8 Tips to Make Your Social Media Posts More Accessible

In recent years, social media has continued to evolve as a powerful communication tool, allowing individuals to connect and communicate with others in real time. Social media is no longer just about catching up with friends and sharing updates. It’s also used for expressing opinions, networking, and building businesses and personal brands. But despite the rising importance of social media, however, a significant issue exists: accessibility.

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Social media accessibility refers to the practice of designing social media platforms, applications, and content in a way that individuals with disabilities can access these platforms on equal terms as everyone else. The need for accessible social media rests on the fact that many individuals have disabilities or impairments that can limit their use of social media. These impairments range from visual, hearing, and neurological to cognitive and physical impairments. So creating accessible online environments is not only the right thing to do ethically, but it also helps social media platforms foster a larger and more active user base. By making social media accessible, we can widen exposure to different perspectives and communities, as well as promote a more diverse and inclusive environment.

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But what can be done to make social media accessible to every individual?

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First, social media platforms can encourage inclusivity by incorporating web accessibility standards into their design, testing, and development practices. This means designing all website features in a way that meets the guidelines set out in the Web Content Accessibility Guidelines (WCAG). The WCAG was created to provide web developers with guidelines for creating accessible websites and ensuring that disabled individuals can use them.

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Making social media accessible is not only critical for the diverse population of disabled individuals but also for everyone who uses social media platforms. 

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The next step towards accessibility will be taken by the brands and individuals that post to the platform. So in the rest of this article, we will look at tips to make your social media posts more accessible. 

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Let’s get started. 

1. Use alt text

Alt text in social media refers to alternative text descriptions that are added to images to offer more context to users with visual impairments. The alt text describes what is in the image using a text-based explanation, allowing the visually impaired to understand the meaning and context of the image even if they cannot see it. 

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Since social media platforms are image-heavy, alt text is particularly important to ensure that visually impaired individuals can still engage with social media content. When alt text is added to an image, a text-based description is added to the image’s HTML tags, which is read out loud to the visually impaired user by their screen reader software. This allows them to understand the content and purpose of the image.

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Alt text descriptions not only make social media more welcoming and inclusive, but they are also useful in improving search engine optimization (SEO) for content creators. By using well-crafted alt-text descriptions, content creators can help search engines locate and understand their images, improving the chances of being found by new audiences.

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Here is an example of an alt text on Twitter.

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How to add alt text to social media posts

Here's a step-by-step guide on how to add alt text to social media posts:

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1. Open the social media platform of your choice (Facebook, Instagram, Twitter, etc.) and create a new post.

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2. Upload the photo or image that you want to add alt text to.

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3. Once the image is uploaded, you should see an option to add alt text, usually located in the advanced settings or accessibility settings on the social media platform.

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4. Click on the alt text option, and you will be prompted to write a description of the image in the text box. The description should be concise and accurately describe the content of the image.

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5. Once you’ve written the alt text description, click on "Save" or "OK" to apply the alt text to the image.

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6. Make sure to check that the alt text description has been added correctly by viewing the post and hovering over the image with your mouse. The alt text should appear in a small pop-up box.

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7. If you want to edit the alt text after posting, click on the three dots or edit button located next to the image, and the option to modify the alt text for the image should be present.

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With just a few easy steps, you can ensure that your social media posts are accessible to a wider audience.

Best practices when adding alt text on social media

Here are some best practices to keep in mind when adding alt text to social media posts:

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1. Be descriptive: When writing your alt text, describe the image as accurately as possible for people with visual impairments. Use clear, concise, and descriptive language that accurately depicts the image.

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2. Keep it brief: Alt text should be a brief but meaningful description, meaning that the character count should not exceed more than 100 words.

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3. Don’t overuse keywords: Avoid stuffing your alt text with keywords to improve SEO, as this could be seen as spam. Instead, focus on communicating what the image represents.

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4. Write an alt text for each image: Avoid writing a generic alt text description for all images in your post. Instead, write a unique description for each image to ensure an accurate representation of the content.

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5. Use proper grammar and punctuation: Ensure that your alt text descriptions are grammatically correct and use proper punctuation to convey accurate information.

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6. Write in the present tense: Write your alt text in the present tense to describe the current content of the image.

