Facebook Ads 20% Text Rule – Is it gone for good?

One of the frustrations Social Media Managers face is the minimal text overlay Facebook has imposed over the years. When we advertise our products or services on Facebook, we tend to write so many words to describe what we are offering.

  1. Clement of Statista.com says, “Number of active advertisers on Facebook 2016-2020,” says “In the second quarter of 2020, Facebook stated that nine million active advertisers were using the social networking platform to promote their products and services, up from seven million advertisers in the first quarter of the previous year.

Facebook Business also mentioned that there are more than 7 million active advertisers on Facebook. I guess that is the reason for this rule – Too much noise and clutter on the newsfeed.


What is an Image Text?

Image text is any text that exists on your ad image, not outside of your ad image. Facebook Business Center provided this sample:


Facebook Ads Image Text


The Facebook Ads 20% Text Rule

Facebook wants to make sure that advertisers meet their standards. They want the ads that populate the newsfeed to be of top quality. Therefore, they created this rule.

No image ad can have more than 20% text. That is very hard when running a campaign. You have to religiously check if you are within the 20% text overlay. It is also a significant pain to omit other vital words in your ads to comply.

Business owners can use free online tools to make sure they don’t violate this rule.

For example, the Social Contest site lets you upload your ad text’s image to their website. They will accurately and instantaneously analyze your image ad if it can pass the Facebook rule.

Example #1

Facebook Ad Image showing not more than 20% of text.

Facebook Ad Image showing not more than 20% of text.

Example #2

Facebook Ad Image showing more than 20% of text.

Facebook Ad Image showing more than 20% of text.


Karla Cook of Blog Hubspot, in her article” The Facebook 20% Rule: How to Check Your Ads With a Text Overlay Tool,” says, 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.

That means focusing on simple, high-quality images, straightforward messages, and, most importantly: minimal text.

Facebook knows that the best-performing ads include images with little to no text, so they created the 20% rule. This rule states that to run an image-based ad on Facebook, your photo (s) must contain less than 20% text.”

Good News for Facebook Advertisers

Facebook Advertisers are now relieved that it’s confirmed! The Restriction on Text Content in Facebook Ad Images is completely gone.

The Restriction on Text Content in Facebook Ad Images was removed.

The Restriction on Text Content in Facebook Ad Images was removed.


Business Help Center for Facebook confirms, “There is no longer a limit on the amount of text that can exist in your ad image. The text overlay tool is no longer available.” Facebook also added, “Facebook’s ad system is designed to maximize value for people and businesses. That’s why we conduct research and analyze feedback from our community to understand how different attributes of an ad affect the ad’s performance. 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.”

In his published post last September 2020, Andrew Hutchinson of Social Media Today says, “Facebook’s long-held text restrictions in ad images have caused major headaches for many advertisers, requiring significant, specific reformatting of ad images in order to align with Facebook’s ad rules. At times, Facebook’s enforcement process in this respect has also been flawed, so it’ll be a relief to many to see those limits taken away.”

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