Recently, in my LinkedIn network, there’s been a buzz around an actual sunset of the 20% text rule on image ads by Facebook.
I waited to write a post as I couldn’t find a mention coming from Facebook official sources and our Facebook representative didn’t get in touch with us straight away in this regard. I was also under the impression the rule had already been moved to a less stringent recommendation whereby an image with more than 20% text overlaid would run but with limited reach.
However, the news seems to be confirmed although Facebook prefers to keep it vague in its official guideline by mentioning:
We’ve found that images with less than 20% text perform better. With this in mind, we recommend keeping your text short, clear and concise in order to get your message across effectively.
https://www.facebook.com/business/help/980593475366490?id=1240182842783684
It’s indeed a loosened approach that gives advertisers piece of mind when briefing clients while it also adds a new cause to possible lower performance if an image ad does contain more than 20% text.
Surely, different industries will beneficiate of this in different ways (although some exceptions to the rule were already in place).
Something to keep in mind for the future nevertheless!
Elisabetta | Paid Media Specialist 