Facebook’s 20% Text Rule

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ComputerFrustration

Most of the time I try to stay positive…. when dealing with Facebook’s 20% text rule I have to admit I went the other direction for a temper tantrum or 5!

So, what is Facebook’s 20% rule?

Via Facebook:

“Ads that have more than 20% of text in their image won’t be approved to run in News Feed.”

Seems simple enough right?  Yeah, not so much…

The rule itself is understandable, last thing we want to do is to clog up people’s News Feeds with endless post that look like spam or want ads in your local newspaper.

Here’s why the rule makes me crazy:  It’s not consistent and you never know if it’s actually going to be enforced.

This week I began a Facebook ad campaign for Positive Hits PER.  We are a listener supported station, and the purpose of the ads were to drive listeners to click on the image and be directed to our “giving” webpage.  Here’s one images we used as a boosted post.

Don-&-Happy

I micro-targeted the ad to specific listening areas, specific interests for our demographic, set the budget, and VOILA!  

As far as I could tell the boosted post was up and running, and just about the time I was about pat myself on the back… I noticed that the ad after 3 hours had only received 701 views… did you hear the tire screeching sound?

After reviewing the ad here’s the message I received:

Not boosted because

First of all, there is the annoyance of thinking that for the past 3 hours my ad was running and changing the world (you can always hope)!   When in reality, it was simply sitting there taunting me…

Second, this same image worked perfectly fine for other Facebook ads, why not for this boosted post?

The Grid

Facebook created a grid that you can upload your photos to and find out if you are using too much text or not.  You can find the grid tool Here.

The problem with the grid is that it measures whether or not the text is more than 20% of the grid, and not whether the text is really more than 20% of the photo.

So, even if you don’t actually have more than 20% text… text size, and even text placement can kill your photo’s chances of making through the gauntlet of Facebook’s approval.   Oddly enough, sometimes (depending on how long you run the ad) it makes it through and does the job.

With a little bit of editing, and a lot more hope, we submitting the following post.

Don-&-Happy-Ad

Approved and running! Whew!

Recommendations:

  1. Use the Grid!
  2. Keep most of your text in the status of the post rather than the picture.
  3. Whisper a prayer or two!

We may not like the tools we have to use, but adaption comes with the territory in social media.  Our craft, and the art of what we do shows itself in the work we create, and even recreate!

Be Blessed!

Nathan Gist

PAR Director of Social Media Engagement
PER Production/Imaging Director
PER Afternoon Drive Host

 

 

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