Meta doesn’t want your remakes, reboots, and rehashing.
Unique ideas only: The platform has updated its content guidelines to crack down on Reels that stitch, react, or repost, all of which will now be deprioritised in Feed and Reels.
Original Reels views on Facebook roughly doubled in the second half of 2025 versus the year prior, so the algorithm is already putting its money where its mouth is.
Don’t let your creator briefs be loose enough to allow this kind of content. Tighten your requirements, and make sure your partners are producing something new.
Also, sometimes it pays to be smaller: Mid-tier creators are converting sales at 6%, a full percentage point above macro creators, and have grown 10x faster over the past six months.
Their audiences are smaller, more engaged, and more trusting. With social commerce continuing to grow, affiliate-driven partnerships at this tier could be your highest-ROI play.
But algorithm anxiety is causing burnout: A new report names algorithm changes as the top growth barrier for creators ahead of inconsistent brand deals, low pay, and actual burnout.
Only 12% say they’re growing without major issues, meaning most of your potential creator partners are navigating serious headwinds right now.
Feels like another thing to keep in mind when vetting possible partnerships.
