12 steps to creating (more) accessible social media content

Instead of the usual 12 Days of Christmas, this festive season, I’m sharing 12 steps to make your social media more accessible.

Social media tends gets overlooked when we talk about digital accessibility, as most of the focus is often to be on websites. But here’s the thing...social platforms are still covered legal requirements like the European Accessibility Act (EAA) and standards like the Web Content Accessibility Guidelines (WCAG). That means the content you post matters just as much as your website when it comes to inclusion.

Accessibility is about making sure everyone can engage with your content. A few small changes can make a big difference for people using screen readers, captions, or other assistive technology. And honestly, most of these tips are really easy to implement and turn into good social media habits.

1. Always include alt text

Alt text is a short description added to images so screen readers can describe them to visually impaired users. With alt text, it’s best to:

Keep it brief and relevant. Focus on the purpose of the image, not every detail.

Example: “Team celebrating with balloons” rather than “Five people in an office holding blue and white balloons.”

Most platforms like Instagram, LinkedIn, and Bluesky allow you to add alt text when uploading images, make it a habit.

2. Image descriptions

Image descriptions go in the post caption and can be longer than alt text. They provide extra context for everyone, not just screen reader users.

Example: “Our team celebrating the launch with cake and balloons in the office.”
This helps users who can’t see the image clearly or who skim captions for context.

3. Stick to one or two emojis per post

Emojis are fun, I get it. They add character and make a post feel more emotive. But emojis can cause unnecessary chattiness for screen readers. Adding emojis throughout your post and not just at the end is also a nuisance for screen reader users. If you are adding emojis, refrain from using any more than two, and add them at the end of your post to prevent any jolting, annoying interruptions for screen reader users.

4. Audio led content and voice overs

A lot of videos people post often have a voice over component; this is super useful to help follow and access content. But there are a couple of things to be conscious of:

Be descriptive: Instead of “Look at this,” say “Look at the blue banner behind me.”

Avoid relying on visual cues alone. Instead, add context for those who can’t see the screen.

If you’re filming while doing an activity, narrate what’s happening so everyone can follow along.

5. Use #camelCase or #PascalCase

Capitalising words in your hashtags makes them easier for screen readers to interpret. Without capitalisation, screen readers will read hashtags as one long, jumbled word.

Camel Case starts with a lowercase letter and then capitalises each new word: #camelCaseExample

Pascal Case capitalises the first letter of every word, including the first: #PascalCaseExample.

For hashtags, PascalCase is best because it’s clearer and more common on social media. Screen readers will read #SocialMediaTips as “Social media tips,” but #socialmediatips will sound like one confusing word.

If your hashtag includes acronyms, think about how they’ll be read aloud. For example, #WCAGGuidelines might sound unclear, so consider spelling out words instead for more clarity.

6. Open and Closed captions

Open captions, also known as burnt in captions are captions that are edited onto the video and cannot be removed or switched off.

Closed captions are captions that can be switched on or off.

Closed captions often provide a bit more context, for example, background noises and non-spoken word sounds such as laughter.

Most devices have caption preferences in settings, so you can switch captions on. When a device detects video with closed captions available, they should automatically turn on. Some devices even have settings where you can alter the size, colour and position of these captions.

What does this mean?  

When you post a video with audible content, captions will appear so user can access content better. If you have burnt in captions these captions appear on top. This is chaotic and not ideal. I personally switch my captions off to try to deal with burnt in captions but if they are not accessible, I will not watch. 

The captions that switch on are usually automatically generated but the poster has ability to edit and correct before posting. It’s obvious to users who rely on captions to detect if the captions have been manually checked or not. It is recommended you check and edit captions before posting, as often automatic captions may contain errors that affect understanding of the content. 

IF you must burn captions to share on various platforms (and it’s understandable why people do) please consider the type of captions you add. 

• avoid ‘one word per second’ fancy, jumping captions 

• avoid captions that highlight words being spoken in bright colours 

• avoid jolting transitions 

• ensure your captions are clean, highly contrasted text that does not obscure visual content seen in video 

• Ensure you provide a transcript for all videos 

Users who do not like burnt in captions (either due to cognitive or visual impairments) may resort to a transcript where they should get both the visual and audio information they need.7.

7. Transcripts

Not everyone wants to or can access video content. Assistive tools simply cannot access multimedia and sometimes video content contains flashing. Someone with a shorter attention span may also prefer to skim through a transcript. A transcript is a written version of a video. Aim to include useful context (speaker changes, any useful context that’s relevant to content) as well as a script.

8. Avoid flashing or blinking GIFs 

A wide variety of GIFs are available across all platforms, and a lot are fun, and often comical and expressive. We don’t ask you not to use them but do consider the type you share. Ones with text in, or with flashing or blinking can cause discomfort for many. Consider using ones that are less erratic but still fun...a sense of humour is never a bad thing!

9. Consider colour contrast

Colour contrast is something that benefits most people, whether you wear glasses, are low vision or perhaps dyslexic. When posting on stories and choosing text and background colour, consider a higher contrast to ensure everyone can read your content.

10. Bear in mind that screen readers cannot access ‘Stories’ on Instagram or Facebook (yet!?) 

Currently, Instagram and Facebook Stories aren’t accessible to screen readers. 

If you share important updates in Stories, also post them in a regular post so everyone can access the info.

11. Talking videos: consider lighting and background noise

Good lighting not only ensures a great selfie but is also better access for those reading your lips or facial expressions. Background noise cannot always be avoided, especially when sharing content when out and about, but consider a microphone (whether you’re holding the camera or you are talking to someone in the video) when speaking to ensure clearer speech.

12. Last but not least...use it!

SO many disabled content creators spend a LOT of their time sharing their life and experiences. Some even get paid to do so, so switch up your algorithm by following, sharing and engaging with content created by people that have a variety of experiences. You will learn so much more about people, disabilities and accessibility doing this, more than anything else. It’s a huge free learning resource...take advantage of it.