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Field Guide Term:
Facebook Text Overlay

Facebook’s ad system has found that images with less than 20% text perform better in audience engagement.  That’s why ads that run on Facebook, Instagram and Audience Network are subject to a review process that looks at the amount of image text used in your ad.  Ads with too much text in the image or video are considered to be low-quality.

Based on this review, ads with higher amounts of image text may not be shown or may be penalized in auctions and will receive lower reach for the same budget. Keep in mind that some ad images may qualify for an exception. For example, book covers, album covers and product images usually qualify for an exception.

You may reach fewer people because there’s too much text in the ad image. Ad images with little or no text are preferred. Try an image with less text, a smaller font size or without text-based logos.

To determine if your graphic meets the 20% text guideline, use the Facebook text overlay