Facebook Kills 20% Rule

It’s Official: Facebook Text Rule in Ad Images is Changing:

Our research has shown that people demonstrate a preference for ads with less text. Previously, if 20% of an ad image’s area was text, it was not approved to run on Facebook, Instagram or the Audience Network. We’ve heard from some advertisers that 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. We are 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.

Historically, Facebook has taken all uploaded creative and applied a 5x5 grid over the image. Using that grid, Facebook programmatically evaluated the 20% text rule and automatically rejected any images that failed the test. Moving forward, Facebook will allow any images to be uploaded, regardless of the text ratio. However, they will govern the reach of those images based on their text ratio. Images will be grouped into 4 categories: OK, Low, Medium, & High. As the categories suggest, the more text in the image, the less it will be shown in the ad network.