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But, in reality, the 20% rule hasn’t changed that much at all. Facebook did. In a blog post, Facebook marketer Mike Gingerich said the following say about the rule: “I’m not able to print 20% of the bad words I’ve said while trying to create Facebook Ads without using Facebook image representations. In this example of an ideal ad image, there's only a small text-based logo and no other copy. That’s 1,500 posts the social network’s algorithm has to prioritize in your news feed. One Facebook advertising rule you may have heard is the “20% rule.” If you’re confused on just what the 20% rule is, you’re not alone. As of September 7, 2020, they began removing all prior sources indicating that enforcement and replaced them indicating they will no longer penalize ads. For many years I have had a Business page on Facebook and as with any business, I want my posts to be seen as much as possible. After testing 48 Facebook ads to bust 6 marketing myths, here’s what they found: The results go against everything industry insiders tell us. The much-hated Facebook rule has been the subject of much speculation of late. And somewhere in there, it needs to make room for advertisers. Your best approach when creating a Facebook ad is to use little to no text. For a complete guide to creating Facebook ads, check out our article here. If you want people to interact with your ad, you first have to get them to notice it. Ads with less overlay text actually perform significantly better than images crowded with text, so the rule actually creates a better experience for both users and advertisers. The old Facebook 20% text rule "Until recently, Facebook advertisers were allowed to cover their ad images with no more than 20% text. With the help of a tool, users were able to see how much of the space they could take up with text. Since Facebook controls ad reach and campaign cost on its platform. I created this page to support each other by sharing healthy food and exercise tips! According to the rumors, the social network was considering doing away with the “20% text rule”. The 20% rule isn't just an arbitrary standard -- it helps advertisers reach their target audiences more effectively, and prevents users' newsfeeds from becoming overwhelmed with disruptive advertisements. So only 20% of the image can be covered words and 80% must be pure image. While you're creating an ad, it can be tricky to evaluate the exact percentage of text covering your image -- fortunately, Facebook provides a tool you can use to check before you even submit your ad for review. One of Facebook's tips is that an ad image should not look out of place in the news feed, many users are plastering text across the images that they posts.”. Try the worlds most advanced landing page platform today. Not long ago, Facebook Product Marketing Manager, Afsheen Ali, reached out to Jon Loomer to officially address the rumors regarding the 20% text rule: “Our research has shown that people demonstrate a preference for ads with less text. This looks like a win-win at first glance. Especially prior to … Facebook’s advertising guidelines include a 20 percent text rule, meaning that the text on ad photos cannot take up more than 20 percent of the photo. HubSpot uses the information you provide to us to contact you about our relevant content, products, and services. The ability of posts like these to grab users’ attention is more important now than ever following Facebook’s announcement that its news feed algorithm will be changed yet again to favor friends’ content over advertisers.’. The Facebook 20% Rule. So long, 20% text limit in Facebook ad images. What Is the Facebook 20% Rule? What counts as Text in Facebook Ads? The long-standing rule had been shifted to less a less stringent suggestion over the years, with this week marking their complete abandonment of the 20% text rule. Originally published Sep 1, 2020 5:30:00 PM, updated September 10 2020, The Facebook 20% Rule: How to Check Your Ads With a Text Overlay Tool, How to Verify Your Facebook Page in 5 Steps [+ Why You Should], How to Make the Best of Facebook Ad Targeting, According to HubSpot's Paid Ad Specialist, How to Create Facebook Video Ads, According to HubSpot Advertisers. Facebook is shifting to a new solution to improve this experience which allows advertisers more flexibility while still allowing us to maintain an enjoyable experience for people.”. An ad that didn’t clearly display its value proposition using text overlay should perform better than one that did. You could find out whether your ad was above the 20% by using the text overlay tool here. It states that Facebook advertisers can cover their ads’ images with no more than 20% text. Some advertisers think this can be confusing, as it’s not always clear that an ad does not meet the policy requirements until after creative has been submitted. To adhere to guidelines, those who paid for reach on the platform were forced to use a Facebook tool that divided ad images with a 25-rectangle grid (it’s since been replaced with a different tool, but more on that later). Marketing automation software. Sadly, reports of its death are greatly exaggerated, to paraphrase (and misquote) Mark Twain. For a complete guide to creating Facebook ads, check out our article here. The rule I consider to be most important is Facebook’s 20% rule. Determined to find out, we took a screenshot of one of our post-click landing pages for our new and improved post-click landing page optimization resource and uploaded it. The 20% Rule is one of the most popular guidelines. In fact, a recent update from a Facebook representative suggests the complete opposite. Facebook Removes Its 20% Rule The famous platform had restrictions on its ads section that included rejecting any ad that its image contained over 20% text. The Evolution of the 20% Text Rule. Great! Using the word ‘Facebook,’ and making sure the text stays under that percentage.”