I can’t even tell you the number of times I’ve been tweeted, emailed or messaged about the supposed obliteration of the Facebook 20-percent text rule in ad images during the past week. People hate that rule, & some were stumbling on evidence that it was no more.

Bạn đang xem: Facebook text overlay tool

Here’s an example of a tweet:

I think Facebook have dropped the 20% Text Rule!
thedommoriarty) April 4, 2016

The problem is that when I click on the liên kết that Dominic provided, it took me lớn a Help Center page with reference to the 20% rule…


At first, I assumed people were just seeing or imagining things. Let’s face it: People get a little bit too worked up about this rule. So I figured their hatred for it simply clouded their judgment (or eyesight).

But I kept getting these messages. And there was one comtháng thread aý muốn most of those messaging me: They were from the UK.

So I did some research. Let’s dive in…

Has Facebook killed the 20% text in images rule for ads? Not really. Here’s what you need lớn know…

Cliông chồng To Tweet

It’s a Test (for now)

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 sầu text (more than 20%) on images in ads. We’re always looking for ways lớn improve the experience for people and advertisers, which is why we’re testing a new solution that will allow ads with text khổng lồ run, but based on the amount of text in an ad’s image, the ad won’t reach as many people. We will continue lớn monitor how this test impacts advertisers as well as people & will iterate khổng lồ ensure we are creating the best possible experience. We’re testing in certain situations but are not changing the policy across the board at this time.

It’s true, then, that some people are seeing a change in the way Facebook handles text in images. It’s a chạy thử, & it isn’t an official change to lớn the “policy across the board” for now.

The Change to Text in Ad Images (for some)

Thanks to an article from SearchInfluence, we can see what those within the chạy thử can see in the Help Center regarding Facebook’s adjusted handling of text in ad images.

That page provides a guide on how to use text in images — rather than strict rules to lớn avoid getting your ad rejected.


As you can see in the image above, Facebook is recommending that you “try” lớn use as little text in your ad images as possible. They recommend focusing your text in copy rather than in the image. And they even suggest limiting phông form size.

Here’s an important tidbit:

Facebook ads that contain images with little lớn no text tend to lớn cost less và have better delivery than ads with image text.

From the start, Facebook is telling you that you can use text, but as you increase the amount of text that you use you can expect the reach khổng lồ drop và costs to increase.

To provide further context, Facebook breaks down text density into lớn four categories:


Facebook also provides examples of each and what khổng lồ expect regarding distribution.

Image Text: OK

Facebook prefers little or no text in an image…


And here are three examples…


Facebook wants us lớn keep copy within the text box & off of ad images.

Xem thêm:

Image Text: LOW

But you may want lớn include some text. Here’s an example with a “low” amount of text in it, similar lớn what we may see in current ads…


Of course, if you also include the hình ảnh sản phẩm (which Facebook says they include), that would be more than 20%.

Here are three more examples of “low” text…


In each case, Facebook says you can expect reach of your ads to be at least slightly limited.

Image Text: MEDIUM

Add even more text (in this case, some next khổng lồ the logo), and it will be classified as “medium.”


Here are some examples…


While Facebook labels it as “medium,” the examples they give sầu have “heavy” text và they say that reach will be “severely limited.”

Image Text: HIGH

Then there’s a matter of really pushing the limits và using “too much” text…


Even in this case, Facebook won’t reject your ad. You just may not get it shown.

Here are some examples…


Yeah, so don’t vày this. You’ll get it approved, but it won’t reach anyone.

Some Exceptions

Facebook also notes that these guidelines don’t apply to lớn the following:

Movie postersBook coversAlbum coversProduct images: Where an entire sản phẩm can be seen, & not just a zoomed in image of the productPosters for concerts/music festivals, comedy shows or sporting eventsText-based businesses: Calligraphy, cartoon/comic strips, etc.App và game screenshotsLegal textInfographics

Most of this isn’t new. For the rest of us, there has always been a sản phẩm exception.

However, I find a couple of these particularly interesting. The infographic exception, in particular. I’ve sầu wanted to promote infographics in the past, but didn’t due to lớn the rule.

Legal text và text-based businesses also get the exception, which I believe is new.

What This Really Means: Not Much

I’ve sầu seen way too much excitement over this change — or thử nghiệm, depending on how you look at it. While the 20% text rule may be going away for some — & potentially for all if it moves beyond a test — it impacts our approach khổng lồ text very little.

As Facebook said, users don’t react well lớn ads with a high text concentration in images. And while they won’t be rejected, your distribution will suffer và the costs could be high.

Is it really worth it?

You’ll need khổng lồ determine if lower reach & higher costs are worth the additional text. For me, I plan to approach text in the way I always have sầu — less is better. Be a minimacác mục.

Xem thêm: Cong Ty Co Phan Mien Dong Company Profile, Universitas Tidar (Untidar)

Even if there is no “rule,” act as if there is one.

Your Turn

What vì you think about this test? Does it change the way you approach text in images when advertising?