Facebook Boosted Posts & Text On Images

by | Oct 1, 2020 | Advertising, Facebook, Marketing

Until recently Facebook limited the reach of boosted posts (ads) where the text appearing on the post image exceeded a certain amount.

Early in September 2020, Facebook eliminated this rule and appears to no longer limit the reach of a boosted post based on the amount of text appearing in the image

This is good news!!

But, it doesn’t mean that you should go crazy and cover images with text … unless of course it makes sense and is what those who see your post would be interested in and attracted to.

Facebook’s guidelines were weird, arbitrary and made no sense. However, it STILL makes sense to limit the amount of text you use on many posts that are boosted. Now, it just means that you should think seriously about what text and how much text to use on any Facebook posts you share (this always made sense) and will boost (now you have a choice).

Griff's NFL Ad

20% rule no longer applies, making this postnow boostable

Content Lost In The News Feed Without Image(s)

Images are an important part of sharing content (paid or organic) on Facebook. So too on other social networks. Without an image or images, content shared on Facebook, whether by Pages or individuals, is easily missed in the news feed.

Facebook says, “Adding a relevant image of your product or service can be one of the most powerful factors in determining the success of your Facebook ads. When you use images, try to include as little text as possible on the image itself. For any text you use in your ad, we recommend that you include it in the post, rather than the image. Our research has shown that people prefer to see ads with minimal image text.” (highlight added)

Take Advantage of Boosting Your Facebook Content

Few Facebook Pages seem to take advantage of paying for Facebook reach.

The price to advertise on Facebook is low compared to other advertising options and the potential reach and targeting options available to Pages. Unless of course, the audience you hope to reach is not on Facebook. If they’re not on Facebook it obviously doesn’t make sense to advertise there.

But will billions worldwide on Facebook, chances are the majority of businesses could benefit from advertising on Facebook.

Why You Should Be Paying For Reach On Facebook

When you pay to boost content on Facebook you open up a world of possibilities. It’s not just those who have liked your business Page that you can potentially reach. It’s all of those who are on Facebook but don’t know about your business or who know about you but just barely.

If you have had a Facebook Page for any length of time you’ve likely watched in dismay as organic (unpaid for) reach for your posts has steadily declined.

Chances are, if you had a Page on Facebook in the early days (pre-2012), your focus was on building the number of people who liked your Page. Because, at that time, all of your fans saw what you posted. This hasn’t been the case for years!

As early as 2012, if not earlier, Facebook was making changes to limit the amount of Page content that made it into their fans’ news feed.

Few Pages do well on Facebook without paying to have their content show in the newsfeed anymore. The Pages that do well without paying have built an engaged and passionate audience who visit their Page on a regular basis to find out what’s new. This works for some businesses but not all.

For most Pages though, if your fans don’t see your content in the Facebook news feed, they won’t see you on Facebook at all!

If they don’t see you, unless they’re tightly connected with you, chances are they won’t think of you at all. They then have no reason to think of you or engage with you from time to time.

When the day comes and they need or want what you have to offer will it be your business or a competitor’s who they turn to?

Paying For Facebook, It’s No Longer The Future

Paying for Facebook is no longer the future! And, it hasn’t been for several years.

If you are relying on organic reach, chances are you are wasting your time and money on Facebook.

To ensure your fans and/or those who are not yet fans have an opportunity to see your content in the Facebook news feed, you MUST pay Facebook to promote your content.

If you don’t pay for reach, those who have liked your Page will rarely if ever see what you share. And, those who are not fans but who you would like to reach will never see your content (unless by luck someone happens to share something you’ve posted and someone in your potential audience sees it.)

In 2016, internationally recognized Facebook expert, Mari Smith, said: Facebook organic (free) reach is down to a mere 1-6% of your fans. That is, for every 100 people on Facebook who liked your business page, only 1-6 of them actually see your posts in their News Feed.”

Examiner.com put it this way in 2014: “Facebook statistics show organic reach for your Business Page is dropping like a bowling ball off a high-rise.” And that was in 2014!

In 2020, chances are if you aren’t investing time and money in boosting content on Facebook, you’re wasting time and money on Facebook.

For those interested, here is what Facebook’s policy USED to be:

Prior to mid-2016, Facebook would not allow a Facebook page to pay to boost content where the content had text on images and where the text appeared on more than 20% of the image.

These rules changed in mid-2016, and rather than Facebook arbitrarily declining to boost or promote images with text on more than 20% of an image, Facebook provided warnings about how extra text might impact the reach of your boosted post or advertisement.

The more text used in advertised content, including boosted posts, the less exposure Facebook might give the paid content in the news feed.

Image Categories For Facebook Boosted Posts

Essentially, Facebook categorized boosted posts and other advertising with text appearing on the images as follows:

  • OK (preferred image style)
  • Low (ad reach may be slightly lower)
  • Medium (ad reach may be much lower)
  • High (ad may not reach your audience)

To find out how Facebook would categorize a particular image, Facebook used a tool called the ‘Text Overlay Tool’. This tool is no longer available.

The ‘Image Text Check’ image on this page shows a few examples of branded inspirational quote mages and how Facebook classified them using the now-defunct Text Overlay Tool.