9 Key Principles for Improving Accessibility in Social Media Content

Social media has the ability to unite individuals—but failing to adhere to best practices for social media accessibility can equally lead to exclusion.

Generally speaking, navigating social media is straightforward. We can log in while watching television, throughout our daily routines, and even during virtual meetings (admit it, we’ve all been there).

However, the simplicity of scrolling through social media is not a uniform experience. For those utilizing assistive devices or requiring higher contrast in visuals and text, engaging with social media can often be a challenging endeavor.

Fortunately, you possess the capability to make your social platforms more inclusive for a broader spectrum of your audience. This places your brand in the advantageous spot of enhancing social media engagement, while demonstrating to your entire audience that you acknowledge them.

What is social media accessibility?

Social media accessibility refers to the process of creating and developing social media content and posts that ensure a seamless, inclusive experience for everyone—including you, the marketer.

Excluding content can lead to a variety of irritating and disruptive scenarios—such as videos filled with background noise that lack captions. Producing more accessible social media content is genuinely beneficial for everyone involved—from you to your audience.

We consulted social strategist, accessibility advocate, and the creator of Accessible Social Alexa Heinrich for insights in this article. She emphasized that, regarding social media accessibility: “Creating accessible social media means making sure that everyone can access your content, regardless of their physical or cognitive abilities.”

Make accessibility a fundamental element of your strategy and integrate it into your social content daily—not solely during trending disability awareness periods.

A definition graphic that reads what is social media accessibility? The practice of designing and developing social media content and posts that provide a smooth, inclusive experience for everyone.

Why accessibility matters on social

One in four Americans lives with a disability. According to Pew Research, 62% of adults with disabilities report owning a laptop, while 72% have smartphones.

In other words, without inclusive social media, you risk estranging certain audience members or completely overlooking them.

“Rationally, the more accessible your content is, the more people will be able to access and interact with it,” Alexa explains. “Inclusive best practices can substantially influence your communication efforts and determine how many people connect with your digital content.”

From screen readers to Sticky Keys and beyond, technology has simplified the integration of individuals with disabilities into online discussions. However, that same technology necessitates you, the marketer, to adopt accessibility best practices in order to provide an inclusive experience.

“Marketers should be concerned about the experience their followers have while engaging with their brand on social media.”

In summary, Alexa encapsulated it perfectly, “Marketers should be concerned about the experience their followers have while engaging with their brand on social media.”

9 best practices for social media accessibility

Improving the accessibility of your social media posts is relatively straightforward once you understand where to begin.

Here are 9 best practices and tips for social media accessibility that you can start applying today:

  1. Incorporate alt text for images
  2. Utilize AI to automatically generate alt text across platforms
  3. Ensure your text is accessible
  4. Use emojis wisely
  5. Add closed captions and subtitles to videos
  6. Make your visual content accessible
  7. Embrace inclusive language
  8. Highlight inclusivity in your imagery
  9. Embed accessibility and inclusion into your routine

1. Incorporate alt text for images

Alternative text, or “alt text,” provides concise yet informative descriptions of images that screen readers utilize to convey the content on social media.

Here’s an example of how it appears on X (formerly known as Twitter):

Marcelo, a dachshund, sits with front paws on a cement surface against a beige wall and a small green plant. There is a pink puka shell bracelet around his left ankle. On the image, a box titled image description appears with the alt text description used to describe the image on X.

While alt text is simple to implement, it is often underutilized or misapplied. Regrettably, it’s not uncommon to see brands or accounts using alt text for irrelevant content, image credits, or calls to action.

A Tweet from Alexa Heinrich that contains the following text. As a reminder, the alt text field is meant for accessibility. It's not somewhere to be cheeky or clever to hide extra info like calls to action, photographer credits, links, or anything else that doesn't contribute to making your image accessible to screen reader users.

