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Wise Wednesday #48: Accessibility in Social Media Content

  • Writer: Samantha K
    Samantha K
  • Oct 22
  • 3 min read

This week on Wise Wednesday, we're focusing on a critical aspect of inclusive digital citizenship: Accessibility in Social Media Content. Ensuring your content is accessible to users with disabilities—including those who are visually impaired, deaf or hard of hearing, or who have cognitive disabilities—is not just an ethical obligation, but a strategic imperative. Accessible content expands your audience, improves SEO, and reinforces your brand's commitment to inclusivity.


Why Accessibility Matters


  • Inclusivity & Ethics: It's the right thing to do. Accessibility ensures that everyone, regardless of their physical or sensory abilities, can access, consume, and engage with your brand's message.

  • Legal Compliance: Accessibility standards (like the Web Content Accessibility Guidelines - WCAG) are increasingly being enforced in digital spaces. Non-compliance can lead to legal action and fines.

  • Expanded Reach: Estimates suggest that over a billion people worldwide live with some form of disability. By making your content accessible, you dramatically increase your potential audience.

  • Improved SEO: Features like detailed video captions and proper alt text are search engine friendly, helping your content get discovered more easily.

  • Brand Reputation: Demonstrating a commitment to inclusivity enhances your brand's reputation and trust among all consumers.


Key Areas for Social Media Accessibility



1. Visual Content: Alt Text (Alternative Text)


What It Is: Alt text is a brief, descriptive written caption added to images and photos that is read aloud by screen readers for users who are visually impaired. It describes the purpose and content of the image.

How to Implement:

  • Be Descriptive: Don't just list keywords. Describe what is in the image and why it's relevant to the post.

    • Bad Alt Text: Red shoes

    • Good Alt Text: A pair of vibrant red leather running shoes are shown next to a finishing line on a track.

  • Prioritize Purpose: If the image contains text (like an infographic), ensure all the text is included in the alt text description.

  • Utilize Platform Features: All major platforms (Instagram, Twitter/X, Facebook, LinkedIn) now have dedicated fields for adding custom alt text. Always use this instead of relying on auto-generated descriptions.

  • Skip Decoratives: If an image is purely decorative and conveys no information (like a line break or background texture), you can use an empty alt="" tag or simply skip the field (where allowed) to prevent screen readers from reading unnecessary information.


2. Video Content: Captions and Transcripts


What They Are: Written text synchronized with the audio in a video (captions) or a simple text document of all spoken words (transcript).

How to Implement:

  • Captions for Everyone: Captions are essential for users who are deaf or hard of hearing, but they also benefit all users who watch videos with the sound off (which is the majority of social media users).

  • Accuracy is Key: Always review auto-generated captions for accuracy. Errors, especially with brand or technical terms, can confuse the viewer.

  • Closed Captions (CC): Where possible (like on YouTube or Facebook), use closed captions, which users can turn on or off.

  • Transcripts: For longer videos or podcasts, provide a full, searchable text transcript alongside the content on your website or in the video description. This benefits users with various disabilities and boosts SEO.


3. Text and Layout


  • Accessible Hashtags: When using multiple words in a hashtag, capitalize the first letter of each word (known as CamelCase or PascalCase). This allows screen readers to correctly pronounce each word separately.

  • Emoji Use: Use emojis sparingly and place them at the end of sentences, not in the middle. Screen readers read the full description of every emoji, which can be disruptive.

  • Readability: Use clear, simple language and structure. Break up large paragraphs of text with line breaks and bullet points. Avoid using complex text formatting (like custom fonts) that screen readers cannot interpret.


4. Color and Contrast


  • High Contrast: Ensure there is sufficient contrast between the text color and the background color in all your images, graphics, and videos. Users with low vision or color blindness may not be able to read low-contrast text.

  • Don't Rely on Color Alone: Never use color as the only means to convey information (e.g., "Click the red button"). Always include a text label ("Click the 'Submit' button").


In Conclusion:


Accessibility in social media is about intentionally designing your content so it can be consumed by the widest possible audience. By making simple, consistent changes—like adding detailed alt text to images, ensuring accurate captions on videos, and using accessible hashtag formatting—you elevate your brand's digital presence, foster trust, and affirm your commitment to an inclusive community.

 
 
 

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