The best billboards demand your attention with bold fonts, messages in your face, and bright eyes. eye-catching graphics The best Facebook ads take the exact opposite approach. <- plus ->
If you want to reach and interact with potential customers on Facebook, you need to create ads that fit in as seamlessly as possible in the rest of the content on their newsfeeds. This means focusing on simple, high quality images, simple posts and most importantly: minimal text.
Facebook knows that the best performing ads include images with little or no texte, that's why they created the 20% rule. This rule states that in order to serve an image-based ad on Facebook, your image (s) must contain less than 20% text.
For a complete guide to creating Facebook ads, check out our article here .
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Facebook 20% rule
Facebook advertisers are not allowed to cover the images of their ads with more more 20% text. This rule applies to both single image ads and carousel ads that run on Facebook and Instagram. There are a few important exceptions - discussed here.
It is important to note that the 20% rule only applies to the text that covers the images attached to your ad. It doesn 't include any text on your ad other than the images, like the deion copy or the call-to-action button.
There are a few exceptions to the 20% rule, including ng images of book covers, album covers, event posters, video games, and some product images that contain text (for example, a box of cereal). Text logos are no exception to the 20% rule and will count as text when Facebook reviews your images.
So why exactly does Facebook's 20% rule exist? It all comes down to what users want to see and what to engage with in their newsfeeds. Ads with less overlay text actually perform much better than images filled with text, so the rule actually creates a better experience for users and advertisers.
Facebook Text Overlay Tool
When Facebook examines your ad images, they look at the proportion of your images that are covered by text. While you createz an ad, it can be difficult to gauge the exact percentage of text covering your image - luckily, Facebook provides a tool you can use to check before you even submit your ad for review. You can access this tool here .
1. Ad with acceptable text overlay
Your best approach when creating a Facebook ad is to use little or no text.
In this example of an ideal ad image, there is only a small text logo and no other copies.
An ad with a simple image like this will blend more easily into users' news feeds and have much more likely to gain visibility and engagement with your target audience.
2. Ad with minimal text overlay
In the following example, there ishas an additional line of text.
This image technically follows the 20% rule, but the extra line of text means you risk your ad being seen by fewer people.
Instead of adding a copy to your image, try adding it directly to the body of your ad.
3. Ad with excessive text overlay
This last example is exactly what Facebook doesn't want to see:
This ad contains too much text on the The information displayed here can easily be incorporated into the body of your ad, creating a much cleaner look in users' news feeds.
Although it is tempting to broadcast important information about your images in this way, you may see your ad rejected by Facebook or alienate users who are disabled by busy copy.
Here's a simple rule to remember: the best way to grab the attention of users on Facebook is to use an eye-catching image without text. The 20% rule isn't just an arbitrary standard - it helps advertisers reach their target audiences more effectively and prevents user newsfeeds from being overwhelmed by disruptive ads.
Editor 'Note: This article was originally published in June 2019 and has been updated for completeness. <- Call-to-Action Code -> <- end Call -to-Action Code -> <- Call to action code -> <- end Code to call to action ->