Why Social Media Accessibility Matters (And How to Do It Right)?

Social media accessibility matters because it ensures everyone, including people with disabilities, can easily access, understand, and engage with content, making platforms more inclusive, improving user experience, expanding audience reach, and strengthening brand trust and credibility.

Think about the last time you scrolled through your social media feed. Did you watch a video without sound? Did you struggle to read text on a bright background? If so, you’ve experienced firsthand why accessibility matters and you’re not alone.

Today, social media isn’t just a place to share vacation photos or catch up with friends. It’s where we build communities, discover brands, and stay connected to the world. But here’s the thing: when we don’t design our social content with accessibility in mind, we’re leaving millions of people behind and missing out on enormous opportunities to grow our reach and impact.

What Is Social Media Accessibility?

Social media accessibility is about creating content that everyone can enjoy and engage with, regardless of their abilities or circumstances. It means designing posts, videos, and images that work well for people using screen readers, those who can’t hear audio, individuals with vision impairments, and anyone who might be navigating social media in less-than-ideal conditions.

Think of it this way: accessibility isn’t about creating separate content for people with disabilities. It’s about making your existing content work better for everyone.

Also Read, Why the Social Media Ethics is Important in Marketing

Why Should You Care About Social Media Accessibility?

You’re Missing Out on a Massive Audience

Here’s a stat that might surprise you: according to the Centers for Disease Control and Prevention, one in four American adults lives with a disability. Globally, that number reaches 1.3 billion people. When you create inaccessible content, you’re potentially excluding 25% of your audience.

But wait, there’s more. Studies show that up to 75% of people watch videos on their phones with the sound off. And around 80% of people who use captions don’t have a hearing disability. These numbers tell us that accessibility features benefit way more people than we might initially think.

It Strengthens Your Brand

Today’s consumers care about values. When you demonstrate a commitment to inclusivity through accessible social media, you’re not just checking a compliance box, you’re building trust and loyalty. Brands like Dove have built powerful reputations by consistently showing they care about representation and accessibility across all their campaigns.

It Expands Your Reach

Think about the business case here. People with disabilities control $490 billion in disposable income annually in the United States alone. Plus, when you create accessible content, you’re also reaching their friends, family members, and anyone who appreciates more user-friendly experiences. More accessible content means more engaged communities and better business outcomes.

It Keeps You Legally Compliant

Let’s talk about the legal side for a moment. Laws like the Americans with Disabilities Act (ADA) in the U.S., the Accessibility for Ontarians with Disabilities Act (AODA) in Canada, and the European Accessibility Act are increasingly requiring digital content including social media to be accessible. By prioritizing accessibility now, you’re protecting yourself from potential legal risks down the road.

Common Accessibility Barriers on Social Media

Before we dive into solutions, let’s understand what barriers we’re working to remove:

• Videos Without Captions or Transcripts For people who are deaf or hard of hearing, videos without captions are essentially useless. But remember, captions also help people in noisy coffee shops, quiet libraries, or anyone scrolling during their commute.

• Images Without Alt Text Screen readers can’t “see” images, so without alternative text descriptions, users who are blind or have low vision miss out on visual content entirely.

• Poor Color Contrast Low contrast between text and backgrounds makes content difficult to read for people with vision impairments, color blindness, or anyone viewing content on a bright screen outdoors.

• Complicated Navigation and Time Limits Features like disappearing stories or complex interactive elements can create challenges for people using assistive technologies or who need extra time to process information.

• Emoji Overload While emojis add personality, screen readers announce each one individually. Imagine hearing “burger emoji, burger emoji, burger emoji” before getting to the actual message. Not ideal, right?

How To Make Your Social Media Accessible: A Step-by-Step Guide

Now for the good stuffl et’s talk about how to actually create accessible social media content. Don’t worry, it’s easier than you might think.

Step 1: Master Alt Text for Images

Alt text is your first and most important tool. It’s a brief description of an image that screen readers use to convey visual information to users.

How to Add Alt Text:

• On Instagram: Use “Advanced Settings” when posting

• On X (Twitter): Click “Add description” when uploading images.

• On Facebook: Look for “Edit alt text” in your image options

• On LinkedIn: Select “Add alt text” during the upload process

Writing Effective Alt Text:

• Keep it concise but descriptive (aim for one to two sentences)

• Describe what’s important about the image, not just what’s in it

• Skip phrases like “image of” or “picture of” screen readers already announce it’s an image.

