Although video is rapidly increasing in popularity, the bulk of Facebook ads still feature a single image. This is unlikely to change as it is clearly much easier to use a photograph than it is to go through the process of creating a video.
Facebook has always made a big issue of text in images. If your image contains more than 20% text, you will receive “reduced delivery” (according to the official Facebook ad specifications). Note that Facebook ignores the text in the body copy of your ad when it does is 20% calculation. Facebook offers a tool to ensure that you don’t have too much text in your image.
Note that there are some exceptions to Facebook’s text rule:
- Book and album covers
- Product images (showing the whole product – not zooms of logos or text on the packaging)
- Event posters
Be wary of a text-based logo. Any logo that is primarily text is counted as text regardless of its size or alignment. Similarly, watermarks and numbers all count as text for the purpose of these calculations.