Push for original content signals bigger reset in creator economy
Published by
May 21, 2026
Sharath Dasari, Co-Founder & COO, Flutch, said the platform shift marks a larger evolution in how social distribution works in 2026.
“For years, brands and creators could ride on recycled formats, trending audios, and templated edits to gain reach, but that playbook is changing. Meta’s recent updates are increasingly favouring original creator signals and limiting visibility for accounts that repeatedly repost or repurpose similar content. The shift indicates that originality is no longer just a creative differentiator. It is becoming a distribution advantage.”
Dasari also pointed out that audience engagement behaviour itself has fundamentally changed.
“Shares, saves, watch time, and private sends are emerging as stronger ranking signals than passive likes, meaning creators can no longer depend on repetitive formats to sustain visibility,” he said.
“Audiences are responding better to content that feels culturally relevant, niche, and conversational rather than highly polished or over-optimised. For brands, this means moving beyond copy-paste trend culture and investing in creators who can tell platform-native stories that build deeper engagement and long-term community trust.”
Push for original content signals bigger reset in creator economy
Published by
May 21, 2026
Sharath Dasari, Co-Founder & COO, Flutch, said the platform shift marks a larger evolution in how social distribution works in 2026.
“For years, brands and creators could ride on recycled formats, trending audios, and templated edits to gain reach, but that playbook is changing. Meta’s recent updates are increasingly favouring original creator signals and limiting visibility for accounts that repeatedly repost or repurpose similar content. The shift indicates that originality is no longer just a creative differentiator. It is becoming a distribution advantage.”
Dasari also pointed out that audience engagement behaviour itself has fundamentally changed.
“Shares, saves, watch time, and private sends are emerging as stronger ranking signals than passive likes, meaning creators can no longer depend on repetitive formats to sustain visibility,” he said.
“Audiences are responding better to content that feels culturally relevant, niche, and conversational rather than highly polished or over-optimised. For brands, this means moving beyond copy-paste trend culture and investing in creators who can tell platform-native stories that build deeper engagement and long-term community trust.”
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