Social Media Accessibility Checklist: Guidelines & Best Practices

As social media continues to shape the way we interact, it becomes necessary to consider who can participate in these online conversations. Accessibility in social media refers to the practices and design elements that make content available to all users, particularly those with disabilities. By focusing on aspects like content readability, visual design, and navigation, brands can foster a more inclusive digital space. In this article, we will delve into the critical role of accessibility in social media, why it matters for your marketing strategy, and how brands can implement effective accessibility techniques to reach a broader audience.

What is Accessibility in Social Media?

Accessibility in social media refers to the design and practices that ensure all users, including those with disabilities, can access and engage with the content you post. This includes several key aspects:

1. Content Readability: Using clear and simple language, structuring content logically, and providing text alternatives for images and videos (like captions and descriptions) to aid users with visual or hearing impairments.
2. Visual Design: Choosing color contrasts that are visually distinct, ensuring text size can be adjusted, and avoiding reliance solely on color to convey information, which can help users with color blindness.
3. Navigation: Designing interfaces that are easy to navigate using keyboard commands or screen readers, making sure that menus, buttons, and links are accessible.
4. Multi-Modal Content: Providing information in various formats (text, audio, video) so that users can choose the method that works best for them.
5. Inclusive Practices: Engaging with and seeking feedback from diverse communities to understand their needs and ensuring representation in content.

By prioritizing accessibility, platforms, brands, and content creators can create a more inclusive online environment that allows everyone to participate and benefit from social media interactions.

Why Accessibility is Important for Social Media Marketing

Incorporating accessibility in social media marketing goes beyond being a “nice-to-have” feature; it’s a fundamental practice that benefits both brands and users. Here’s why accessibility matters:

1. Expanded Reach: Over one billion people worldwide have some form of disability. By making social media content accessible, brands can connect with a broader audience and ensure their message is inclusive, accommodating users with varying needs and abilities.
2. Improved User Experience: Accessibility enhances the overall experience for all users, not just those with disabilities. Accessible content is often more readable, organized, and user-friendly, leading to greater satisfaction and engagement across the board.
3. Legal Compliance: In many regions, accessibility is required by law. Failure to comply with accessibility guidelines could lead to legal consequences, making it necessary for brands to adhere to these standards in digital spaces, including social media.
4. Enhanced Brand Image: Brands that prioritize accessibility demonstrate a commitment to social responsibility and inclusivity. This can boost a brand’s reputation, building trust and loyalty among all users, including those within the disability community.
5. Increased Engagement: Accessible content is often easier for users to interact with and share. By providing content that’s enjoyable for everyone to engage with, brands can see higher engagement rates, ultimately contributing to a stronger social media presence.

How to Integrate Accessibility into Your Social Media Strategy

To make accessibility an integral part of your social media approach, consider the following steps:

• Train Your Team: Make sure your social media team knows accessibility best practices. Regular training can keep everyone up to date and ensure consistency.
• Use Accessibility-Friendly Design Tools: Choose tools that allow you to add alt text, check contrast, and add captions easily. Platforms like Adobe and Canva offer features specifically for creating accessible content.
• Audit Your Current Content: Review past posts to identify areas for improvement. Updating older content to meet accessibility standards can make a real difference.
• Plan for Accessibility from the Start: Think about accessibility as soon as you begin planning content. Incorporate captions, alt text, and appropriate color contrast right from the brainstorming phase.
• Engage with the Disability Community: Listen to feedback from users with disabilities to understand their experience. This helps you refine your content based on real-world use.

Social Media Accessibility Guidelines & Best Practices

Creating accessible social media content doesn’t have to be complex. By following these guidelines, brands can make a big impact:

• Use Clear Language: Write in straightforward, easy-to-understand language. Avoid jargon and complex phrasing whenever possible.
• Provide Alt Text for Images: Alt text is essential for users who rely on screen readers. Make descriptions brief yet descriptive enough to convey the image’s meaning.
• Use CamelCase for Hashtags: Capitalize the first letter of each word in hashtags (e.g., #SocialMediaMarketing). This ensures screen readers pronounce each word clearly, making hashtags easier to understand.
• Caption Videos: Include accurate captions for all video content. Captions benefit not only those with hearing impairments but also users watching videos in muted environments.
• Limit Emoji Use: Although emojis can enhance content, they should be used sparingly. Screen readers read out each emoji name, so overuse can disrupt the flow of information.
• Ensure High Contrast: Make sure text stands out against its background. High contrast improves readability for users with visual impairments and enhances overall clarity.
• Avoid Flashing Content: Flashing or strobing visuals can trigger seizures in users with photosensitive epilepsy, so it’s best to avoid them. If they cannot be avoided (e.g., for a movie promo), consider providing a clear trigger warning. 
• Use Trigger and Content Warnings: When sharing content that may be disturbing or sensitive (e.g., images of violence, graphic medical details), provide a clear content warning to give users control over what they view.
• Use Readable Fonts and Font Sizes: Choose legible fonts that are easy to read on screens. Avoid overly decorative fonts, as they can be difficult to decipher, especially on smaller devices.
• Avoid Non-Standard Fonts: Avoid using non-standard, 3rd party fonts in social media profiles, bios, captions, and usernames, as these fonts are incompatible with screen readers. Using standard, platform-native fonts ensures readability and inclusivity for all audiences.

Social Media Accessibility Checklist for Brands

Here’s a quick checklist to ensure accessibility for social media content:

• Alt text for all images
• Captions on all videos
• Transcripts for audio content
• CamelCase for hashtags
• High-contrast text and backgrounds
• Minimal and thoughtful use of emojis
• Clear content warnings for sensitive material
• Meaningful, descriptive link text
• Legible and appropriately sized fonts
• Thoughtful use of GIFs and animations

Tips and Tricks for Improving Social Media Accessibility

Improving accessibility doesn’t have to be time-consuming. Here are some quick tips for enhancing your brand’s inclusivity on social media:

• Add Image Descriptions in Captions: Sometimes, adding more detail in captions can enhance understanding.
• Use All-Caps for Acronyms: This helps screen readers pronounce acronyms correctly.
• Limit Text in Images: Text-heavy images can be hard for screen readers, so add any essential text to the caption.
• Test with Assistive Tools: Regularly check your content using screen readers and other assistive tools.
• Utilize Platform-Specific Features: Each social media platform has unique accessibility features—learn them and use them consistently.
• Create Accessible PDFs: For shared documents, ensure accessibility with tagged headings and descriptions.
• Provide Multiple Contact Options: Offer text-based options like email or chat for users who need alternatives.
• Use Descriptive Link Text: Instead of “click here,” try descriptive phrases like “Learn more about our accessibility practices.”
• Pair Colors with Text or Symbols: Color alone can be challenging for some users, so reinforce information with additional text or symbols.
• Stay Up-to-Date: Accessibility is always evolving, so keep up with best practices to ensure your efforts remain effective.

Gretchen Oestreicher , 19 November 2024