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Facebook Removes the Infamous 20% Text Rule

Social media

If you work closely with Facebook Ads Manager you’ll be all too aware of the infamous ‘20% text’ rule. For those aren’t in the know, Facebook allowed only images (and video thumbnails) to perform optimally when less than 20% of the total image size contained text – until now, that is.

Advertisers have heard from the platform recently to say that the rule will no longer be enforced – see the full statement below.

So, what does this mean for advertisers?

Does this mean advertisers should start piling text into any available space in an image asset? No, probably best not to do that. Despite the rule no longer being strictly enforced, Facebook still recommends that images and thumbnails stick to limited amounts of text.

“Advertisers are still encouraged to reduce the amount of text with images, as we have found that images with less than 20% text generally perform better.” – Facebook

Design logic still applies, and this means that the aesthetic approach will more likely score you better results. Ad creative tends to be the most important element of a social media ad, so jamming your image with lots of text for the sake of it won’t necessarily be the way forward.

Testing, testing…

As with everything else when it comes to Facebook Ads, you never really know until you test! Take the chance now to A/B test your current ads with limited text against some various other formats using slightly more text.

This ad that I came across from Fiat is an example of how increased text could be utilised in an ad – it emulates a traditional print ad more than a typical Facebook ad but still has a fair amount of whitespace and clear key messages.

What do you think of this update from Facebook? Will you be testing out some new ads using a more relaxed approach to the text limits? Tweet us @passion_digital!