You can stop copy-pasting that same “We’re here for you with compassion” caption now. Facebook’s not having it—and neither are families. This week, Meta made it official: copycat, duplicated, and recycled content is getting deprioritized, demonetized, and, in some cases, hidden altogether.

So what does that mean for your funeral home?

If you’ve been relying on generic stock videos, third-party filler posts, or reposting content from other pages, your organic reach is about to flatline. On the flip side, if your content is original, personal, and authentic—especially video—you're about to win big. Like, “millions-of-views-and-hundreds-of-thousands-in-pre-need-sales” big.

Let’s break it down.

Facebook’s Copycat Crackdown: What You Need to Know

According to Meta’s official announcement and TechCrunch’s report, Facebook is tightening its algorithm to demote unoriginal content—including:

• Reposted content from other creators without meaningful additions.
• AI-generated posts that aren’t humanized or personalized.
• Copy-paste captions or media reused across multiple pages.

If your funeral home has been relying on a “social media management” company that blasts the same posts to 200 clients, this is the moment you fire them. The days of cookie-cutter content are over. And that’s a very good thing for funeral homes ready to show up authentically.

Original Organic Video Is King

We’ve said it for years: Video content wins. Not just any video—but original, organic video that features real faces, real voices, and real moments from your funeral home.

Here’s what we’ve seen at DISRUPT Media:

• One of our clients went viral with a 37-second video showing a behind-the-scenes look at how their staff prepares a remembrance table. Over 2.3 million views. $80k+ in pre-need sales tracked back to that single video.
• Another client posted a candid iPhone video of their funeral director talking about the “5 things no one tells you about planning a funeral.” Over 1 million views later, their Facebook Page following tripled, and they now close pre-need sales weekly from Messenger leads.

This stuff works. And now, with Meta putting its thumb on the scale for original creators, your funeral home has a huge opportunity to step out from behind the curtain.

What Happens If You Ignore This?

If your page is filled with:

• Stock images of candles and clouds
• Recycled grief quotes
• Posts that look like they were written by ChatGPT in 12 seconds

…Facebook is going to bury your content.

You’ll see less reach, less engagement, and worst of all—less trust. Because families can smell inauthenticity a mile away. When every post feels like a template, you’re not building relationships. You’re just taking up space in the feed.

Meta’s update means you're not just being ignored—you’ll be actively penalized in the algorithm.

Why This Matters for Funeral Homes

Look, you’re not Taco Bell or Nike. You don’t need to go viral with a meme every week. But you do need to build relationships and trust. And that doesn’t happen with generic content.

It happens when a family sees:

• The funeral director on video explaining how your preplanning process works
• A behind-the-scenes look at your staff setting up a memorial for a veteran
• A quick “thank you” video after a community event
• Real stories about real families (with permission, of course)

Relationships are built through storytelling—and stories need real people.

The Math Behind Organic Reach and Pre-Need Sales

Let’s talk dollars.

The clients we work with who consistently post original organic video content have seen:

• Hundreds of thousands of views every month
• Hundreds of direct leads through comments and Messenger
• Hundreds of thousands of dollars in pre-need contracts signed from people who “just kept seeing their videos pop up” and finally reached out

That’s the power of showing up in the feed consistently with real, original content. It builds familiarity, then trust, then sales. Simple.

And now, with Facebook deprioritizing unoriginal content, the gap between the funeral homes that “get it” and the ones that don’t is only going to get wider.

How to Create Original Content That Works

Here’s what we coach funeral homes to do (and what DISRUPT Media helps you execute):

1. Shoot short-form video (30–90 seconds) weekly. Use your phone. Be real.

2. Focus on value, not sales. Answer questions, tell stories, go behind the scenes.

3. Feature real people. Your staff. Your community. Your voice.

4. Keep it local. Talk about the weather. Talk about your town. Show your face.

5. Engage in comments. Don’t post and ghost—reply, connect, and invite conversation.

We’re not saying it’s effortless. But it’s way easier than trying to recover from being buried by the algorithm—or rebuilding trust after families realize your content looks exactly like five other funeral homes in their feed.

You Can’t Copy-Paste Relationships

This is the bottom line: You can’t copy-paste trust.

In a profession built on connection, emotion, and legacy, it’s baffling how many funeral homes rely on generic, robotic content. Meta just gave you the ultimate nudge to stop.

Families are watching. Facebook is watching. And the opportunity to stand out has never been greater.

If your funeral home is ready to drop the stock content, ditch the templates, and actually show up on social media the way your community deserves—we’re here for it.

Let’s Build Real Relationships. And Real Results.

DISRUPT Media is the only social media agency in funeral service doing this right. We don’t recycle your content. We don’t use stock filler. We do help you build a brand that earns trust and creates sales—organically.

Hear from Katharine Wagner-Elfner who doubled call volume in 18 months with organic content: Read Now

Let’s talk.  Head to https://disruptmedia.lpages.co/demo/. We’ll help your funeral home win the war on copycat content—and win on social.