Best practices for crafting and adding alt text

According to Alexa: “When composing alt text, consider, ‘What information about my image is essential for someone to know?’ Think about your goal with your social media content. Ensure your alt text is descriptive enough to clarify your image in a way that aids in achieving those goals and effectively informs your followers.”

Here are some best practices to implement:

  • Be brief yet informative. A common guideline is to keep it to 125 characters, but don’t hesitate to be more expansive to clarify graphics or images.
  • Avoid phrases like “image of” or “picture of.” These details are implied.
  • Incorporate keywords. Alt text contributes to SEO—add relevant keywords when possible.
  • Provide context as well. The alt text for one post states, “A bear laying face down with arms and legs spread out in a classic sploot pose,” clearly connecting the image’s description to the caption and text.

A brown bear sprawled awkwardly on a pebbly beach, with calm water and sparse grass in the background. Text on the image reads: Splootathlon.

Pro tip: Also include video descriptions. Videos might not have an alt text option, so add descriptions within your captions or threads to elaborate on your video content. The video from US Fish and Wildlife Services offers an extensive and informative description of their video.

A video of a deep sea jellyfish in the Mariana trench from the US Fish and Wildlife Service where they've included a long and informative video description describing the video.

Ultimately, keep in mind: don’t overcomplicate it. Alt text interpretation is subjective. As Alexa remarked, “As the content creator, you dictate which details are important not only in your image but your entire post.”

A tweet by a Twitter user called roll with the punches. The text reads, Pro tip when writing image descriptions for folks: You're not writing a professional newspaper caption of a stock photo. Just let blind and low vision users know what they might wanna see! For example: and the tweet continues into a longer thread.

Regarding implementation, here are some platform-specific tips for adding alt text:

Here’s how you can add alt text on different platforms:

X:

  1. Attach an image to your post.
  2. Click on add description beneath the image.
  3. Enter your alt text, extending up to 1,000 characters.
  4. Press save.
  5. An “ALT” badge will display on your image to denote that it contains alt text.
  6. If there are several images, click add description for each and use the arrows to switch between images.
  7. According to Accessible Social, GIFs from X’s media library also allow you to include alt text.
The edit image description window of Twitter where a photo of a grey cat has been uploaded and the following alt text has been added: a sleek grey cat with green eyes sits on a wood floor. He is looking up and to his left with his head tilted and mouth open slightly in a meow to reveal his lower teeth.

Facebook:

Facebook adds alt text to images automatically, though these auto-descriptions can be far from precise.

To include alt text in a new post:

  • Attach an image to your post.
  • Select edit (or, on mobile, click the three dots on your image.)
  • Select Alternative text.
  • Input your Custom alt text.
Facebook's photo editing interface where there is an option to add alt text at the bottom of the toolbar.

Editing auto-generated alt text is simpler on mobile. The automatic alt text for one image may read “may be an image of cat and indoor”—demonstrating the necessity to add your own. To modify your alt text:

  1. Navigate to your post.
  2. Click on your photo.
  3. Click the … in the upper corner.
  4. Choose Edit Alt Text.

Instagram:

When uploading images on Instagram via desktop, you’ll spot an Accessibility dropdown option. However, incorporating alt text on mobile is more intricate:

  1. Upload your image once editing is complete.
  2. Select Next.
  3. Tap Advanced settings.
  4. Tap Write alt text.

To add alt text to an existing post:

  1. Tap the … above your post.
  2. Select Edit.
  3. Select Accessibility.
  4. Write your alt text.
  5. Select Done.

LinkedIn:

  1. While attaching an image to a post, select the Alt icon at the bottom of the image.
  2. Type your text in the Alt text field.
  3. Click Add on desktop, or Done on mobile.

Given the various steps and limitations inherent in different platforms, adding alt text can be complicated. Using Sprout Social simplifies your accessibility and publishing efforts, allowing you to add alt text to your images across Facebook, X, and LinkedIn in just one step.A coffee mug image being uploaded to Sprout Social's publishing interface, with fields for alt text visible in the image.

