Creating accessible content on social media isn’t just inclusive; it’s essential. With millions of diverse users worldwide, creating accessible posts ensures everyone can connect and engage with your content. From adding captions to videos, alt text to images, and using clear, readable fonts broadens your reach and enhances user experience. It also aligns with best practices in accessibility, fostering a more inclusive online community.
Here are actionable ways to make your content accessible on Facebook, Instagram, and LinkedIn.
Alt text (alternative text) is a written description of an image that screen readers convey to people who are blind or have low vision. Effective alt text communicates the essential content and context of the image, ensuring that users understand its purpose and relevance within the surrounding content.
HOW TO USE ALT TEXT ON EACH PLATFORM
BEST PRACTICES FOR ALT TEXT
- Be descriptive but concise. For example, instead of “A dog,” write, “A golden retriever playing fetch in a park.”
- Include context-specific details that support the content’s purpose (such as text in a quote image or notable colors—such as blue shirt—if relevant to the message or product).
- Avoid phrases like “Image of…” or “Picture of…” since screen readers already announce that it’s an image.
Example: For a LinkedIn post with a graphic of a webinar announcement, an effective alt text might be: “Upcoming webinar titled ‘Inclusive Marketing Strategies,’ scheduled for November 15, 2023, featuring guest speakers Jane Doe and John Smith.”
Add Captions and Transcriptions for Videos
Captions provide a text alternative for spoken content in videos, which is essential for users who are deaf or hard of hearing. Additionally, captions and transcripts support a wide range of users, including those in environments where audio is inaccessible or disruptive, as well as those who prefer or benefit from reading along, such as non-native speakers and people with auditory processing challenges.
BEST PRACTICES FOR CAPTIONS AND TRANSCRIPTIONS
- Use proper punctuation and complete sentences to improve readability and comprehension.
- Ensure captions are correctly timed to match spoken content, making it easier for users to follow along.
- For longer videos or podcasts, consider providing a full transcript, which can be linked or posted in the comments for easy access.
Example: For a Facebook Live event, review and edit auto-generated captions to enhance accuracy. Check for correct spelling of names and industry-specific terms, and ensure captions are properly synced with the speaker’s pace.
Write Clear, Concise Captions
Captions provide essential context for images, videos, and links, helping all users understand the message of your post.
TIPS FOR EFFECTIVE CAPTIONS
- Use clear, straightforward language, and avoid jargon or overly complex sentences.
- Choose hashtags that enhance readability by capitalizing each word (often called Camel Case), such as “#SocialMediaMarketing” instead of “#socialmediamarketingstrategies.”
- Use emojis sparingly. Excessive use can disrupt readability and may be distracting for screen reader users, who hear each emoji described aloud.
Example: For an Instagram post announcing a new product: “We’re thrilled to introduce our latest eco-friendly tote bag, crafted from 100% recycled materials. Available now! Link in bio. #EcoFriendly #SustainableFashion”
Use Descriptive Link Text
On social media, links are often included directly in the post text, making phrases like “click here” unnecessary and less helpful. Instead, accessible links provide context within the post, helping all users understand what the link offers without extra instructions.
HOW TO MAKE LINKS ACCESSIBLE
- Avoid generic or vague phrases and instead include descriptive text that gives users context about the link. For example, rather than saying “Learn more about our programs,” use “Learn more about our kindergarten program at myschool.org/kindergarten.”
- Make sure your link text is relevant and specific to the content it leads to, helping users understand what they’ll find.
Example: For a LinkedIn post, instead of “Check out our new blog post here,” use descriptive language like, “Read our latest blog post on accessibility tips for social media to enhance inclusivity in your digital content.”
Note: On Facebook, link text generally remains as written (though Facebook may add ellipses if it’s too long). However, LinkedIn often shortens links to LinkedIn-specific shortened URLs, similar to Bitly. This makes it even more important to provide descriptive text around the link, so users understand the destination.
Mind Your Color Choices and Contrast
Good contrast is essential for users with visual impairments or color blindness. Ensure that graphics in social media posts have sufficient contrast to make text and visuals clear and accessible.
TIPS FOR ACCESSIBLE COLOR CHOICES
- Use color contrast tools to check if your color combinations meet accessibility guidelines (for example, the WebAIM contrast checker).
- Avoid using website tools to add bold or italicized text in post captions, as this styling may not be properly interpreted by assistive technologies.
Example: Instead of using a tool to create “New Blog Post: Accessibility Tips” in bold, simply write “New Blog Post: Accessibility Tips” for a consistent and accessible experience.
