When you think of billboards that attract consumers, what do you think of? Probably big, colourful fonts and messages that are on your face. This is doesn’t quite translate the same online. In fact, studies show that ads on Facebook should be the opposite of this. The best performing ads on Facebook have been found to have images with very little text and that seamlessly blend in with the rest of the content. In fact, previously a rule was present in order to keep this in check, The 20% rule ensured that there weren’t too many words on an ad. This rule would not allow ads to run if they had more than a 20% text to image ratio and although this rule no longer exists, it should be used as a learning curve.
These ads have been found to perform better than images that are over un with text and are not favored by Facebook users. The 20% rule only focuses on the text within the actual image itself and not any of the text that accompanies an ad image. As already stated, this rule isn’t still in place but here are a few steps to follow when posting image ads that follow the standards of the 20% rule.
Firstly, use as little text as possible within the actual image. Text can be used to describe the image and what is being offered but not within the picture itself. An image with less text will blend easier with the surrounding content. Many people might be confused with this concept as traditionally adverts are meant to stand out but ads that blend is more likely to gain exposure with the audience that is being targeted. Make sure to choose the right font and size. This depends on your image size and whether a sentence or a heading is being added to the image. Do not exceed the appropriate size in turn taking up a high percentage of the image with just two words. We suggest playing around with fonts, keeping in mind users who will prefer an easy-to-read font. If you do choose to add text make it meaning full. Empty text is boring and insignificant. Use text that will attract and lure the user in.
Whenever making content, with the purpose of attracting consumers keep in mind your target audience and what message you want to convey.
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