Facebook knows just how hard it can be to meticulously craft original content for the internet. Its newest feature for users of the social media platform (and Instagram) lets those creators, the folks who are aware that their “original work is your voice,” keep control over what they’ve made.

The new feature “automatically protects your original reels, alerts you when matches to those reels are detected on Facebook or Instagram, and helps you take action if your work is used without permission.” Sounds like a handy way to bang your head against a wall, but at least you get to argue with a total stranger for the attribution you’re due.

Facebook originality

According to Meta, the new mobile-focused content protection system is based on the company’s Rights Manager tech — the same thing folks who own actually valuable IPs (and, generally, the notoriously grouchy IOC) use to take down footage or images you’re not allowed to play with. Civilian users will find that the function “continuously scans Facebook and Instagram for matches to your protected Facebook reels, whether they’re full or partial matches to your original work.”

Before this happens, you’ll need to register your work on the system so Meta can scour the internet for copycats. Presumably, if someone else lists your work first, there’ll be a different argument to be had, but that’s why you’re signing up for either way.

If a duplicate of your hard-filmed sob story that totally happened you guys is detected, users will have access to its performance and reach, the option to “reduce the reel’s distribution” without harming the offending account, or permitting the duplication to proceed without messing up anyone’s day.

A permission system also lets certain accounts always repost that meme/video/reel without getting you involved. There’s no point in annoying your best mutuals, plus revoking access is a handy way to tell someone that the friendship is over.

The feature isn’t for everyone, however. A subset of those posting as part of the company’s Facebook Content Monetization program automatically has access to content protection, but they’ll need to have demonstrated that they “meet enhanced integrity and originality standards.” Anyone who already uses Meta’s Rights Manager can also use the new function. The company is taking applications from Facebook posters who reckon they should be on this list but aren’t, yet.