2. Caption your videos

Captions are an integral tool for creating an inclusive and accessible environment on social media platforms. They are the written version or a transcript of the dialogue or narration in videos, presented in sync with the audio. This method can make video content more accessible by providing a text-based representation of the spoken content.

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Captions have several benefits for social media content creators. Firstly, they improve the reach of videos as they provide a way to reach a larger, diverse audience. Secondly, social media platforms like Facebook and Instagram now auto-play videos, and captions allow users to watch the video with the sound turned off. This is especially suitable for viewers who watch videos in public places or those who wish to watch them discreetly.

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Incorporating captions into videos is not a complex process. Many tools are available to easily add them, such as Facebook and Instagram automatic tools. Most professional video editing tools like Adobe Premiere Pro and Final Cut Pro also have captioning tools built-in. The availability of these tools makes the process easier and more accessible to video creators.

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It's worth noting that poorly done captions can also have adverse effects and harm the viewing experience. For example, incorrect punctuation or incorrect usage of grammar can cause confusion and make the content less clear to native and non-native speakers alike.  

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They are two types of captions you can use on social media – closed and open captions. 

Open captions are added when the video is created; before it is uploaded to the social platform. They are permanently visible on the video and can’t be removed. On the other hand, users can turn on or off closed captions. Closed captions are added to a video usually through an SRT file. Some platforms will also autogenerate closed captions for your videos. 

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Closed captions are the preferred option for accessibility as it allows users to choose if they want to see it or not. Here is an example of a TikTok video from National Geographic that has both closed and open captions. 
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https://vm.tiktok.com/ZM2PX3sFY/‍‍

Here are some best practices to follow when adding captions or subtitles.

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• Use contrasting colors: Use contrasting colors between the text and the background to make captions easy to read. 
• Be mindful of caption placement: Keep the captions in an accessible part of the screen, preferably at the bottom where most readers expect them. If using multiple lines of captions, ensure that they are stacked in a readable format that flows well with the action on the screen.
• Don’t clutter the screen: Avoid adding too many captions that can interfere with the video's content or action. Ensure that the captions do not obscure the visual information or distract the viewer from the primary message.
• Use automatic captioning tools correctly: Utilize automatic captioning tools available on various social media platforms to add captions to videos. However, review the captions for inaccuracies and make the appropriate changes. Why? Most automatic captioning tools don't capture context and nuances in speech in a completely accurate way.

3. Make your texts easy to read

Here are some tips that will help your texts become more accessible on social media.

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• Spell out acronyms: This makes it easier for readers to understand the message you are passing across. 
• Avoid all caps: Some screen readers may read words in all caps as acronyms - not full words. For example, seal vs SEAL.
• Write in simple language: Do not use overly technical language in your posts so that both those with cognitive disabilities and people new to your industry can understand. 
• Be mindful of the fonts you use: Some fonts do not work effectively with assisted technologies. Make sure you check before you use a font. The most accessible fonts are Tahoma, Calibri, Helvetica, Arial, Verdana, and Times New Roman.
• Use special characters moderately: Too many special characters in your texts can make your texts confusing to people using screen readers.
• Use Contrasting Colors: Use contrasting colors for your text, background, and any other design elements you include in your content. High contrast between the text and background can improve legibility and increase readability. White text on a black background or black text on a white background is a classic example of high contrast.

 4. Use emojis effectively

While emojis are popular, they can also affect the accessibility of text on social media. The use of emojis can create unique challenges for people with visual impairments or other disabilities affecting their ability to read or understand text.

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For example, emojis may not be accessible to everyone. They are usually in small sizes and can be difficult for people with visual impairments to see. Individuals with conditions such as color blindness or low contrast sensitivity may also find it hard to distinguish between similar emojis. These challenges make it more difficult for people with disabilities to understand the context of a message.

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Emojis are also often ambiguous in meaning and can be interpreted in different ways. This ambiguity can be confusing for people with disabilities, particularly those who rely on text-to-speech software or other assistive technologies to understand and communicate. They may not be able to understand the intended meaning of an emoji in a message.

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Here are some best practices to follow when using emojis:

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• Use emojis sparingly: When emojis are used excessively, it can cause confusion and make it harder for people to understand the message being conveyed. Therefore, it is essential to use emojis only where needed, especially when it comes to professional communications.

