Social Media Accessibility: What Digital Marketers Need to Know

1. Why Social Media Accessibility Matters

It’s easy to think that making social media accessible is just about complying with regulations, but the benefits go beyond that. Creating accessible content ensures that people with disabilities—be it visual, auditory, or cognitive—can interact with and enjoy your brand’s posts. According to the World Health Organization, over 1 billion people globally live with some form of disability. That’s a large audience you could be missing out on if your content isn’t inclusive.

Moreover, accessible social media content shows that your brand values inclusivity. It’s a reflection of empathy and social responsibility, and it helps build trust among your audience. It’s not just the right thing to do; it’s also good for business.

2. Common Barriers to Accessibility on Social Media

Before diving into solutions, let’s first understand the common barriers that make social media platforms difficult for some users:

Visual impairments: People with blindness or low vision may have difficulty understanding image-heavy content if no alternative descriptions are provided.

Hearing impairments: Video content without captions excludes those who are deaf or hard of hearing.

Motor impairments: Some users may have trouble interacting with interactive content like buttons or complex layouts.

Cognitive impairments: Users with cognitive or learning disabilities may struggle with overly complex language or confusing layouts.

3. How to Make Social Media Accessible: A Step-by-Step Guide

Now that you understand why accessibility matters, let’s go over some actionable steps digital marketers can take to ensure their content is accessible to all.

a) Use Alt Text for Images

One of the simplest yet most effective ways to make your social media content more accessible is by using alternative text (alt text) for images. Alt text provides a textual description of the image, which can be read by screen readers, making the content understandable for visually impaired users.

When writing alt text:

• Keep it short but descriptive.

• Avoid generic phrases like “image of…” and get straight to the point.

• Mention key details that add context to the post.

For example, instead of writing “photo of a product,” try “a blue ceramic coffee mug with a gold handle placed on a wooden table.”

b) Add Captions to Videos

Videos have become a dominant format on social media, but they’re often not accessible to those with hearing impairments. Always include captions to make sure your video content can be understood by everyone.

Many social platforms, like Instagram and Facebook, offer auto-captioning features, but these aren’t always perfect. It’s good practice to review and edit these captions for accuracy. If possible, go one step further by offering a text transcript for longer videos or webinars.

c) Use High-Contrast Colors

Design matters just as much as text when it comes to accessibility. Some users may struggle to see content clearly if the contrast between text and background is too low. Make sure your color palette is easy to read by using high-contrast combinations.

For example, avoid light gray text on a white background or neon colors on bright images. Tools like WebAIM’s Contrast Checker can help you evaluate the visibility of your chosen colors.

d) Write Clear and Concise Copy

While social media is often seen as a space for creativity, remember that overly complex language can alienate people with cognitive disabilities. Use straightforward, simple language in your posts. Aim for clarity without compromising your brand voice.

Break up text into short sentences and paragraphs to make it easier for everyone to follow. Avoid industry jargon unless necessary, and use bullet points or lists to organize information.

e) Embrace Accessible Hashtags

Hashtags are vital for boosting visibility, but they also need to be accessible. For example, instead of using all lowercase (e.g., #socialmediaaccessibility), capitalize the first letter of each word (#SocialMediaAccessibility). This practice, known as camel case, makes hashtags easier to read for people using screen readers and those with dyslexia.

f) Be Mindful of Emojis

Emojis are everywhere on social media, but using too many in your posts can create accessibility issues. Screen readers read emojis out loud, and an overabundance of them can make the message harder to understand. Limit your emoji use and place them at the end of a sentence rather than embedding them within text. Also, choose emojis that enhance the message rather than clutter it.