Meta just gave millions of creators a powerful weapon against content thieves. The company rolled out Meta’s tool for content theft, a smart new feature that automatically detects when someone copies your Reels on Facebook or Instagram and alerts you instantly. Creators no longer have to hunt for stolen posts themselves. Starting today, eligible creators receive notifications the moment Meta spots a near-identical copy of their video. This mobile-only tool helps protect original work before rip-offs go viral and steal views, likes, and earnings.
How Meta’s Tool for Content Theft Actually Works
Meta built the system using the same advanced technology behind Rights Manager. It scans billions of videos daily and flags copies with high accuracy. Here’s exactly what happens when someone steals your Reel:
- You get an instant push notification inside the Facebook or Instagram app
- The tool shows a detailed match score, views gained by the copy, and the thief’s follower count
- You choose the action in one tap:
- Block the copied Reel from appearing on both Facebook and Instagram
- Reduce its reach so fewer people see the stolen version
- Add automatic credit that links back to your original post
- Release the claim if you’re okay with the repost
- Creators can build an “allow list” for partners, brands, or friends who have permission to share
Important: The Meta’s tool for content theft only protects Reels that you post or cross-post to Facebook. Once your video lives on Facebook, Meta starts watching for copies across both platforms.
The feature turns on automatically for creators already in Meta’s monetisation programme and those using Rights Manager. Others who meet originality rules will see prompts in their Professional Dashboard or Feed.
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Meta stresses that blocking a copied video only limits its reach – the poster doesn’t get banned. This stops creators from weaponising the tool against innocent users. However, repeated false claims can cost you access completely. Right now, everything works inside the mobile apps, but Meta confirms desktop support is coming soon. With short-form video battles heating up, Meta’s tool for content theft finally puts real power back in creators’ hands. Original voices win again.
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