Meta Ads FAQ
What is the 20 rule on Facebook ads?
Old guideline: max 20% text on images. Not enforced now, but less text boosts delivery anyway.
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Facebook's 20% rule is ancient history now, but people still ask. Here's what it was: images in ads couldn't contain more than 20% text coverage. Facebook enforced this with a text overlay tool—upload image, grid appeared showing text density. Over 20%? Ad rejected or deprioritized (lower delivery, higher CPM). The rule mattered because Meta's algorithm penalized text-heavy images, favoring visual-first creative.
Why'd Meta enforce it? Theory was text-heavy images (screaming headlines, discount percentages plastered everywhere) looked spammy, performed worse, frustrated users. Cleaner images (minimal text, strong visuals) engaged better, kept people scrolling. Algorithm truth: ad quality scores rewarded clean design, penalized cluttered.
The rule officially died in 2020 when Meta simplified enforcement. They dropped the text overlay tool, stopped hard rejections. But the principle? Still alive. Heavy text still gets lower delivery, higher costs. Just softer now—deprioritization versus rejection.
Modern reality: you can post 50% text if you want. Nobody stops you. But algorithm treats it as lower-quality creative. Delivery drops, CPM climbs. Example: image with "SAVE 50% TODAY!!!" sprawled across takes 20-30% CPM hit versus clean product shot with minimal text.
Why still relevant: beginners think rule gone = text okay. Wrong. Text still penalizes, just less obvious. You're not rejected, but ad underperforms quietly. You blame audience, timing, offer. Actually? Cluttered creative killed it.
Modern text guidelines (unofficial but algorithmic truth): keep text under 20% still optimal. Text-to-image ratio: 1:4 best. One sentence max (10-15 words). Put real copy in ad body text, not image text. Images sell visually; text provides context. Split responsibility.
Examples: image with large "WEB DESIGN $500" text = penalized. Clean mockup of website with "$500 web design" in ad copy below = prioritized. Same message, different delivery.
Video ads exemption: video can have text overlays, less penalized. Captions, lower-thirds, full-screen text on video performs fine. Algorithm favors video anyway, text overlays acceptable.
Story ads exemption: Stories format (vertical, immersive) text overlays normal, expected. Less penalty.
Carousel ads: each card follows 20% rule individually. One card 50% text, others clean? Algorithm flags that card, deprioritizes carousel delivery.
Collection ads: image-first format, minimal text appreciated. Thumbnail image < 20% text optimal.
Dynamic ads: auto-pull product images from catalog. Images usually clean (product photos, minimal text). Performs well algorithmically.
Workarounds modern: use Canva, design with 80% image, 20% text max. Text positioning top/bottom (leaves visual center clean). Font size matters—large text = more coverage percentage. Smaller font = less coverage, same message. White text on white background trick (text's there, coverage doesn't count visually)—Meta catches this, penalizes more.
Real impact numbers: clean image 1-5% text penalty. Moderate text 10-20% coverage = 10-15% CPM penalty. Heavy text 40%+ = 25-40% CPM penalty. Or lower delivery entirely—same budget, fewer impressions. Invisible tax.
Testing: design two versions—one clean image, one text-heavy. Run identical audiences, budgets. Watch delivery/CPM. Clean usually 20-30% cheaper per impression. Proof rule still matters.
2026 update: Meta's AI creative optimization now auto-crops, repositions text to minimize coverage. Advantage+ campaigns do this automatically. Manual campaigns? You handle.
Pitfall: designers adding text thinking impact (urgency, offer). Backfires algorithmically. Better approach: strong visual (emotion, curiosity) + minimal text (benefit, CTA). Let design work.
Street truth: agencies know rule still matters, follow it. Beginners ignore, wonder why ads expensive. Rule died officially, but ghost of it haunts CPM costs. Respect it, costs drop.
Verdict: 20% rule dead as hard rule, alive as soft algorithm preference. Treat text like seasoning (small amount enhances, excess ruins). Keep images 80% visual, 20% text max. Design clean, algorithm rewards. Ignore, pay CPM premium. Cost difference $500/month typical if heavy text across campaigns. Worth respecting for budget efficiency.