Facebook Removes Text Restrictions on Paid Ads

Facebook Removes Text Restrictions on Paid Ads

Abigail Clarke - Paid Social Manager 29th September 2020 Read time 6 minutes

Every avid marketer will be aware of the 20% text limit that Facebook applied to ad imagery. The restrictions were not well received by marketers who have had to reformat numerous images and use workarounds to get through ad approvals.

The rule was originally put in place to prevent the news feed becoming overly cluttered and negatively impacting the user experience. It was also suggested that text on an image made it obvious to users that the post was an ad. However, as time progressed and the platform developed, Facebook began releasing more complex ad formats that contained different levels of text and users began to edit their own images more and more. The distinction between a paid ad and organic post was becoming increasingly blurred.

In 2018, the restrictions were relaxed so that advertisers could include more text in their ads but their reach would be “limited” as a result. Facebook also created a “Text Overlay Tool” so that advertisers would be given immediate feedback on their text levels so that they could make the necessary amends ahead of ad creation. The tool also had the added benefit of highlighting the degree that images exceeded the text rule, giving an “Image Text Rating” of OK, Low, Medium or High.

This week, it was announced that Facebook will be removing all restrictions and ads with more than 20% text will not be penalised.

See the official explanation around text in images below:

Facebook's ad system is designed to maximise value for people and businesses. That's why we conduct research and analyse feedback from our community to understand how different attributes of an ad affect the ad's performance. We've found that images with less than 20% text perform better. With this in mind, we recommend keeping your text short, clear and concise in order to get your message across effectively.

Facebook have always reported that users react more positively towards ads with less text in and the restrictions would benefit users and advertisers alike. However, this has now transgressed into more of a best practise suggestion rather than a hard rule. Advertisers rejoice!

Find our top content marketing tips to stay alert for this year. Want to know more? Get in touch with a member of our helpful team here at M3.Agency - or find out more about our services online today, and how we can help you with your content marketing strategies now.

Related Stories

Things we loved with month - October

From Aldi’s clever play on their ‘middle aisle’ to Captain Sir Tom Moore’s affiliation with Cadbury to encourage people to ‘Donate your words’, learn more.

2nd November 2020 Read time 7 minutes

Things we loved this month - September

Saying goodbye to the month of September means summer has truly finished, and the Christmas countdown can begin (scarily!). 2020 has whizzed past in what can only be described as a blur of uncertainty, but now we journey into a new sense of ‘normality’.

30th September 2020 Read time 7 minutes

Things we loved this month - August

From Coca-Cola teaming up with George the Poet to Facebook introducing new AI technology that could match TikTok, discover the top 8 things we loved this month from our guide.

1st September 2020 Read time 7 minutes