Text on images
It can be visually appealing and practical to include text directly on your images—simply to make a message clearer and more distinct. This is especially relevant in connection with offer or news campaigns, where it is crucial that the message is clear and visible to the target audience.
Placing text on images can, however, be a tricky exercise. On Facebook's Business Help page, it states that images with less than 20% text are often more effective. They therefore recommend short, clear and precise text, where the message is clearly expressed. This can help your ads perform better. Too much text can, in the worst case, cause your campaigns to be rejected.
In this context, it is important to note that we are only talking about text that forms part of the graphic itself. Body text and headlines therefore do not count — they constitute a separate factor, which we cover in more detail below.
Campaigns with multiple messages
When a campaign contains more than one message, it can be advantageous to shorten sentences using keywords. Use headlines or body text related to the image to provide a more detailed description.
In most cases, the image should serve as an eye-catcher, as this is where we capture the target audience's attention. Headlines and body text should supplement with more information.
How does the text create value?
The image is often the first thing the target audience sees, and if it captures their interest, their gaze is drawn towards a more detailed explanation. It is therefore essential that the target audience can immediately decode what value you as a brand are offering them through your ad.
It is therefore crucial to have both short, sharp headlines and engaging body text that can motivate the individual to take action. That could be clicking through to the website — and perhaps even making a purchase or generating a lead.
Keep both graphic text and accompanying body text short
It is therefore not enough for the text on your graphics to be sharp and engaging — the accompanying text should be as well, in order to achieve the greatest possible effect.
You can do this by starting with a short headline, which is an integral part of the body text, possibly followed by an emoji to create extra attention. Also consider using bullet points to highlight your USPs. Here we recommend that you apply "the rule of three" to keep the message clear and powerful.
With all that said, it is important to emphasise that these are merely guidelines for how text and graphics work best together. It will, of course, always depend on the chosen medium you are advertising on.
Remember the individual strengths of each channel
Facebook and Instagram, both part of Meta, are excellent platforms for advertising, each with their own strengths:
- Facebook is ideal for video content and dynamic campaigns.
- Instagram highlights visual elements and supports longer, personal copy.
Always remember to diversify your content: Do not write the same thing on the image, in the headline and in the text. Rephrase your sentences and add new angles and information to enrich your message and engage your target audience.
Pay special attention to headlines
The headline in your ads plays a crucial role in capturing the target audience's attention — and holding it.
The most important points to remember when it comes to headlines are:
- Keep it short and inviting. It should precisely reflect the core of your message.
- It should be able to stand alone and convey the essence of what the recipient can expect if they engage further with your content. This applies on both Facebook and Instagram.
- Use action-oriented words and ensure the headline harmonises with the image or video to create a coherent visual and textual experience. Avoid clickbait, but instead be honest and direct — this builds trust and credibility.
- Integrate words that resonate with your target audience to increase the relevance of your ads.
With that said, it is important to keep the nuances in mind, as best practice varies depending on format. Below you will find a review of the most common ad formats and the placement of their headlines:
1. Facebook and Instagram Feed ads:
On both Facebook and Instagram, the headline is typically placed just below the image or video in feed ads. This allows the recipient to quickly spot the accompanying text after the visual impression.
2. Instagram Stories ads:
Stories on Instagram fill the entire screen, which is why text is often integrated on the image or video. It is therefore important that the text on the image/video is visible and centrally positioned to capture the recipient's attention.
3. Facebook carousel ads:
In Facebook carousel ads, it is possible to place a short text below each image/video in the carousel. This text acts as a headline or lead text for the specific image or video, and helps to convey coherent messages across multiple elements.
4. Facebook and Instagram video ads:
In video ads on Facebook and Instagram, the headline is placed just below the video next to a CTA button. This setup ensures the headline clearly communicates the main message and supports the action the ad encourages.
5. Facebook Lead Ads:
In Facebook Lead Ads, the headline is often placed just after the image or video and before the CTA. This placement is critical for establishing a framework for the ad and the action you as the sender want the recipient to take.
6. Instagram Reels ads:
In Reels ads on Instagram, text is often integrated directly on the video to explain or highlight the video's message. Despite the fact that this format does not have a traditional headline, the text on the video plays a similar role by conveying key messages while the recipient watches the video. Here it is important that the text is not too long.
How long should your copy be?
The recipient typically tends to only read what appears before the "read more" prompt before deciding whether to engage more deeply or simply continue scrolling.
It is therefore essential to place the most important messages where they are most visible:
- Offers: If you have offers in your shop, mention the discount percentages first.
- News: When launching new brands or products, highlight these early in the text.
- Newsletter: If the goal is newsletter sign-up, clearly state the benefits of signing up at the start of the text.
Bear the different formats in mind
It is also important to adapt the text to the specific format and platform to maximise the impact of your messages. Texts are positioned differently in ads depending on format, which is essential to keep in mind for maximum performance.
For example, certain formats on Instagram support the use of hashtags, while others do not. Certain formats also have a headline, primary text and a description, while others only have a primary text or no text at all. In addition, the placement of texts within the ad varies from format to format, which affects where you should place the most important parts of your messages.
Below you will find an overview of the most commonly used formats. Please note that the list is not exhaustive, as there are a vast number of different combinations in Meta's advertising platform:
Formats on Facebook
- Collection (shopping ad) SoMe text
- Primary text (placed above the feed): 125 characters
- Headline per product: 40 characters
- Facebook Profile Feed SoMe text
- Primary text (appears above image or video): 80 characters
- Headline (appears together with CTA at the bottom): 27 characters
- Facebook Stories SoMe text
- It is recommended that text is minimal and placed directly on the image or video
- Facebook Marketplace and Search Results SoMe text
- Headline (displayed below the image): 40 characters
- Facebook Reels SoMe text
- Primary text (displayed above call to action): 40 characters
- Headline (displayed together with call to action): 55 characters
- Facebook carousel SoMe text
- Primary text (placed above the cards in the carousel): 80 characters
- Headline (placed to the left of the CTA on each card): 45 characters
- Description (placed below the headline): 18 characters
Formats on Instagram
- Collection (shopping ad) SoMe text
- Headline per product: 40 characters
- Primary text (placed below the feed): 125 characters
- Instagram Profile Feed SoMe text
- Primary text (placed below image or video): 125 characters
- Headline: 40 characters
- Maximum number of hashtags: 30
- Instagram Stories and Explore SoMe text
- Primary text (placed below CTA): 125 characters
- Instagram Reels SoMe text
- Primary text (placed below CTA): 72 characters
- Instagram carousel SoMe text
- Headline (placed first below the carousel): 40 characters
- Primary text (placed below the headline): 125 characters
- Maximum number of hashtags: 30
Key takeaways
We have covered many aspects of how text and image/video work together in advertising on social media. The most important things to take away are:
- Keep the text on images precise and short — think in keywords and remember the rule of max. 20% text.
- Be aware that anything over three lines requires a click on "show more" to be read. So make sure the first lines are engaging!
- Incorporate a few emojis in the text to make it eye-catching.
- Remember that text placement and format vary from platform to platform, so adapt your content accordingly.
If you have discovered the many opportunities available in advertising across various social media channels, you can get more tips on targeted social media marketing here.
