There’s big news in the world of Facebook advertising.
Facebook changed its policy in June to get rid of the 20% text rule for ad images. While the change went into effect last month, it’s rolling out slowly so changes have not reached all users yet.
The policy used to state that ad images could be no more than 20% text, so ad images had to be heavy on the image and easy on the text. While the new policy still emphasizes that less text is better, it’s moving from 20% as a hard and fast rule to more of a suggestion. Instead of outright disapproving ads with a lot of text, it will rate them as having high amount of text, medium, low or OK. OK is the highest rating an ad can get and will result in more delivery.
Facebook also lists exceptions that the new policy will take into consideration. Certain ad images, like book covers, product images and movie or event posters, will not be penalized for being text-heavy.
The bottom line of this policy change is that not a whole lot will change. It’s still best to include a small amount of text in ad images, but Facebook marketers can celebrate the opportunity for greater flexibility and creativity with text in ad images.
Written by: Kelsey Thompson