• Include context that helps tell your story

Example: Instead of “Image of a person,” try “A person hiking up a mountain trail at sunset, wearing a red backpack and looking toward the valley below.”

Step 2: Add Captions and Transcripts to Videos

Captions aren’t optional, they’re essential. And we’re not talking about auto-generated captions that miss half the words and create unintentional comedy (although sometimes entertaining, they’re not helpful).

Best Practices for Captions:

• Create your own captions rather than relying solely on auto-generation

• Include descriptions of important sounds, not just dialogue

• Use clear, readable fonts with good contrast

• Place captions where they won’t cover important visual elements

Where to Add Captions: Most platforms like Instagram, TikTok, YouTube, and Facebook offer built-in captioning tools. Take the time to review and edit them for accuracy.

Step 3: Make Your Text Screen Reader-Friendly

Screen readers are software programs that convert text to speech for people with visual impairments. Here’s how to make your text work well with them:

Do:

• Use clear, straightforward language.

• Write hashtags in CamelCase: #SocialMediaAccessibility (not #socialmediaaccessibility).

• Place hashtags at the end of your post.

• Keep sentences and paragraphs short.

Don’t:

• Use all caps (IT MAKES CONTENT HARDER TO READ).

• Use custom fonts or text generators they often break screen readers.

• Embed hashtags in the middle of sentences.

• Replace letters with special characters or asterisks.

Step 4: Use Emojis Thoughtfully

Emojis add personality and emotion to your posts, but use them strategically:

The Rules:

• Place emojis at the end of sentences or paragraphs.

• Don’t use emojis as bullet points.

• Limit yourself to three emojis per post.

• Never repeat the same emoji more than three times in a row.

Remember: Screen readers announce each emoji by its description. “Taco emoji taco emoji taco emoji” gets old fast.

Step 5: Ensure Proper Color Contrast

Color contrast matters more than you might think. Aim for high contrast between text and backgrounds to ensure readability.

Quick Checks:

• Test your color combinations using online contrast checkers.

• Use dark text on light backgrounds (or vice versa).

• Avoid placing text over busy background images.

• Be mindful of color combinations that are difficult for people with color blindness

Step 6: Make Your Images Inclusive

The images you share send a powerful message about your values. Make sure they reflect diversity and inclusion:

Representation Matters:

• Feature people of different races, ages, body types, and abilities.

• Show authentic moments rather than stereotypical representations.

• Partner with creators and agencies that share your commitment to inclusivity.

• Make this an ongoing practice, not a one-time campaign

Brands like Dove have built tremendous loyalty by consistently prioritizing inclusivity in their visual content. Their campaigns challenging hair discrimination and celebrating diverse beauty standards resonate because they’re authentic and sustained.

Step 7: Create a Pre-Publishing Accessibility Checklist

Before you hit “post,” run through this quick checklist:

• Does every image have meaningful alt text?

• Do all videos have accurate captions?

• Are hashtags written in CamelCase and placed at the end?

• Is color contrast sufficient for readability?

• Have you used emojis sparingly and appropriately?

• Is your text clear and screen reader-friendly?

• If posting links, is the link text descriptive?

Step 8: Test Your Content with Assistive Technology

Want to truly understand your content’s accessibility? Try these exercises:

• Use a Screen Reader: Enable VoiceOver (Mac/iOS) or NVDA (Windows) and listen to how your content sounds. Does it make sense? Is anything confusing or repetitive?

• Watch Videos Without Sound: Can you still understand what’s happening? Are the captions accurate and complete?

• View Content in Black and White: This helps you check if color alone is conveying important information (it shouldn’t be).

Platform-Specific Accessibility Features

Different social media platforms offer different accessibility tools. Here’s what you need to know:

Instagram:

• Built-in alt text options.

• Auto-captioning for Reels (but always review for accuracy).

• Story text readability features.

YouTube:

• Robust captioning tools.

• Support for multiple language captions.

• Automatic caption generation (with editing capabilities).

Facebook:

• Alt text for images.

• Automatic video captioning.

• Accessibility settings for users

X (Twitter):

• Image description feature.

• Alt text supported for up to four images.

• GIF labels for animated content.

LinkedIn:

• Alt text options for images.

