Making Social Media Truly Social: Accessibility Tips for Every Platform

Think of it this way: if a portion of your audience can’t see your images, hear your videos, or understand your text, you’re missing out on engagement, brand loyalty, and ultimately, conversions. Inclusive social media isn’t just “nice to have”; it’s smart strategy.

While each platform has its quirks, many accessibility principles are universal. Here’s how to apply them where your audience spends their time:

We all love a scroll-stopping image or graphic. But for someone using a screen reader (which describes on-screen elements aloud), that image is silent unless it has alt text.

• What it is: Alt text is a brief, descriptive sentence that explains what’s in your image. It’s hidden from most users but vital for those who can’t see the image.
• How to do it (quickly!):
  • Instagram: After you’ve selected your photo and applied edits, go to “Advanced Settings” on the caption screen. Scroll down, and you’ll find “Write Alt Text.”
  • X (formerly Twitter): When you attach a photo to your tweet, look for the “+ALT” button (or “Add description” on desktop) and click it to add your text.
  • Facebook: When uploading a photo, click the “Edit” button on the image, then “Alternative Text” to add your description.
  • LinkedIn: After adding your image, you’ll often see an “Add alt text” option below it or within the editing options.
• Marketer takeaway: Don’t just type “image.” Be concise but descriptive. “Smiling professional, holding a coffee cup at a brightly lit cafe” is far better than “person.”

Video content is king, but without captions, a large segment of your audience is left out. This includes people who are deaf or hard of hearing, but also anyone watching your video in a noisy environment (like a train station) or silently scrolling through their feed.

• Why auto-captions aren’t enough: While many platforms offer auto-generated captions, they’re often inaccurate. Misspelled words or incorrect phrases can completely change your message (and create some awkward moments!).
• How to do it:
  • Pre-produce captions: The best approach is to add captions (and ideally, a full transcript) when you’re creating or editing your video using tools like Adobe Premiere Pro, CapCut, or online services like Rev.com or Descript. You can then often upload an SRT (subtitle) file directly to the platform.
  • In-app tools: Many platforms, like Instagram Reels and Stories, TikTok, and even LinkedIn, offer auto-caption stickers or features. Always review and edit them for accuracy before posting.
• Marketer takeaway: Prioritise accurate captions for all your video content. Consider providing full transcripts for longer videos, maybe as a link in your bio or a pinned comment.

This is a super easy win for accessibility, and it makes your hashtags easier for everyone to read!

• What it is: CamelCase (or PascalCase) means capitalising the first letter of each word in a multi-word hashtag.
• Why it matters:
  • #thisishardtoread makes it difficult for screen readers to distinguish individual words, and they’ll often read it as one long, jumbled word.
  • #ThisIsMuchEasierToRead helps screen readers distinguish individual words, and is also easier on human eyes.
• Marketer takeaway: Always use CamelCase for multi-word hashtags. For example, instead of #accessiblemarketing, use #AccessibleMarketing.

Your brand’s voice should be clear, warm, and inviting. This also means making it easy to understand.

• Avoid jargon: Don’t assume everyone knows your industry’s acronyms or buzzwords. If you must use them, explain them.
• Short sentences: Break down complex ideas into shorter, digestible sentences.
• Thoughtful emoji use: Emojis can add personality, but screen readers read out the description of every emoji. A string of five emojis can be very noisy for a screen reader user. Use them sparingly and strategically.
• Marketer takeaway: Write your social media copy as if you’re explaining it to a friend who’s new to your industry.

When you share links, make sure the surrounding text clearly indicates what the link is about.

• Bad: “Click here for our latest blog post.”
• Good: “Read our latest blog post on accessible web design.” (where “Read our latest blog post on accessible web design” is the clickable link).
• Marketer takeaway: Provide context. Screen reader users often jump from link to link; vague links leave them guessing.

Accessibility extends to how you interact with your audience:

• Descriptive replies: If someone asks a question about an image, describe the image in your reply.
• Consistent language: Maintain clarity and conciseness in your comments and DMs too.

Making your social media accessible isn’t about chasing a trend; it’s about genuine inclusivity. These small, practical steps ensure your brand’s voice is heard, seen, and understood by a much wider and more diverse audience. And when more people can connect with your message, your brand truly becomes social.