The facebook 20% rule: how to check your ads with a text overlay tool


The best billboards demand your attention with bold fonts, in-your-face messages, & bright, eye-catching graphics. The best Facebook ads take the exact opposite approach.

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If you want lớn reach and engage with potential customers on Facebook, you need to lớn create ads that blend as seamlessly as possible inlớn the rest of the content on their newsfeeds. This means focusing on simple, high-quality images, straightforward messages, & most importantly: minimal text.

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

For a complete guide to lớn creating Facebook ads, kiểm tra out our article here.


Facebook advertisers are not allowed khổng lồ cover their ads" images with more than 20% text. This rule applies to lớn both single image and carousel ads run on Facebook & Instagram. There are a few key exceptions -- discussed here.

It"s important to note that the 20% rule only applies lớn text that covers images attached lớn your ad. It does not include text on your ad outside of images, lượt thích the mô tả tìm kiếm copy or call-to-action button.

There are a few exceptions lớn the 20% rule, including images of book covers, album covers, sự kiện posters, đoạn Clip games, & some hàng hóa images that contain text (e.g., a cereal box). Text-based logos are not an exception khổng lồ the 20% rule, & will be counted as text when Facebook nhận xét your images.

So, why exactly does the Facebook 20% rule exist? It all comes down to lớn what users want khổng lồ see and engage with in their newsfeeds. Ads with less overlay text actually perkhung significantly better than images crowded with text, so the rule actually creates a better experience for both users và advertisers.

Facebook Text Overlay Tool

When Facebook Review your ad images, they examine how much of your images are covered by text. While you"re creating an ad, it can be tricky to lớn evaluate the exact percentage of text covering your image -- fortunately, Facebook provides a tool you can use to kiểm tra before you even submit your ad for đánh giá. You can access that tool right here.

1. Ad With Acceptable Text Overlay


Your best approach when creating a Facebook ad is to lớn use little to lớn no text.

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In this example of an ikhuyễn mãi giảm giá ad image, there"s only a small text-based hình ảnh sản phẩm và no other copy.

An ad with a simple image lượt thích this will blkết thúc more easily into lớn users" newsfeeds & is much more likely to lớn gain exposure và engagement amuốn your target audience.

2. Ad With Minimal Text Overlay


In the next example, there"s an extra line of text.

This image technically passes the 20% rule, but the extra line of text means you risk your ad being seen by fewer people.

Instead of adding copy khổng lồ your image, try adding it directly inkhổng lồ the body copy of your ad.

3. Ad With Excessive Text Overlay

This final example is exactly what Facebook does not want khổng lồ see:

This ad contains too much text over the image. The information displayed here could easily be incorporated into the body copy of your ad, creating a much cleaner look in users" newsfeeds.

While it"s tempting to throw important information onkhổng lồ your images lượt thích this, you risk having your ad rejected by Facebook or alienating users who are turned off by the busy copy.

Here"s a simple rule khổng lồ remember: the best way to lớn capture users" attention on Facebook is lớn use an eye-catching image with no text. The 20% rule isn"t just an arbitrary standard -- it helps advertisers reach their target audiences more effectively, và prevents users" newsfeeds from becoming overwhelmed with disruptive advertisements.

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Editor"s note: This post was originally published in June 2019 and has been updated for comprehensiveness.