Although API restrictions prevent you from adding alt text to Instagram images through Sprout, you can include image descriptions in your captions when scheduling posts—this is an accepted and commonly used alternative.

2. Utilize AI to automatically generate alt text across platforms

Recent advancements in AI can further simplify your alt text processes, aimed at increasing alt text usage and enhancing social media accessibility across platforms. During a recent Arbotetum webinar on The Power of Accessible Social with Alexa Heinrich, Sprout introduced Generate by AI Assist—a fresh alt text generator embedded in Sprout’s Publishing platform for specific plans. Usage of alt text in social media images is notoriously limited, and initiatives like Sprout’s Generate by AI Assist aim to alter that.

With Generate by AI Assist, Sprout’s collaboration with OpenAI allows for alt text suggestions. When you upload image posts to Sprout for publication on X, Facebook, or LinkedIn, you can click the “generate” button to acquire detailed alt text suggestions in seconds. Following that, you can either utilize the auto-generated text directly or edit it within Sprout’s Publishing tool.

Sprout reduces the number of steps required, enabling a stronger focus on accessibility. In fact, accessibility features significantly influenced Texas A&M University’s choice of Sprout as their preferred social media management platform. The new AI alt text workflows have already proven advantageous for social marketers.

A LinkedIn post with the caption: The Alt text generator for images from Sprout Social is the first AI application that is actually solving a problem and truly saving me time as a social media professional.

3. Ensure your text is accessible

While experimenting with typography on your website or social posts might be trendy, ornate fonts can be problematic for screen readers.

In terms of social posts, several best practices exist to enhance text accessibility.

How to compose accessible text

Here are some essential best practices to follow:

  • Correctly format your hashtags. Hashtags, from humor to hashtag holidays, are here to stay. Improve readability for screen readers and users alike using “CamelCase,” where the first letter of each word in a hashtag is capitalized. For instance, instead of #weloveteamsprout, use #WeLoveTeamSprout.
  • Avoid using all caps. All caps can hinder word recognition by shape, and screen readers may interpret them as acronyms instead of full words. For example: text vs TEXT.
  • Pay attention to font color. This is particularly relevant for landing pages or blog posts you may link to. Ensure your font and hyperlink colors are accessible.
  • Spell out acronyms first. This aids screen readers and individuals unfamiliar with abbreviations.
  • Write in plain language. Steer clear of jargon and overly technical terms to make your posts more accessible for newcomers to your industry, non-native speakers, or individuals with cognitive disabilities.
  • Avoid lengthy sentences. Opt for concise, clear sentences instead.
  • Present the most crucial information first. This is beneficial for accessibility and clarifies your message more effectively and quickly.
  • Place @ mentions at the end of your posts. This assists in maintaining the flow of your post, particularly for screen readers.
  • Use special characters wisely and sparingly. Screen readers do not interpret all special characters aloud, such as ampersands. However, excessive special characters in your text can create a confusing experience for users of screen readers.
  • Avoid decorative typography. Experimenting with whimsical fonts has gained popularity in social bios and posts, but these are often not compatible with assistive technologies.

A post on X by user Kent Dodds featuring various graphic and script fonts that hinder readability. The caption states: You think it's cute to write your tweets and usernames this way. But have you listened to what it sounds like with assistive technologies like voice over?

4. Use emojis wisely

A screen reader would interpret the following post as, “I pencil love red heart writing writing hand: light skin tone content laptop.” Not exactly appealing.

