How Facebook Changed The 20% Rule

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HOW to start a (1)

Adding relevant images of your brand or service can make a huge impact in determining the success of your Facebook ads.

For marketers, it's becoming a challenge to keep up new changes Facebook announces every week. You can almost expect strategies you were once using yesterday, to be overhauled tomorrow.

Facebook's 20% rule was slyly changed (but not completely removed) recently as new guidelines were integrated into how much text images could be displayed.

Before the alteration, a basic grid tool allowed you to upload graphics and check how much your image is obscured by text. Now, there are four categories of text overlay:

Screen Shot 2016-07-27 at 12.06.17 PM
Screen Shot 2016-07-27 at 12.06.17 PM

Image Text Ratings determine how much text is in your ad image. While minimal text is still preferred, the new system allows you to run ads that would've been rejected under the old policy. ___

Image Text OK - If your image has nearly little to no text (other than a company logo,) typically your ad will run normally and reach the estimated amount of people.

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FB1

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Image Text Low - With a low classification, your ads may be restricted in reach.

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FB2

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Image Text Medium - Ad images with slightly higher text display will reach even lower counts.

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FB3

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Image Text High - If the image you uploaded is determined to be in this class, you have too much text and your ad may not be displayed at all.

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FB4

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Keep in mind that logos, watermarks, and numbers all count towards the text amount. There are also a few exceptions that can be automatically identified by Facebook like text-based products (calligraphy, infographics, book titles, etc.)

At this point, changes to your social media campaigns are inevitable because of the constant innovation of these type of tools. Facebook wants what's best for the ultimate user experience, even if marketers are being most affected. ___

Have you tested your Facebook ad campaigns with images that include text and ones without? Let us know your results!

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