. This image technically passes the 20% rule, but the extra line of text means you risk your ad being seen by fewer people. Under Facebook’s new guidelines, an ad isn't outright rejected if it contains more than 20% text, but it will have its reach limited — in some cases significantly. Facebook did officially get rid of the 20% rule for good. What is the Facebook 20% rule? The grid tool (which I admittedly really loved because it was so helpful) is now gone—you can’t use it even if you wanted to. There are a few key exceptions -- discussed here. Then read bolded words after that, and consume block text last. Image 20% text rule. The Facebook Ads 20% text rule. This rule concerns ads that are placed on the Facebook news feed. Here's a simple rule to remember: the best way to capture users' attention on Facebook is to use an eye-catching image with no text. It's important to note that the 20% rule only applies to text that covers images attached to your ad. That’s when text overlay on ad images comes into play. It’s almost entirely text: Still, we only managed to reach Facebook’s “Low” text rating: These examples showcase what will and will not come under the new rule: The following are exceptions, and DO NOT count as text on your ad image: These, on the other hand, DO count as text on your image: Facebook says their users prefer ads with little to no text. Ted Vrountas is a content writer at Instapage who hates most marketing content. The platform argued that adding more text and images resulted in more clutter and overwhelming user experience. Media buyers in Facebook’s platform began to notice recently a big change: their images were no longer being disapproved for a lot of text. When the 20% text rule was implemented, it was done in an effort to reduce clutter on users’ newsfeeds, ensuring that the experience of scrolling through didn’t feel overwhelming. Also called the Facebook text rule or Facebook 20% text rule, the Facebook 20% rule refers to how much text is allowed on an image in an ad. September 2020 update on the Facebook Ads rule! What’s going to draw your users in? Facebook 20% Rule Facebook advertisers are not allowed to … “We think the ads with text overlaid looked, well, like ads. This policy is widely know as the 20% text rule of Facebook. The company’s rule that text not take up more than 20% … Facebook is concerned with making sure that all ads meet high-quality standards, and as the world’s largest social network, it’s understandable. A few months ago, whispers about a test that would change the way brands advertise on Facebook started spreading. There are a few exceptions to the 20% rule, including images of book covers, album covers, event posters, video games, and some product images that contain text (e.g., a cereal box). Facebook introduced the 20% rule to reduce the noisiness in the Facebook News Feed. This rule states that in order to run an image-based ad on Facebook, your image (s) must contain less than 20% text. While it's tempting to throw important information onto your images like this, you risk having your ad rejected by Facebook or alienating users who are turned off by the busy copy. This final example is exactly what Facebook does not want to see: This ad contains too much text over the image. Similarly, flashy text that reads “Free” or “Limited-time offer” should turn us off. There were an increasing amount of places where text is essential in ads. Text-based logos are not an exception to the 20% rule, and will be counted as text when Facebook reviews your images. In recent years, Facebook has become less stringent with its penalties on such images, and now it has abandoned them entirely. As if September 22, 2020, Facebook is removing the 20% text rule according to this information from Facebook pro Matt Navarra.. This should come as no surprise, considering research conducted almost 40 years ago indicates that we tend to notice images and headlines on a page first. Check out the tool over 10,000 SEO professionals and digital marketers use every day. Would you rather read your mom’s politically charged status update or marvel at the watercolor self-portrait your friend just finished? The 20% Rule, for those who need a refresher, requires that text takes up, at most, 20% of an image used in an ad. Premium plans, Connect your favorite apps to HubSpot. The tricky thing is that this social media site has some rules you need to follow. Previously, if 20% of an ad image’s area was text, it was not approved to run on Facebook, Instagram, or the Audience Network. Instead of using a “run or reject” system, Facebook will now categorize your ad according to the following ratings: With Facebook’s new text overlay tool, you can upload an image to see what the chances are it will have its reach restricted. For context, Facebook and Instagram have long implemented a rule for all paid advertising on their platforms that images can include no more than 20% text per image. So to make ads more relevant and enhance the performance of ads Facebook launched 20% rule which means that the ads having 20% or less text in their image will only be accepted for ads. The “20% Rule” Historically The purpose of the rule originally was to reduce the noisiness in a Facebook News Feed. Facebook has stopped throttling the reach of ads with images that have more text than Facebook recommends. Facebook introduced this rule years ago in a similarly opaque fashion. Facebook introduced a unique tool for advertisers to use to enforce the rule and educate advertisers. Facebook Ads is officially removing its 20% text rule. If you’re like Mike and Jon, you’ll be happy to know the rumors are true — Facebook did officially get rid of the rule for good. hbspt.cta._relativeUrls=true;hbspt.cta.load(53, '0e17c46b-0ab9-43a4-8ddb-bdf86aa56e78', {"region":"na1"}); Facebook advertisers are not allowed to cover their ads' images with more than 20% text. This also applies to Ads you set up too. As we scroll through our Facebook feeds, quickly scanning for posts we want to consume, it’s the ones containing bright, colorful imagery that stop our index finger in its tracks. Step 1) Upload an image from your computer (1 MB max size) Step 2) Select all the squares that contain text. Industry insider Jon Loomer isn’t a big fan of the 20% text guideline either: “First of all, Facebook’s 20% rule that applies to the amount of text that can appear within images of News Feed ads is stupid and poorly enforced, it’s inconsistent and ridiculous that it applies to link thumbnail images. Did I mention that I hate it?”