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• Avoid ambiguous emojis:  Ambiguous emojis, such as those used to convey sarcasm or irony, can be confusing and interpreted differently. When using emojis, it is important to choose ones that clearly represent your intended meaning.
• Provide alternative text: This will help people with visual impairments to understand what the emojis represent. This way, they can access the information without any barriers.

5. Write hashtags in camel case 

When posting on social media, using hashtags is a great way to increase the visibility and reach of your content. However, it's important to format your hashtags correctly to ensure that they are easily readable and accessible to your target audience.

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One convention that is commonly followed while writing hashtags is using camel case. Camel case is a way of formatting text where only the first letter of each word is capitalized. For example, this is #SocialMediaMarketing written in camel case.

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Writing hashtags in camel cases makes them more readable, particularly when they contain more than one word. This is because the capital letters help to create separation between the different words, making it easier for readers to understand the meaning and message of the hashtag.

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In addition, using camel cases can also help to prevent misinterpretations of your hashtags. For example, #SusanAlbumParty could be read as #susanalbumparty without the use of camel case, potentially leading to confusion or misunderstanding.

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Therefore, to ensure that your hashtags are easily readable, accessible, and understood by your target audience, it is recommended to write them in camel case. By doing so, you can help to increase the engagement, reach, and visibility of your content on social media platforms.

6. Avoid using ableist language 

Ableist language is language that is discriminatory or derogatory towards individuals with disabilities. Using ableist language can perpetuate negative stereotypes and attitudes toward people with disabilities, leading to exclusion and marginalization. This can also lead to low self-esteem, depression, and anxiety, among other negative mental health outcomes.

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For example, using the words “crazy” or insane” to describe something negative may stigmatize people with mental disabilities. Instead try to use better language to describe the feeling you are trying to express. Instead of saying “crazy”, you can use“wild”. 

7. Make your visuals accessible 

Creating accessible visuals is an essential step in ensuring that everyone, including individuals with disabilities, can access and understand your content. Here are some tips on creating visuals that are accessible:

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• Provide clear contrast: Ensure that the contrast between the background and foreground elements of your visuals is high. This can help individuals with low vision or color blindness to distinguish between different elements of the visual.
• Use plain language: Use plain language for any text included in your visuals to make it easier for people with cognitive disabilities to understand.
• Avoid flashing or moving images: These types of visuals can trigger seizures in individuals with photosensitive epilepsy. If you have flashing in your video, include a disclaimer at the start of the clip.
• Use accessible graphs and charts: Use clear and simple graphs and charts that are easy to read and understand. You should also provide a detailed description of the information presented in the graph or chart.

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Finally, test your visuals with people who have different types of disabilities to ensure they are accessible and understandable.

8. Create accessible social media ads

To run more inclusive and accessible ad campaigns, here are some tips you should consider: 

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Add captions: Captions are a crucial tool for making videos accessible to individuals with hearing impairments. Ensure that your captions are accurate, synced with the video, and easy to read.

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On Twitter, you can upload an SRT file with your ad creative to ensure that you have accurate captions. 

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On Facebook and Instagram, you can add captions to your videos before uploading them to the Meta Ads Manager.

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To add captions to video ads on YouTube, go to YouTube Studio and make the edits. The subtitles you add to the video in YouTube Studio will apply automatically when you use the video in your ad.

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Use alt text: Alt text is an essential tool for individuals with visual impairments to understand images. Be sure to include descriptive and concise alt text for every image in your ad.

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LinkedIn provides an Alt Text Tool at the Ad Level. Advertisers can upload up to 300 characters of alt text after uploading their creative. 

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However, platforms like Meta Ads Manager and Twitter Ad Manager do not support all texts for images used in ads. Instead, include your own description in your ad copy. 

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Test with screen readers: Test your ad with screen readers, a tool commonly used by visually impaired users, to ensure that your ad is fully accessible.

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By following these tips, you can create social media ads that are accessible to individuals with disabilities, promote inclusion and diversity, and improve the overall user experience for everyone.

Conclusion

Making your social media posts more accessible is crucial to reach a broader audience and ensuring that your content is inclusive for everyone. By implementing these best practices you can improve the accessibility of your posts. Accessible content benefits not only those with disabilities but also individuals who might be experiencing technical difficulties or using older devices. So, by taking these steps, you can ensure that your content is easily accessible and engages with a wider audience.

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