Meta introduces new measures on its social media platform, Facebook, aimed at reducing spamming content, improving feed experience, and supporting creators.
This comes after the platform removed over 100 million fake pages and over 23 million impersonator profiles from Facebook in 2024.
Meta noted that the measures are aimed at making Facebook feeds a relevant space for content creators who share “original engaging content”.
While speaking on the new updates, Meta’s Head of Communications for Sub-Saharan Africa, Oluwasola Obagbemi, explained that several complaints have been lodged on how Facebook Feed doesn’t always surface fresh and engaging content that people enjoy, where spammy posts often crowd out authentic voices.
“Our goal is to continue creating an environment where creators who invest in meaningful content are recognised and rewarded. These changes are part of our long-term investment in making Facebook a platform where creators can grow and people can connect through high-quality content,” he added.
To address the issue, Meta noted that creating multiple accounts to share the same content will result in reduced visibility and will be tagged as spam.
Meta added that accounts engaging in duplication of posts, excessive hashtags, and irrelevant captions would face decreased reach and be ineligible for monetisation.
In addition to its automated identity checks, the company explained that a moderation assistance and comment management tool has been added to auto-hide comments from fake identity accounts.
Also, Facebook users can now report impersonators directly by clicking on an arrow down under the comment section. Meta added that it is testing a comments feature where users can signal those that are irrelevant or don’t fit the spirit of the conversation.
“These updates are designed to ensure that people see fresh, relevant posts while limiting the visibility and monetisation of content that attempts to manipulate distribution or engagement,” Meta said in a statement.
The platform reinstates its commitment to helping creators protect their original content by offering timely guidance on sharing authentic and engaging content on Facebook.
Meta’s crackdown on fake accounts
Meta’s action towards reducing the spread of misinformation and fake posts further underscores its dedication to content moderation.
The removal of more than 100 million fake accounts on Facebook proves the need for stringent rules, as these accounts are often deployed for monetisation boosts and impersonation.
“Meta is scaling its efforts to detect and remove fake accounts and pages coordinating engagement or impersonating others. In 2024 alone, the platform removed over 100 million fake pages engaging in scripted follows abuse and more than 23 million impersonating accounts on Facebook.”
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Well, the fight against unscrupulous accounts on the platform has been on for a while.
In November 2023, Meta removed a network of thousands of fake and misleading accounts based in China where users posing as Americans sought to spread polarising content about US politics and US-China relations.
Among the topics the network posted about were abortion, culture war issues, and aid to Ukraine.
A year later, the company removed over two million accounts across Facebook, Instagram, and WhatsApp linked to highly organised scam centres run out of multiple countries in Southern Asia.
It explained that the accounts were associated with “forced labour” scam operations centres in Cambodia, Myanmar, Laos, the United Arab Emirates, and the Philippines.
The fight heats up in Nigeria after Meta removed 63,000 accounts linked to online scammers in July 2024. The accounts were linked to individuals using Facebook to blackmail targets after soliciting intimate photos.
Therein, it deleted thousands of additional accounts, pages, and groups that were distributing scripts on how to blackmail and sexually extort users.
They were also involved in financial and sexual extortion scams, primarily targeting adult men in the United States.
“We are committed to making Facebook’s Feed more relevant and helping creators breakthrough. Too many spammy content are crowding out authentic creators and hurting the Facebook experience. We’re making a number of changes this year to improve Feed, help creators break through and give people more control over how content is personalized to them.” Meta said in a statement on Thursday.
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