Meta is launching a new tool to protect reel creators from having their work stolen

Facebook creators are getting a new tool to help them protect their work from being stolen by others. On Monday, Meta introduced Facebook Content Protection, a portable tool designed to detect when a creator’s original clips posted on Facebook are being used without their permission.

If a creator is alerted that someone else is using their reels, they will also have the ability to block the reel from appearing across both Facebook and Instagram or optionally track the reel’s performance and optionally add attribution links to their work.

Or they can choose to post their claim on the reel, allowing it to remain visible on Meta platforms.

Meta says adding content protection is part of its work to help original creators succeed on Facebook, without being drowned out by imitators. As part of this initiative, Meta said in July that it had removed about 10 million profiles that were impersonating major content creators and had taken action against 500,000 accounts involved in spam behavior or inauthentic interactions.

Although the new system also works to protect original content posted on Instagram, it requires content creators to post their videos to Facebook for it to be tracked. This also works if the creator uses the Instagram to Facebook cross-post option.

The move may encourage more creators to share their work on Facebook as a result.

The company says the new content protection system is automatically provided to Facebook creators in its Facebook Content Monetization program who also meet enhanced integrity and originality standards. In addition, the new software will be accessible to creators who use Rights Manager.

Creators can see if they’re eligible by looking for notifications in their feed, professional dashboard, and profile, or they can check to see if they have access to the tool from their professional dashboard, under Content Protection. They can also apply to access the Facebook website.

For the tool to work, it uses the same matching technology that Meta Rights Manager currently uses for copyright holders. It will also show the match percentage for each match that appears, as well as other details, such as views, number of followers, and monetization status.

The company says it gives content creators control over whether or not system tags match. For example, if the creator gives another account permission to use their content, they can add them to the Allow List so those duplicate clips aren’t automatically flagged.

Creators can also waive their claim on a one-time video, or if they choose to track the clip’s performance on another creator’s account, they can choose to add attribution links. These links will add an “original” tag to the clip that links back to the creator’s profile, page, or in some cases, to the original clip itself.

Meta tells us that it is currently testing to link back to the original feed, but linking to the page or profile is the default.

If they ban the reel, its circulation is affected, but the account that stole the reel receives no disciplinary action. This may be because Meta does not want to abuse the system to target specific accounts. Additionally, it states that if creators abuse the system, creators who file false reports may see restrictions on their own accounts or may lose access to the tool.

Tracking reels are the default, Facebook points out.

Creators will also be able to dispute instances where another account attempts to protect part of a creator’s original work. To do this, creators can submit a copyright takedown request through the IP reporting channel. (They can also submit a report if they find a match that the tool didn’t show, via the “Can’t find a specific match?” option in the content protection overview screen.)

Right now, the new tool is mobile-only, but Meta told TechCrunch that it’s testing adding it to its professional control panel on desktop.