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Case Study: Facebook Give Us Back the 20% Text Rule!

We never thought we’d say this as a collective agency, but the new “anything goes” text policy on Facebook is somehow worse than the old 20% text rule. Recently, we launched a campaign for our clients CRAS – The Conservatory of Recording Arts and Sciences. We A/B tested four creatives that looked very similar to the screenshot below. Each image in the carousel has the same “[BE] CRAS” text overlay on it.

Screen Shot 2016-07-26 at 3.59.41 PM

As you can see, a sample image was approved by Facebook’s new text tool.

Screen Shot 2016-07-26 at 4.03.52 PM

We were shocked when we checked our CRAS’s performance a few days later only to discover this outcome.

Screen Shot 2016-07-26 at 3.47.42 PM

At this point, we chalked up our loss and created a new set of ads with no text overlay. They’re successfully running now and we’re seeing positive results, though we wonder if the small text addition would have increased our numbers if it had passed Facebook’s new rule.


We also noticed that old ads that were launched previous to the new text rule were grandfathered in and are not seeing any reach issues. To avoid this problem in the future, any new Facebook ad TMB Digital creates will likely have very little to no text overlay at all.
If you have questions about the new text policy or your Facebook ad campaigns, schedule a free consultation with us today.

August 4, 2016


Target the right people, with the right messages, on the right media – to generate the right results for your business.

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