Facebook Removes 20% Text Rule

Written by Bridgette Weller Brown
on 08 Oct 2020

If you’ve ever had to produce an advert for Facebook then you’re probably well aware of the 20% rule (and likely have some strong opinions about it.)

For those who have been lucky enough to escape the torturess act of having to ensure your advert contains only 20% of text, then you have been blessed.

Until now, that is.

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Example ad with 20 text


(READ: What Is Evergreen Content? A Guide to Long-Lasting Blogs that BOOST SEO)

Lo and behold, Facebook has announced that this is no longer going to be an issue.

No longer will ads be rejected if they dedicate more space to text than image/video.

Following a test that rolled out in April, Facebook found that people were confused by the 20% rule. Many people were confused and unclear around the rules, and were never aware that the advert would have been rejected until it was completed and submitted for review.

However, now is not the time for celebration.

While your ads won’t get rejected for having too much text, they will be subjected to categorising depending on how much text is in the ad.

This new twist on an old rule has the ability to impact your posts reach, as well as the overall cost of your advertising campaign!

The categories are:

  • Okay
  • Low
  • Medium
  • High
Image text OK, low, Medium or High
Credit Facebook


(READ: 6 Simple Tips to IMPROVE Your Videos)

Facebook stands by its statement that users prefer ads with less text.

“To create a better experience for viewers and advertisers, ads that appear on Facebook, Instagram, and the Audience Network are screened based on the amount of image text used in your ad,” A Facebook Statement explained “Based on this review, advertisements with a higher percentage of image text may not be shown. Please note that exceptions may apply to certain ad images. For example, exemptions apply to book covers, album covers and product images.”

So there we have it, let us know what you think in the comments down below.

(READ: Changes are Coming to Facebook Ads)

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