Meta’s new tool gives Reels creators power over stolen clips

In a significant move aimed at bolstering protections for digital creators, Meta Platforms has introduced a new mobile-tool dubbed “Content Protection” for short-form videos, specifically targeting Reels shared on Facebook and Instagram. According to reports in major publications including TechCrunch, Business Standard and Moneycontrol, the rollout responds to growing concerns over creators losing visibility, credit or monetisation when their work is reposted without consent.

For creators eligible for the tool, every original Reel posted to Facebook is automatically scanned for duplication—whether full or partial—across Facebook and Instagram. When a match is detected, the creator receives a notification and is offered three primary actions: Track, Block, or Release. Under “Track,” the original creator can monitor how the duplicate performs (views, follower count, monetisation status) and optionally add attribution links that label the repost as 'Original by' and link back to their profile. 'Block' removes or hides the duplicate’s distribution across both platforms. 'Release' lets the duplicate remain but removes it from the creator’s dashboard.

The tool uses the same underlying matching technology as Meta’s existing Rights Manager for copyright holders. Access to the new feature is being granted automatically to creators who are part of Facebook’s Content Monetisation programme and who meet heightened integrity and originality standards; others may gain access via the Rights Manager or apply directly through the platform.

However, there are some important caveats and industry reactions. First, although the tool protects content across Facebook and Instagram, eligibility requires the original Reel to have been posted on Facebook (or cross-posted from Instagram to Facebook). That means creators who post exclusively on Instagram may not benefit until they link to Facebook.

Second, while the duplicate’s reach can be suppressed (when “Block” is chosen), the reposting account is not subject to automatic disciplinary action—Meta says this is to guard against malicious targeting of accounts. At the same time, creators who submit false claims or misuse the system risk losing access themselves.

In commentary, analysts say the launch reflects Meta’s broader push to emphasise originality, reduce low-quality duplicate content, and strengthen the creator economy on its platforms. The move comes as platforms increasingly compete for short-form video creators and their audiences.

For creators, the new tool may offer a real guardrail against unauthorized redistributions of their clips, providing insight into how and where their work is used—and enabling them to take action if needed. At the same time, it nudges creators toward publishing on Facebook (or cross-posting) in order to activate the protection mechanism. The mobile-only rollout is currently in place, with Meta testing desktop integration via the Professional Dashboard in the near future.

Ultimately, this innovation by Meta highlights the increasing value placed on creators’ rights in the digital video economy—and the lengths to which platforms must go to retain, support and protect the individuals driving engagement. As one medium put it, whether you’re a micro-influencer or a high-profile creator, having visibility and control may now hinge on the tools your host platform provides.