Hace ya algunos años Facebook ha venido utilizando una regla algo molesta para marketeros digitales que utilizan la herramienta de Anuncios de Facebook para publicitar sus negocios: La regla del 20% de texto.
¿En qué consiste la regla del 20% de texto?
Básicamente, una imagen para poder ser aprobada como anuncio en Facebook debía contener como máximo el 20% de su área con texto. Para poder reconocer si esto sucedía, Facebook dividía en 25 polígonos de igual magnitud la imagen a subir y calculaba cuántos polígonos contenían texto o porción de algún texto. Si éstos eran más de 5 (el 20% de 25) la imagen se rechazaba.
Muchos se preguntan por qué Facebook utilizaba esta regla, ya que en otros medios offline como volanteo, letreros, etc, el uso de texto para informar a los usuarios es primordial. Sin embargo, Facebook entendía que cada anuncio puede contener el texto del mismo mensaje (sin necesidad de estar incrustado en la imagen) para poder hacer llegar la información necesaria a los usuarios. Es importante notar que Facebook asevera que muchos mejores resultados siempre se han alcanzado en anuncios con menor cantidad de texto.
Por todo esto, ahora Facebook anunció que su regla del 20% de texto en anuncios de imágenes ha cambiado. Ahora, cada persona que suba un anuncio con más del 20% de texto podrá ser aprobado. Sin embargo, advierten que los resultados serán mucho menores que las imágenes más limpias.
¿Qué piensan de este cambio de regla? ¿Será útil para los publicistas de negocios? ¿Será molesto quizá ver demasiados anuncios con mucho texto? Sobre el bajo rendimiento advertido por Facebook de imágenes con más del 20% de texto, ¿impactará en sus presupuestos publicitarios? Esperamos sus respuestas y opiniones en los comentarios.
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