Facebook is a popular platform for advertising, allowing businesses to reach a wide audience. One important guideline for advertisers is Facebook’s 20% text rule. While this rule has been relaxed in recent years, it’s still key to improving your ad’s performance. Let’s break down what the 20% rule is, why it matters, and how you can follow it to create better Facebook ads.
What Is the Facebook 20% Text Rule?
The 20% text rule was a guideline that limited the amount of text allowed on ad images to 20% of the total image area. If your ad image had too much text, Facebook would either limit its reach or reject it. This rule applied to all placements like News Feed and Stories.
Although facebook stopped strictly enforcing this rule in 2020, ads with too much text still tend to perform worse. Ads that follow the spirit of the 20% rule are generally more effective at reaching a larger audience.
Why Was the Rule Introduced?
Facebook introduced this rule to improve the user experience. Ads with less text are visually more appealing and less intrusive. Facebook found that users engage more with ads that are clear and easy to digest, so they encouraged advertisers to focus on images rather than text-heavy ads.
Is the 20% Rule Still Important?
Even though the 20% rule is no longer strictly enforced, it’s still important. Facebook’s algorithm continues to favor ads with minimal text. Ads with too much text can lead to fewer impressions, lower engagement, and higher costs. By keeping text to a minimum, your ads are more likely to perform better and reach a larger audience at a lower cost.
How to Follow the 20% Rule
To create effective ads that respect the 20% guideline, here are some tips:
- Use Facebook’s Text Overlay Tool
You can use Facebook’s Text Overlay Tool to check if your ad has too much text. This tool will help you ensure your ad won’t be penalized for having too much text. - Focus on Visuals
Choose strong, attention-grabbing images that tell your story without needing a lot of text. A good image can speak louder than words. - Keep Text Simple and Clear
If you need to include text, keep it short and to the point. Avoid cramming too much information into the image. - Use Captions Instead of Text on Images
Take advantage of Facebook’s headline and caption areas to communicate your message. This way, your image stays clean, and your ad remains visually appealing. - Test Different Versions
Run A/B tests to see how ads with less text perform compared to those with more text. Often, simpler ads will win out.
Benefits of Following the 20% Rule
- Higher Engagement:
Ads with less text usually get more likes, comments, and shares. They are more visually attractive and less overwhelming for users. - Better Reach:
Facebook shows ads with less text to more people. This increases the chances of your ad being seen by your target audience. - Cost-Efficient:
Ads that follow the 20% rule tend to cost less in terms of CPM (Cost Per Thousand Impressions), allowing you to reach more people without increasing your budget.
Examples of Good Facebook Ads
- Minimal Text Image Ads:
A fashion brand might show an image of a model wearing their latest collection, with only a small discount label on the image, while the call to action (CTA) is in the caption. - Video Ads:
Videos often rely on motion and graphics instead of text. For instance, a food brand could show a cooking demo, with only a few words highlighting the key ingredients.
Conclusion
Even though Facebook no longer strictly enforces the 20% text rule, keeping text to a minimum in your ads is still a smart strategy. Ads with fewer text elements tend to get better engagement, wider reach, and are more cost-efficient. By focusing on clear, simple visuals and minimizing text, you’ll create Facebook ads that perform better and help grow your business.If you want to learn more or need help setting up your next Meta Ads campaign, feel free to reach out to one of the Best Ecommerce marketing agencies in india for expert advice.