. This rule applies to both single image and carousel ads run on Facebook and Instagram. This is something that I understand from marketing a business. Facebook just made changes to the 20% rule, without even alerting advertisers. Instead of adding copy to your image, try adding it directly into the body copy of your ad. It’s a guideline that’s caused advertisers on the platform much frustration, and many times a lot of additional work (so much so that people have devised ways to beat the system). As a human among marketers, his goal is to write words people actually want to read. You probably want the same thing! This new update, apparently, removes any reach restriction for this, meaning that ads with more than 20% text in the main image will be displayed, as … Facebook Grid Image Checker Tool: Facebook 20% Text Rule. Facebook knows that the best performing ads include images with little to no text, which is why they created the 20% rule. If your text exceed 20% you will receive a warning from Facebook saying that your image has more than 20% text in it including slogan We should note that this guideline is only specified for ads featured on the News Feed! If more than five squares are highlighted, the 20% rule has been broken. Facebook knows that the best performing ads include images with little to no text, which is why they created the 20% rule. however, change its ad text rules back in 2018, which enabled marketers to include more text in their ads, but their ad reach would be restricted as a result, relative to how much you exceeded the limit (this is reflected in the image above). For more information, check out our privacy policy. It’s wise to follow the new rule — which doesn’t offer as much flexibility as they’d have you believe. Until recently, Facebook advertisers could cover their ad images with no more than 20% text. 64 likes. In very general rules, any image used as a Facebook ad may not contain more than 20% text. This s… The rule showed the amount of text allowed on ad images. An ad with a simple image like this will blend more easily into users' newsfeeds and is much more likely to gain exposure and engagement among your target audience. In the next example, there's an extra line of text. Get the latest trends, tactics, and thought leadership for advertising conversion and post-click automation. When Facebook reviews your ad images, they examine how much of your images are covered by text. The image text in adverts is any text that is there on the ad creative or image. This rule states that in order to run an image-based ad on Facebook, your image(s) must contain less than 20% text. Facebook Quietly Scraps Rule That Limited Text in Ad Images to 20% It began notifying advertisers of the change earlier this month Facebook had a text overlay tool for advertisers to ensure … Facebook has a nice option to use so you can Boost your post or Ad by paying a little fee. The rule was in place to enhance the user experience as Facebook has always preferred adverts with less text. There were also suspicions that too much text on images very clearly showed the content as an ad, and users would quickly scroll past it. For a complete guide to creating Facebook ads, check out our article here. However, it gets tricky when products are involved. New: Benchmark your post-click performance for free. This rule states that in order to run an image-based ad on Facebook, your image(s) must contain less than 20% text. Free and premium plans, Content management system software. Photos of products in real situations or photos of products with a background. The tool was largely ineffective and depended on the position of the text more than it did the amount of text: The main issue with the ad text image is noisiness and news feed saturation. The Facebook 20% Text Rule: Above all these rules for Facebook ads lies the 20% text rule. The best billboards demand your attention with bold fonts, in-your-face messages, and bright, eye-catching graphics. While ads with minimal text are still preferred, Facebook has adopted a new system that allows you to run ads that would’ve been rejected under their old policy. The 20% text rule before was enforced using Facebook’s 5×5 text overlay tool. The 20% rule applied to all text images, apart from images such as infographics, event posters, screenshots for software, cartoons, book covers and so on. We use cookies to give you the best experience on our website, deliver our services, personalize content, and to analyze traffic. Facebook has a 20% text rule for images appearing in ads and it can be difficult to evaluate just by looking at the image. It all comes down to what users want to see and engage with in their newsfeeds. Editor's note: This post was originally published in June 2019 and has been updated for comprehensiveness. Instead, we’ve got a more vague guideline about recommended text overlay, which is, unfortunately, a little more complicated. A Facebook spokesperson was nice enough to provide me with the following