A drafted tweet demonstrating how excessive emoji use can disrupt reading. The sentence reads I pencil emoji love heart emoji writing hand holding pencil emoji content computer emoji

How to integrate emojis while maintaining content accessibility

You don’t need to eliminate emojis altogether; just be mindful of their usage. Here are some suggestions:

  • Watch out for trends involving repetitive, excessive emojis. The viral “red flag” trend, for example, poses accessibility challenges for screen readers. If it’s essential to join such trends, restrict your post to a few emojis instead of overwhelming users with numerous ones. Find additional advice in this article.
  • Limit emoji usage. This minimizes confusion in your posts. Place emojis at the end of a social post to emphasize your key information. Additionally, remember that custom emojis representing various skin tones are great for inclusivity, but they come with longer descriptions—and using several in a row can complicate the experience for screen reader users.
  • Avoid emojis in your profile name. This can disrupt screen readers.

5. Add closed captions and subtitles to videos

Integrating closed captions should be a fundamental aspect of your video marketing strategy.

As Alexa noted, “Captions render videos accessible to a diverse audience—from individuals with hearing impairments or cognitive disabilities to those acquiring a new language or even people preferring not to disturb sleeping partners or infants.”

This approach is also favored by Gen Z and millennial content consumers and can enhance your SEO efforts.

Adding captions to your videos is always a beneficial practice. Here are some common best practices:

  • Go beyond the spoken content. Subtitles transcribe dialogue, but closed captions deliver additional context such as background sounds or music.
  • Ensure captions aren’t obscured by platform graphics. This is particularly crucial for formats like Reels and TikTok.
  • Craft high-contrast captions. Ensure your captions are clear against the background, such as using white text on a black highlight, or vice versa.

A LinkedIn poll asking the audience about their preferred caption styles: white text on black background, black text on white background, or a post in comments. 76% of respondents favored black background with white text.

Here’s how to add and modify closed captions

Most social platforms have simplified this process. However, while automatic captions are incredibly beneficial, they may produce errors that could lead to confusing or even offensive misinterpretations.

Fortunately, platforms that provide auto captions also offer options for correction.

Using Sprout: You can upload SubRip Subtitle Files (SRT) to Facebook, YouTube, and X videos while creating posts in Compose.

  1. Navigate to Compose.
  2. Select Facebook, YouTube or X from the Profile Picker.
  3. Click the camera icon, select Upload Video, and add your desired video. Alternatively, click the pages icon to select an existing video from the Asset Library.
  4. Add a title.
  5. Select the language for the SRT files you plan to upload.
  6. Click Choose File to upload your SRT file. You can also click Upload another language file if needed.
  7. Schedule your post.
The Compose feature and interface in Sprout Social where you can add SRT files to videos you upload to Facebook, Twitter or YouTube.

YouTube: Notably, on YouTube, closed captions are referred to as subtitles. There are various tools available to generate YouTube subtitles more quickly. However, adjusting auto captions is an accessible and straightforward starting point.

  1. To add or edit auto captions on your videos, log into YouTube Studio.
  2. Click the Subtitles tab from the left menu.
  3. Select the videos you’d like to add subtitles to or edit.
  4. Choose your language.
  5. You’ll be directed to a page to edit auto-subtitles for your video. Click Duplicate and Edit to address any auto-caption errors.
  6. Publish.
  7. Caution: When you upload a video and opt for auto captions, expect a delay in the captions appearing. Keep checking back and edit them once available.
The YouTube Studio interface highlighting the Subtitles option on the left sidebar.

Facebook:

On desktop:

  1. Upload your video to a post.
  2. Click Edit.
  3. Select Add Captions.
  4. Click Upload Captions. Facebook utilizes SubRip (.SRT) files for captions.
Facebook's post upload window illustrating the option to Add Captions under the interface for uploading captions.

On mobile:

  1. Add your video to a post.
  2. Tap Edit.
  3. Select CC at the top.
  4. Facebook will transcribe the audio.
  5. Choose your caption style.
  6. Edit captions by selecting Edit Captions and tapping on words to change them as needed.

