It is a moment of joy for social media marketers. Facebook has finally removed the 20% rule for advertisement from the platform. This means that creatives with too much text on them will no longer be rejected. This is good news indeed, right? It is!

The rule was added years ago with a motive to protect and control the quality of user experience and the look ‘n’ feel of the timeline. And honestly speaking, it did! Facebook successfully stopped businesses from using text-oriented images and literally forced them to get more creative!

But such was not the case with all brands as some of them could not even advertise because their own logo was text! In short, the 20% FB rule was received with its fair share of criticism. Hence, something was to be done and that too quickly.

But it is only years later the rule became far more flexible. Today, it doesn’t stop the marketers for adding any images – irrespective of the amount of text on it. It is just that now Facebook lets them know that there is more text on the image owing to which the reach of the advertisement might get limited.

In a nutshell, Facebook ads that contain images with little to no text cost lesser and have better delivery (in layman’s words: the ad is still running) with an image text.

What are the new developments?
To make the understanding of this rule simpler for the marketers, Facebook broke down the text density into four major categories:

1. OK

It is the most appropriate format that will not only give the marketers an upper hand in terms of reach but also invariably help them do a quality check of their advertisements.


2. Low

Here Facebook would suggest the marketers to replace the image before placing the order because of the presence of a little text on the image.


3. Medium

In this case, the reach of Facebook advert will become much lower irrespective of the money that is pumped up in the campaign to reach the masses.


4. High

There is a possibility of the advertisement not running only if the text quantity is too much. But that’s not a problem as there will be no rejection from Facebook, but the ad would simple not show on any targeted user’s timeline.



Despite the four broad categories, there are certain content types where the 20% rule Facebook doesn’t apply at all. They are as follows:

  • Book covers – Obviously!
  • Movie posters – Inserting text is necessary here.
  • Album covers – OK!
  • Product images – Here, the entire product is shown and not just a magnified image of the product.
  • Posters for concerts/music festivals, comedy shows or sporting events – Text is important for sure!
  • Text-based businesses: Calligraphy, cartoons, and comic strips to name a few.
  • App and game screenshots
  • Legal text
  • Infographics – This is important!

Even though the last two points have been newly introduced by Facebook, the functionality has not changed for most of the ad types. The story is pretty much the same for most of the brands and businesses who have either failed to get the desired response or invested too much money in running the campaigns.

How this so-called flexibility does really impact?

In simple words: In not a very powerful way!

There is no doubt the social media marketers will certainly have a bit more liberty to run the ad campaigns of their choice. But this will not allow them to maximize their reach even if they are warned by Facebook before placing the order and executing the campaign.

Moreover, in some cases, the ads might not show on the target audience’s feeds! So that is a gamble marketers will have to play whenever they plan on running an ad.

Any plus points?

Observe this: Any image with too much text is hard to process. This means users will, more or less, scroll down and ignore the image! Less views mean little likes and lesser comments. After all, social marketers have just about a second or two to capture the attention in the news feed scroll!

Another advantage is that the 20% rule doesn’t apply to logo that is a text itself! Resizing it to fall under the guideline didn’t make much sense at all! In fact, it curbed the brands to promote their products on the popular social media platform.

Make the most of the situation

The 20% rule or its impending changes should not stop the marketers from running successful ads on Facebook. Adalyz, for instance, can help get actionable insights to know which ad network is giving you the maximum ROI.

With its custom dashboards for ad groups, marketers can get visual stats right at click of a button. The software does all the analysis for the marketers so that they can focus on running the business rather than spending time on spreadsheets.

There are four major plus points of using Adalyz:

1. Unified dashboard

Get data of the social media campaigns in one unified dashboard. The marketers no more have to login to multiple channels and map attributes of one network to another.

2. Bid farewell to Excel

Get actionable insights of the ad campaigns across different social media channels at the click of a button.

3. Smart folders

Add campaigns from social media channels of preference in to smart folders to compare, organize, simplify reporting, generate common insights and find hidden trends.

4. Filters

Quickly identify campaigns to focus on using powerful filter criteria. The software pulls in historical data, so that the marketers can compare campaigns from last month, quarter or year with the current one’s and make data driven decisions.

Over to you

The 20% rule is yet to be rolled out on the entire platform. Meanwhile, what do you think about this new development? Will it eventually be that helpful? Drop in your comments to let us know!