After years of waiting and many headaches for advertisers, we can finally say goodbye to the rule of 20% of the text in Facebook ads, since now the great social network will only limit itself to recommending moderation when adding text to the advertising that is shared on its social network.
The 20% text rule on Facebook is finally gone
Matt Navarra, one of the highest authorities on , has been the first to share the news on his Twitter account that finally the 20% text rule on Facebook will disappear after a new update in the regulation of advertisements in the social network:
BIG news for Facebook advertisers:
Facebook is killing its ‘<20% text in image' rule for ads
Source: Facebook
– Matt Navarra (@MattNavarra)
And while Facebook is still in the process of updating its documentation to reflect this update, the change is certain.
Facebook claimed that a large amount of text in the images offered a bad user experience
For Facebook it has always been clear that those ads that include a large amount of text in their design cause a bad user experiencesince as a general rule and graphic elements on the text on your platform, much more on the ads.
In fact, it is still possible to find information on the social network: ”To create a better experience for viewers and advertisers, ads appearing on Facebook, Instagram and Audience Network are analyzed based on the amount of text which is used in your ad. Based on this review, ads with a higher percentage of text may not show.”
As you can see, the rule has been quite clear: ads with too much text in images would not be approvedand much of the frustration was not only keeping ad images under 20% text, but knowing if the violation had been committed, as an advertiser realized they were over the limit when their ad was not published.
This rule was so difficult for advertisers to follow that Facebook had to offer a to help them verify if the ad in question aligned with this 20% restriction.
The restriction is now just a suggestion: keep text short on images
The beginning of the end of the restriction of 20% of the text in Facebook ads began in 2016, the year in which the social network was more flexible when it came to restricting ads that exceeded this limit, in addition to integrating some exceptions such as the infographics, event poster images, screenshots for apps and software, book covers and comics.
Although the platform allowed the ad that exceeded the text limit to be published, it did in relation to how much it exceeded the limit. In the new update any scope restrictions for ads have been liftedthat is, any ad on Facebook Instagram or Audience Network that exceeds 20% of text in its image, will be able to run and will be shown to the same number of people as any other ad.
Of course Facebook continues to think that a large amount of text in images could be detrimental to campaignsHowever, the restriction has become just a recommendation that advertisers “keep the text short, clear and concise to convey their message effectively.”
But now it will only be a suggestion, which will undoubtedly be a great relief for many advertisers and brands that will now be able to unleash their creativity as they have requested.
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