• Video captions supported.

• Document accessibility features

Real-World Examples of Accessible Social Media Done Right

• Wendy’s: While known for their witty social media presence, Wendy’s has learned to balance creativity with accessibility by being mindful of emoji placement and ensuring their jokes are screen reader-friendly.

• Gucci: The luxury brand enhanced its social media accessibility by adding alt text to every Instagram and X post, cementing its image as an inclusive, diverse brand.

• Netflix: Offers comprehensive closed captions and audio descriptions, setting a standard for accessible video content.

Common Mistakes to Avoid

Even with the best intentions, it’s easy to make accessibility mistakes. Here are the most common ones:

• Overusing Emojis in Text: Don’t create entire messages out of emojis. Screen readers will announce each one individually, making your content time-consuming and frustrating to consume.

• ASCII Art: Those cute pictures made from punctuation marks? Screen readers read every single character. Skip them.

• Vague Alt Text: “Image” or “Photo” doesn’t help anyone. Be specific and descriptive.

• Ignoring Auto-Caption Accuracy: Auto-generated captions are a starting point, not a finish line. Always review and edit them.

• Forgetting About Audio Content: Podcasts and audio posts need transcripts too.

Maintaining Consistency Across Platforms

Your audience expects accessibility across all your social media channels. Don’t make some platforms accessible and ignore others. Here’s how to stay consistent:

• Create Templates: Develop post templates that include accessibility features by default.

• Train Your Team: Ensure everyone creating social content understands accessibility basics.

• Use Tools: Leverage social media management tools that support accessibility features.

• Audit Regularly: Review your content across platforms quarterly to ensure consistency.

• Stay Updated: Social media platforms regularly update their accessibility features keep learning.​

The Business Benefits of Accessibility

Let’s talk ROI. Investing in social media accessibility isn’t just the right thing to do, it’s smart business:

• Increased Engagement: Accessible content gets more views, shares, and interactions because it reaches more people.

• Better SEO: Alt text and captions help search engines understand and index your content, improving discoverability.

• Stronger Brand Loyalty: Consumers support brands that align with their values, and inclusivity is a value that matters.

• Reduced Legal Risk: Proactive accessibility helps you avoid costly lawsuits and compliance issues.

• Competitive Advantage: While many brands still overlook accessibility, making it a priority sets you apart.

Moving Forward: Making Accessibility Part of Your Process

The key to sustainable social media accessibility isn’t treating it as an add-on—it’s building it into your content creation process from the start.

• Start Small: You don’t have to implement everything at once. Begin with alt text and captions, then gradually incorporate other best practices.

• Learn and Adapt: Technology and standards evolve. Stay informed about new accessibility features and guidelines.

• Listen to Feedback: When users point out accessibility issues, thank them and make improvements. Their insights are invaluable.

• Celebrate Progress: Recognize and share your accessibility wins with your team and audience. It reinforces commitment and inspires others.

Your Next Steps

Ready to make your social media more accessible? Here’s your action plan:

• Audit Your Recent Posts: Look at your last 10 posts. How many have alt text? Accurate captions? Screen reader-friendly formatting?

• Set Up Accessibility Templates: Create templates for different post types that include accessibility features by default.

• Educate Your Team: Share this guide with everyone who creates or posts social content for your organization.

• Test Your Content: Use screen readers and other assistive technologies to experience your content from different perspectives.

• Make It Ongoing: Schedule regular accessibility audits and make improvements part of your routine.

The Bottom Line

Social media accessibility isn’t complicated, expensive, or time-consuming, it’s simply about being thoughtful and intentional with how you create content. Every alt text you write, every caption you add, and every design choice you make with contrast in mind helps create a more inclusive digital world.

And here’s the beautiful thing: when you make your content accessible, everyone benefits. Your messages reach further, your community becomes more engaged, and your brand stands out as one that truly cares about all its audience members.

So start today. Add alt text to your next image. Review those auto-generated captions. Write hashtags in CamelCase. Small changes add up to big impact. Because at the end of the day, social media is about connection and everyone deserves to be part of the conversation.

At SocialCanvas by Webworks Co., accessibility is treated as a standard, not a feature. Content is planned, designed, and reviewed with real users in mind not just brand guidelines. When accessibility is built into strategy and workflow from day one, teams move faster, content performs better, and nothing feels forced.