Facebook Disables 20% Text Rule – But Don’t Use Text In Your Images Just Yet!

Facebook Disables 20% Text Rule – But Don’t Use Text In Your Images Just Yet!

Over the past few months, Facebook has slowly started disabling its 20% text rule for images used in Ads.

The previous rule prevented advertisers from using over 20% of text in ad images, and was supported by the handy Grid Tool.

Now that Facebook has disabled this rule, advertisers are free to use as much text as they would like in their Ad images.

So does this mean I can finally use text-heavy images while advertising?

Well, yes.. and no!

While it is technically possible to use text-heavy images, you will sacrifice your ad reach significantly by doing so.

This is because Facebook has started giving preference to ads that use little to no text in their images. The more text your image uses, the less Facebook will push the ad to its audiences.

Why is Facebook doing this?

While there is no solid answer to this, we believe that Facebook is trying to optimise user experience and would hence like to eliminate images that have a blatant “advertisement” look and feel.

Here is an official statement from Facebook regarding the recent change:

“To help advertisers achieve their business goals while providing people with an enjoyable experience on Facebook, we’ve had a policy limiting excessive text (more than 20%) on images in ads. We’re always looking for ways to improve the experience for people and advertisers, which is why we’re testing a new solution that will allow ads with text to run, but based on the amount of text in an ad’s image, the ad won’t reach as many people. We will continue to monitor how this test impacts advertisers as well as people and will iterate to ensure we are creating the best possible experience. We’re testing in certain situations but are not changing the policy across the board at this time.”

Bottom line: while your ad may not be rejected when you use a lot of text in the image, it will not be fully pushed to the audience on Facebook.

What do you think of this change? Do you think it will have a significant impact on how well your ads perform?

Send me a message to let me know your thoughts, or drop an email for any questions on this latest change implemented by Facebook.

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