Instagram:

  1. Upload your video (all videos on Instagram are currently uploaded as Reels).
  2. Tap Next.
  3. Select the Stickers icon from the top.
  4. Choose the Captions sticker.
  5. Instagram will convert your audio to text.
  6. Tap on the appearing captions to edit the text.
The Instagram Reels interface demonstrating the availability of a captions sticker for your Reels

TikTok:

  1. Upload your video.
  2. Click on Captions in the side menu.
  3. TikTok will transcribe your audio.
  4. Review your captions and click the pencil icon for editing.
The TikTok captions editor allowing editing and adjustments for uploaded video captions.

LinkedIn:

  1. Log into LinkedIn.
  2. Add a video to a post.
  3. Under Auto Captions, toggle on Add auto captions and review captions prior to viewer visibility to proceed cautiously.
  4. A banner will appear beneath your post when your captions are ready for review.
  5. To review your captions, click the … on your post.
  6. Select CC Edit Captions.
  7. You also have the option to upload an .SRT file instead, as indicated above the auto caption option.
LinkedIn's auto caption feature that allows toggling options for reviewing captions before they are published.

X:

  1. To incorporate captions into your X video content, you must upload an .SRT subtitle file.
  2. Select a video within your Media Studio Library.
  3. Click on Subtitles.
  4. Choose your text language.
  5. Click Upload and select the .SRT file.
  6. To further update the file, click the pencil icon.

6. Make your visual content accessible

Ensuring the accessibility of your images and videos goes beyond just utilizing alt text and captions.

From issuing warnings for content that could affect individuals with photosensitivity to accommodating those with color vision deficiencies, there are numerous methods to enhance your visuals’ accessibility.

How to develop accessible visual materials

Here are several strategies to elevate the accessibility of your visuals:

  • Avoid cramming graphics with text. Consider limiting information on your graphics and directing users to a blog post or landing page for a more comprehensive statement, full event details, or a complete blog post.
  • Include warnings for individuals with photosensitivity. If you share a video with strobe effects or flashing lights, provide a warning and establish a pause before the content plays. TikTok issues a warning for content that may trigger adverse or dangerous effects for some users.
  • Be cautious with viral trends that may not be accessible. Engaging in trends that depend on unique post formatting, such as the handshake trend mentioned earlier, could be entertaining. However, these may not be assistive technology-friendly. Before participating in trends, assess how they will be read by screen readers, and consider minimizing their usage or avoiding them entirely.

A tweet from a user named Khan Stop Me with text displaying: Venn diagrams, handshake emoji, handshake meme in one line. Under the handshake emoji appears text elucidating shared traits.

  • Don’t rely solely on color to convey meaning. This may alienate those with color blindness and might also have cultural implications.
  • Create visuals with high contrast. High contrast makes graphics easier to understand. Ensuring your graphic colors have a 4.5:1 contrast ratio can make the text within your graphics legible for all audiences.
A sequence of squares in various hues demonstrating that light text against dark backgrounds or dark text against light backgrounds can yield a greater contrast, ensuring a more accessible reading experience for graphics.

7. Embrace inclusive language

It can be all too easy to perpetuate bias, stigmas, and marginalization through the words and phrases we unconsciously default to. Not even popular musicians are exempt.

Inclusive language refers to utilizing language that is respectful, inclusive, and devoid of bias, discrimination, or exclusionary terminology. Implementing it in your communications—from social posts to job descriptions—ensures that everyone feels acknowledged, included, and welcome.

Strategies for employing inclusive language

Inclusive language requires self-reflection and a commitment to education. However, it’s vital to begin now and integrate it into your daily process.

Here are several avenues to initiate the integration of more inclusive language:

  • Confront bias in your writing. For instance, using the term “normal” as a comparative reference could be ableist, or suggest one group constitutes “the norm.” Gendered language is similarly biased—tools like the gender decoder can assist you.
  • Utilize people-first language. For example, refer to “a person with a disability” rather than “a disabled person.”
  • Watch for offensive terminology. Language is constantly changing. Stay alert for outdated phrases, sayings, or cultural appropriation in your language.
  • Commit to ongoing learning. Language continues to evolve, and so should you. Remain curious about others and educate yourself on preferred terminology. Our inclusive writing guide is an excellent starting resource.
  • When uncertain, ask. Preferred terms can vary even within groups over time. Instead of assuming pronouns or preferred terms, it’s best to respectfully inquire.

