Facebook is rolling out a significant update to its algorithm aimed at limiting the reach of unoriginal content. This move is designed to support and reward content creators by ensuring their work receives proper recognition and visibility—without being overshadowed by copycats. What Counts as “Unoriginal” Content? According to Facebook, unoriginal content refers to material that repeatedly uses another creator’s work without proper credit or meaningful transformation. This includes direct reposts of text, videos, or photos with little to no alteration. However, not all resharing is discouraged. Facebook makes it clear that content which builds upon existing work—such as reaction videos, commentary, or creative remixes—is still welcome. What’s being targeted is the habitual reuse of someone else’s original work without permission or added value. Why This Matters By reducing the reach of duplicated content, Facebook aims to give original creators the engagement and exposure they rightfully deserve. The platform hopes this will motivate more creators to continue producing high-quality, authentic content. Accounts that are found to repeatedly post copied material without adding value or giving credit will face strict penalties. These include being removed from Facebook’s monetization programs and seeing reduced distribution of their content across the platform. New Tools and Features Being Tested Facebook is also exploring additional methods to attribute credit to original creators. One approach being tested involves automatically linking back to the original version of a piece of content when duplicates are detected. This way, viewers can easily find and engage with the source material. A Broader Trend Across Platforms This update from Facebook aligns with similar efforts by platforms like YouTube, which recently updated its policies to demote “mass-produced and unoriginal” content. The crackdown is also likely a response to the rise of AI-generated replicas, particularly on platforms like TikTok, where deepfake-style videos are used to mimic popular creators. While Facebook hasn’t explicitly mentioned AI, YouTube has acknowledged the growing challenge of detecting and managing “inauthentic” content that blurs the line between original and copied material. Meta’s Ongoing Push for Originality This algorithm update is part of a broader initiative by Meta to elevate original content. Instagram, for instance, has already stopped promoting aggregator accounts in its recommendations and prioritizes unique content in user feeds. Ultimately, these changes are designed to shift more attention—and potential earnings—toward genuine creators who bring their own ideas and perspectives to the table.

In an era where digital transformation defines not just marketing but the very heartbeat of consumer connection, one name has stood out in 2025 — Enormous. At the ABBYs 2025, the agency was crowned Digital Specialist of the Year, a moment that reflects not just a year of exceptional work but a mindset that’s redefining the boundaries of modern advertising. This win isn’t just a feather in the cap — it’s a full-blown banner that signals where the industry is headed: toward deeper insight, sharper creativity, and digital experiences that actually matter. The Rise of Enormous: More Than Just Campaigns For those who’ve followed Enormous over the years, this recognition isn’t surprising — it’s inevitable. The agency has consistently pushed the envelope, delivering digitally native campaigns that resonate across platforms, age groups, and cultures. What sets Enormous apart is its ability to combine data-driven strategy with emotional storytelling. In an environment where brands often chase clicks and impressions, Enormous focuses on connection. They’ve turned scrolling into stopping. Watching into feeling. Engaging into remembering. A Year That Rewrote Digital Playbooks 2024-25 was a milestone year for the agency, marked by bold campaigns that disrupted norms and redefined engagement: This year wasn’t about volume. It was about impact. And that’s what caught the jury’s eye at the ABBYs. Craft, Culture & Conversion: The Winning Formula According to insiders from the awards jury, Enormous didn’t just deliver award-winning creatives — they showed mastery across strategy, tech, creativity, and measurable outcomes. Their work blurred the lines between branded content, performance marketing, and social impact — proving that great storytelling still sells in the age of scrolls and swipes. Their approach? A threefold mantra: Leadership that Inspires, Teams that Deliver Behind this recognition is a team driven by bold leadership and an infectious hunger to keep evolving. Enormous’ digital head, speaking after the win, said: “We’ve always believed that digital isn’t a channel — it’s a mindset. Our clients trust us to not just ‘run ads’ but to shape moments that live in culture. This award is for our people, our partners, and our audiences.” What makes Enormous unique is its non-hierarchical, idea-first culture. Freshers pitch alongside senior planners. Creators work shoulder-to-shoulder with coders. Strategy and storytelling aren’t silos — they’re symbiotic. A Signal to the Industry The ABBY for Digital Specialist of the Year is not just a trophy — it’s a signal. A signal that agility, authenticity, and audience-first thinking are the real currencies in today’s digital world. Enormous’ win reaffirms a powerful truth: That the best digital work isn’t about being loud, fast, or viral — it’s about being relevant, resonant, and real. What’s Next for Enormous? While most agencies would ride the wave of such a big win, Enormous is already looking ahead. With Web3 activations, voice commerce innovations, and vernacular-first brand building on their radar, it’s clear this isn’t a peak — it’s a new beginning. As the dust settles on ABBYs 2025, one thing is certain: Enormous isn’t just playing the digital game — they’re redefining it.