Social Media Today reveals that Facebook has scrapped the text limit previously applied for ads on the platform. The social media giant used to place a 20% limit on the text in the main image, but now that appears to have moved from being compulsory to a recommendation. It marks a significant shift for advertisers, and Facebook has been getting in touch with them directly to let them know the rule no longer stands:
"...we will no longer penalize ads with higher amounts of image text in auctions and delivery."
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Instructions from Facebook to advertisers used to read like a rule. The consequences of breaking that rule were made pretty clear too. Many advertisers will be aware that there was a Text Overlay Tool provided specifically for the purpose of checking ads and making sure the 20% rule didn't get broken:
"To create a better experience for viewers and advertisers, ads that appear on Facebook, Instagram, and the Audience Network are screened based on the amount of image text used in your ad. Based on this review, advertisements with a higher percentage of image text may not be shown. Please note that exceptions may apply to certain ad images. For example, exemptions apply to book covers, album covers, and product images."
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The removal of the rule has also seen the withdrawal of the overlay tool, and it seems things are getting a little less complicated for advertisers on the platform, which has to be great news. If you're wondering why such a draconian measure ever existed, it's helpful to take a look back at the history of both the platform and the internet. There was less variety in ads in the past, and the emergence of new tech has seen more video and other forms of content appear. It's no longer such a concern for Facebook that timelines could get filled with walls of text.