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Happy Marketer Blog

Facebook Changed Its 20% Text Rule. Should You Celebrate?

Posted by Sumanth Raj on Apr 15, 2016 7:01:04 AM

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Facebook Ads have a host of rules and guidelines, and it can be quite arduous to keep up with them all the time.

One of the most common (and annoying!) rules was Facebook’s 20% text rule. But, with Facebook’s grid rule gone, you can now heave a sigh of relief. Facebook has now introduced a text rule with four new categories:

  • Image Text: OK
  • Image Text: Low
  • Image Text: Medium
  • Image Text: High

If your images are classified in the OK category, with just a company logo and no other text, your ad will reach more people.

NOTE: Image text with OK

Your ad’s image contains little or no text. This is the preferred image style.

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 NOTE: Image text with Low

Images under the Low category, with just a company logo and little text, will reach fewer people.

Your ad’s image may be slightly limited.

You may reach fewer people because there’s too much text in the ad image. Facebook prefers ad images with little or no text. Consider changing your image before placing the order.  

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 NOTE: Image text with Medium

For images categorized Medium with just a company logo and text, the reach of the ad will be limited due to too much text.

Your ad’s image may be limited.

You may reach fewer people because there’s too much text in the ad image. Facebook prefers ad images with little or no text. Consider changing your image before placing the order.  

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 NOTE: Image text with High

And, for those images under the High category, with rather too much text, the ad may not even make it to the audience.

Your ads may not not reach audience if you use an image with this much text.

You may not reach your audience because there’s too much text in the ad image. Facebook prefers ad images with little or no text. Unless you qualify for an exception, change your image before placing the order.

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 Facebook has made the text rule easier and more flexible. WeRSM recently structured their ads based on the new text rule, and here are some examples:

Facebook gives you a pop-up notification mentioning that your ad is likely to reach fewer people because the image contains too much text.

Image courtesy: Wersm    

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After Facebook approves your ad, they again notify you about the resulting lower ad reach.

Image courtesy: Wersm

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In these exceptional cases, text does does affect your ads:

  • Infographics
  • Book and album covers
  • Product images where the entire product can be seen
  • Posters for movies, music festivals, sporting events, and comedy shows
  • Legal text
  • App screenshots
  • Cartoon and comic strips
  • Text-based business calligraphy

So what are the advantages and disadvantages of this new text rule?

Advantages:

  1. Designers will be happy since they don't need to struggle and fit in text or other details on the image
  2. Social media managers need not pressurise designers to fit the text under 20%
  3. Event organizers, FMCG and e-commerce product folks will be gleeful since they can include all sales         details in the form of text on the image
  4. The pages fleshing out content with more organic reach with less paid push will benefit

Disadvantages:

  1. Previously, text in the form of numbers was not considered under 20% text rule. But now, keep in mind         that numbers, text-based logos and watermarks ALL count as text on your image
  2. It affects the brands who incorporate different patterns for text. How? Here’s an example: When brands     kept their text well under the previous 20% rule and spent S$5, they gained a reach of 4-6k users and           around 600-800 interactions. With the new text rule, the reach would be rather disappointing - a mere           1.5k to 3k users with around 200-400 interactions.
  3. Images with more text and promotions would affect the companies’/agencies’ monthly KPI

What do you think about this update? Do let us know in the comments below!

Facebook has changed its text rules. How will you be changing your content? If you’re asking yourself the same question, our social media marketing and content creation services might help.

Want a concrete content creation plan? Learn how to create one at this Social Media & Viral Marketing workshop, hosted by our sister company FutureMarketer on 18 May!

Topics: Social Media Marketing, content marketing, facebook

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