastical things with it, and some did practical things with it. Now, Tara, you know content creation is one of the biggest problems on ads. If Meta can get this figured out where you could hypothetically give it a base shot of your product and come up with some really killer way to show that product in a really engaging way, It could make for an incredible ad. ([Time 0:37:30](https://share.snipd.com/snip/d2b59e73-8c2d-43f7-a9b9-9e77b109a62e)) - **Set AI Use Policies And Disclose AI Actors When Needed** - Establish internal AI content guidelines and disclose AI actors when appropriate to protect trust. - Mid-to-large brands are already drafting rules; UGC-style AI actor ads sit in a gray zone and require brand-specific decisions. Transcript: Tara Zirker I would say probably the gray area right now for most brands is kind of UGC style ads with AI actors. To me, that is probably your greatest area. Hey, don't get me wrong. There's plenty of brands doing it. Some of them disclose it. Some of them make it a little bit more obvious that it's an AI actor. But I would say that's probably the area that brands kind of need to evaluate within their own ethos, like if that feels okay to them, right? Because if you're saying, I tried this product and it's an AI actor kind of talking through their experience with the product, that's probably a little on the edge, I would say, for most Brands. But also there are brands that feel comfortable with it. And I'm not here to judge. I think everyone has to kind of make their call. But I will tell you that, especially in the mid to larger brand side, they are definitely having these conversations. They're creating their guidelines. You know, they're trying to establish what their rules and boundaries will be for this. Now, when it comes to things like Mike was describing things more fantastical or fun, fantasy, I mean, I say go for it. I think that's great. And what we've seen in the ad space is like any other creative type, some of it works and some of it doesn't. And so, you know, I don't know that there's, I mean, each brand is going to see what's kind of consistent for them. I don't know that there's anything global that is groundbreaking here. Obviously, you need to always follow kind of the same advertising type formats that we know work. You want hooks. You want to create that problem awareness. And you want to guide people into the solution, call to action. All of those things are still really, really important. But I think play with it. Have fun with it. There's lots of things we were never able to do at the budget levels we're able to do it at now that are available to everybody. ([Time 0:41:09](https://share.snipd.com/snip/633e6e55-170d-4de6-a787-287b5da4169d))