You scroll past an ad and try to read it in a split second. If the message is clear, you understand it instantly. If there is too much text, you move on.
The Simple Message Guideline exists to make sure your creative communicates quickly and clearly. It focuses on how much text appears in each frame and whether a viewer can process it without effort.
What the Simple Message guideline measures
The Simple Message Guideline checks how much text appears in a creative at any given moment. The goal is to keep messaging concise so viewers can read and understand it immediately.
CreativeX measures this by evaluating whether each frame contains 10 words or fewer.
This rule applies to both video and static assets and ensures that your message stays simple and easy to digest.
Why a simple message matters
Digital content competes for attention. A viewer may only give your ad a second or two before deciding whether to continue.
Clear, concise messaging helps:
- Improve readability and clarity
- Match short attention spans
- Support mobile viewing on smaller screens
- Create cleaner, more engaging visuals
- Increase message recall
Platforms such as Meta and Google also favor ads with minimal text, which can improve overall performance.
What counts toward the word limit
Not all text is treated the same. CreativeX separates what should count toward the limit and what should not.
Text that counts:
- Call-to-action text within the creative
- Pricing information
- Taglines
- Badges or graphic text
- Symbols such as “&” or “+” (each counts as a word)
Text that does not count:
- Brand logos (in most cases)
- Text on product packaging
- Text naturally present in the scene (for example signage or clothing)
- Legal disclaimers or terms and conditions
- Partner logos or hashtags such as #ad
This distinction ensures the guideline focuses only on messaging that competes for viewer attention.
Please contact support@creativex.com if you have more questions