360 Online Marketing | Facebook 20% text rule
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Facebook 20% text rule

11 Sep Facebook 20% text rule

Facebook 20% text rule become more flexible, or does it?

Facebook is a visual platform, driven by rich, vibrant and glorious imagery. We constantly find the most awe-inspiring pics on this platform and are often at a loss for words when paging through certain timelines.

However, when utilisiing Facebook’s wonderful advertising capabilities in order to reach and entice many prospective clients, we have often been curtailed by their 20% text rule.  If an image contained more than 20% text, the ad would be rejected. As some experienced marketers subsequently found out, it wasn’t simply the amount of text that caused the ad to be rejected – where text was located also played a role.

This rule was relatively straightforward enough to adhere to through Facebook’s own best practice “grid-tool” and by incorporating software like Photoshop. However Facebook users prefer little or no text on imagery and the 20% rule came into effect to insure it continues to provide an optimal user experience.

So why change the rule now? Facebook understood that some advertisers either found the 20% rule confusing, while others complained that it was not clear at the time of submitting your creative, whether it met necessary requirements.

According to the new rule, Facebook wil no longer reject your ad based on the amount of copy contained therein. What they will do however, is limit the distribution thereof as well as increase the cost-of-reach for text-heavy ads. Text density adjudication will be broken down into four catagories:

  • OK – Limited or no text on images, which is EXACTLY what Facebook prefers.
  • LOW – Very little text on image, but at least some limited reach could be expected.
  • MEDIUM – Facebook labels these as “heavy text”, with distribution severly limited.
  • HIGH – Ads are viewed as having too much text and will very likely not be viewed.

This begs the question, “how should we change the way we add text to Facebook ads going forward?” Our feeling is if you were clever about not using too much text and your strategy for Facebook ads had been centered around the 20% text rule up until now, you’ll be just fine.