This update is significant to all Facebook advertisers. As per reports, Facebook removes the restrictions on text content in Facebook Ad Images which is adding more than 20% text in the image.
According to social media expert Matt Navarra, Facebook contacted advertisers directly to tell them about the new update, stating that they will no longer stop ads with high amounts of text on images in delivery and auctions.
BIG news for Facebook advertisers:
Facebook is killing its ‘<20% text in image’ rule for ads
Source: Facebook pic.twitter.com/nP18BSLP7L
— Matt Navarra (@MattNavarra) September 22, 2020
Facebook has provided us with further information. However, according to the note above, Facebook is in the process of updating documentation to this update now. For example:
A former version of this overview highlighted the particular ad restrictions:
“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. 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.”
As you can see, the rule was obvious, Facebook will not approve ads with too much text.
Facebook has also removed the tool that checks for the text size just after they eased the restrictions.
These restrictions were causing headaches for a lot of advertisers as the rule requires specific and significant ad images to align with the rules of Facebook. Now, Facebook eased the rules to make it easier for advertisers to see those limits removed.
Why did Facebook created this text limit from the first time ?
Facebook and Instagram users seem to hate ads that have so much text on the image, so they limited it to improve the user’s experience.
However, Facebook changed the ad text rules in 2018 and enabled marketers to put more text in their ads. Though, as a result, their reach may be restricted related to how much they added more words than the limit. This is explained in the picture above.
Apparently, this update removed any restrictions related to the reach for this, which means that ads that contain more than 20% text in the image will be normally displayed, and will even reach the same number of people anyway. In the official explanation, as you can see, Facebook still keeps that images of less than 20% text perform better and advise advertisers to use fewer words anyway to improve their ad experience.
However, if you add more than that in your ad image, your ad will normally run, and theoretically will reach the same amount of people in any other ad depends on your approach.