8. Focus on inclusivity in your imagery

Accessibility and inclusivity extend to how you post.

However, they also influence what you post.

According to a Sprout Social Pulse Survey, 66% of participants stated they are more inclined to purchase from brands that feature diverse races, gender identities, ages, and more. A Facebook study indicated that communities with disabilities and the LGBTQIA+ group, for instance, are underrepresented in digital advertisements.

A data visualization indicating that consumers are more likely to purchase from brands showcasing diverse individuals. The center reads 66%.

Make diversity a priority on social media to ensure your entire audience feels included. Just remember to make these visuals accessible as well.

Methods for emphasizing inclusive marketing materials

These strategies will help you get started. To explore further, check out our article on diversity in social media.

  • Be attentive regarding your models. Do your models reflect the diverse ages, backgrounds, and perspectives of your audience?
  • Consider your collaborators. Inclusive social media content applies to the creators, agencies, and partners you feature, too. What voices are you uplifting, and are there others you could better amplify?
  • Listen actively. If your audience expresses concerns about your content, make the necessary adjustments.
  • Commit to diversity year-round. Only showcasing diverse gender identities or couples during Pride Month or women during Women’s History Month risks alienation and tokenism. Feature individuals of all identities, backgrounds, body types, and more throughout the entire year to genuinely represent and connect with your audience.
  • Ensure your alt text descriptions are inclusive. Many resources exist that address inclusive alt text practices. Educate yourself on how to provide inclusive descriptions, understanding that this may relate to personal preferences—like someone’s self-identification. If in doubt, ask—never make assumptions. This resource provides excellent examples.

A tweet by user Haben Girma emphasizing: I'm so used to blind people saying they thought I was white; it doesn't surprise me now. When providing image descriptions, don't omit race! This is hashtag intersectionality, and I've created a video on inclusive descriptions. The tweet includes an image of Haben with alt text stating: I'm sitting outside with my head and shoulders visible in the image, along with my guide dog behind me. I'm a Black woman with long dark hair and hazel eyes dressed in a blue top. The text reads: I'm not white. Honest! Blind individuals and visual accessibility.

9. Embed accessibility and inclusion into your routine

If all of this feels daunting as you embark on this journey, know that you are not alone. A recent Sprout Social survey of 300 marketers revealed nearly a third cited the time commitment to making posts accessible as their largest hurdle regarding accessibility.

However, by now, you comprehend the significance of enhancing social media accessibility and broadening your audience reach.

Incorporating accessibility best practices into your content creation workflow makes it an integral part of the process, rather than an afterthought.

Additionally, a silver lining is evident in the same data: almost a quarter of marketers successfully prioritize accessible content without complications.

A LinkedIn post by Meryl Evans conveying that each time an accessibility or disability awareness day, week, or month occurs, one message resonates: Accessibility and disabilities are aspects of our lives we encounter daily, not just for designated periods.

Invest in training for yourself and your team. Additionally, integrate accessibility procedures into your social media scheduling and content planning. Equip your team with a platform that simplifies adding alt text during publication (like Sprout Social’s publishing tools) to enhance this process further.

Accessibility in Social Media Benefits Everyone

Don’t let the fear of achieving perfection deter you from enhancing the accessibility and inclusivity of your posts. The first step is paramount. The sooner you integrate accessibility and inclusive practices into your social media strategy, the more effective it becomes.

If you want to discover how Sprout can streamline social media management for your entire team—including features centered around accessibility—sign up for a free trial today and start implementing your accessibility practices.

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