statement on the 20% text rule: To help advertisers achieve their business goals while providing people with an enjoyable experience on Facebook, we’ve had a policy limiting excessive text (more than 20%) on images in ads. It does not include text on your ad outside of images, like the description copy or call-to-action button. Written by Karla Cook The Old Rule. Start creating your dedicated post-click pages by signing up for an Instapage Enterprise demo today. The much-hated Facebook 20% rule for text on imagery has been the subject of much speculation of late. © 2021 Postclick, Inc. All Rights Reserved. Think about your unique selling proposition. What is the Facebook 20% Rule? More specifically (via Facebook): Allowed in the 20% text policy: Pictures of products that include text on the actual product. To adhere to guidelines, those who paid for reach on the platform were forced to use a Facebook tool that divided ad images with a 25-rectangle grid (it’s since been replaced with a different tool, but more on that later). On Facebook, the ads having less text perform good then having more text. < 20% Text in Image Rule for Facebook Ads Facebook once penalized ads with higher amounts of image text in auctions and delivery. To adhere to guidelines, those who paid for reach on the platform were forced to use a tool developed by Facebook that divided ad images with a 25-rectangle grid (it’s since been replaced with a different tool, but more on that later). Since introducing self-serve paid advertising in 2007, Facebook has always meant for advertising on the channel to be a more immersive and visually heavy experience. If you want to reach and engage with potential customers on Facebook, you need to create ads that blend as seamlessly as possible into the rest of the content on their newsfeeds. Let’s go back to the beginning. Free and premium plans, Sales CRM software. You can access that tool right here. See all integrations. post-click landing page optimization resource, Posters for movies, festivals, sporting events, and shows, Watermarks, regardless of whether or not their usage is mandatory. From meeting Facebook’s basic requirements to learning the many different tips and tricks for maximizing ad performance, all the things you need to learn to be successful can seem daunting. 80%-20% Rule. This means no more ad grid, no more fussing with removing text. By continuing to use our website you agree to allow our use of cookies. Do you want to see the sonogram of your coworker’s baby or the video of your cousin surfing the waves of San Diego? This means that if text overlaps two squares, or is positioned over a grid line, it is considered to take up more space than if the same text is moved slightly to fit into fewer grid squares. New Free Google Keyword Research Tool. We're committed to your privacy. So, why exactly does the Facebook 20% rule exist? Over the past few days, many people have hailed its demise. It lets them see how much space they can take up on an image for text. Thus, this rule improves the quality of ads on the platform. One reason why Facebook has removed this rule is because of the exception list they had to maintain. So, back then advertisers, designers, and content creators made sure that the written text on the image was small so it won’t be rejected. About Facebook’s 20% Rule. Free and premium plans, Customer service software. Thus, the purpose of the 20% text rule was to reduce any unnecessary noise in the feed. Ad image text that took up more than 20% of the rectangles wasn't allowed to run. Denise's Nutrition & Fitness. To take advantage of our natural attraction to images, many Facebook advertisers add CTAs to their ad photos, and compelling words like “free,” “you,” and “limited-time offer,” knowing they’ll be read more often than the actual post text. However, that doesn’t mean they’re altogether worthless. Previously, if 20% of an ad image was text, it wouldn’t be approved to run on Facebook or Instagram. The best Facebook ads take the exact opposite approach. While many industry authorities cite using text overlay as a great way to draw social media users to a Facebook ad (including ourselves), the team over at SketchDeck, say that more text on an ad image actually plummets CTR. The information displayed here could easily be incorporated into the body copy of your ad, creating a much cleaner look in users' newsfeeds. To know more please refer to our, Convert more mobile clicks with Instapage ➔. This means focusing on simple, high-quality images, straightforward messages, and most importantly: minimal text. You may unsubscribe from these communications at any time. Always connect all your ads to personalized post-click landing pages to lower your cost per customer acquisition. Now, Facebook has decided it’s time to ease this restriction and allow visuals to run with any amount of text. Users saw the text or call to action, registered it as an ad, and then moved on. Overlaying text like “free,” “you,” “new,” and “instantly.” Use it wisely and sparingly, and your ads will continue to run with maximum reach and at minimum CPC. If your ad covered 3 or more squares with text, your ad was rejected. The old Facebook 20% text rule Until recently, Facebook advertisers could cover their ad images with no more than 20% text. Schedule a product demo to learn more. When Facebook first announced the introduction of the 20% rule, it explained that Facebook advertisers were allowed to cover their ads’ images with no more than 20% text. Time to rejoice? When any of Facebook’s 1.65 billion users log into the platform, their networks share an average of 1,500 stories per day. Stay up to date with the latest marketing, sales, and service tips and news. You don’t get to decide; Facebook’s algorithm does. @krla_cook.

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