If you’re a creator who’s ever watched your carefully crafted Reel rack up millions of views on someone else’s account (with cropped watermarks and zero credit) while your original sits in obscurity, Meta has finally noticed your pain with its recently rolled out “Content Protection” tool.

Meta’s new content protection tool works by automatically scanning both Facebook and Instagram for matches to your original Facebook Reels; whether they’re full copies or partial clips. Once you’re enrolled, every Reel you post to Facebook gets protected automatically.

Three Choices, One Dashboard
When the system detects a match, you’re presented with three options:

• Track: The matching Reel stays visible, but you can add an “original by” label linking back to your profile or page. You can also monitor its performance: views, engagement, and monetization status.
• Block: The Reel becomes invisible on both Facebook and Instagram. Meta notes this won’t result in disciplinary action against the account that reposted your content. Perhaps they’re worried about creators weaponizing the system, or maybe they’re just being diplomatic. 
• Release: Removes the match from your dashboard entirely. Maybe you realize it’s fair use, you just don’t care enough, or you secretly enjoy the extra exposure. 

There’s a fine print, though. First, this only works if you post your original content to Facebook. Even though Meta scans Instagram too, it requires Facebook to be your starting point. This is Meta essentially bribing creators to revive Facebook’s creator ecosystem, which has been behind Instagram and TikTok for years.

Second, the tool is currently mobile-only, though Meta says desktop access is in testing. Third, eligibility requires you to be part of Facebook’s Content Monetization program and meet “enhanced integrity and originality standards,” or already using Rights Manager. 

To know more, click here.