Social Media and Accessibility: What Does it Mean for Brands?

For modern brands, social media is an invaluable tool for building communities, generating leads, and boosting visibility. But, when social content is inaccessible, brands risk missing out on a substantial segment of their potential audience—the 1.3 billion people globally who live with disabilities. Accessibility barriers limit the reach and impact of content, representing missed business opportunities, and may even introduce legal risks. So, what does accessibility mean in social media posts, and how can brands create engaging social content for everyone, including people with disabilities?

In this blog, we’ll explain the importance of building accessibility into your social media posts. We’ll also provide practical tips on how to craft inclusive social media content.

Why does accessibility matter on social media?

Accessibility on social media isn’t just a nice-to-have—it’s essential for making digital spaces inclusive. Today, social media is the primary way many people connect, access news, and expand their networks. Yet, accessibility barriers—from images lacking alt text to videos without captions—are common in social content, leaving many users with disabilities out of important conversations and communities. By developing social content with accessibility in mind, brands can help foster online spaces that everyone can fully participate in.

There’s also a business case for social media accessibility. With the number of social media users globally growing from 4.72 billion in January 2023 to 5.04 billion in January 2024—an 8% increase that reflects more than 320 million new users—the opportunities social channels present for brands to expand their reach are greater than ever. Prioritizing accessibility is key to tapping into the full potential of these channels, enabling brands to engage all users, regardless of disability.

Finally, for many organizations, social media accessibility is a compliance imperative. Many laws, including Title II of the Americans with Disabilities Act (ADA) in the U.S. and the Accessibility for Ontarians with Disabilities Act (AODA) in Canada, require that social content is accessible. This means that inaccessible social posts could leave organizations vulnerable to regulatory risks.

We’ll explore the business and legal advantages of social media accessibility in more depth in the following section.

What are the benefits of accessible social media content?

As we’ve established, making social content accessible isn’t just the right thing to do—it’s smart business. Ensuring accessibility on social media is an investment that strengthens your brand and connects you with audiences on a deeper level. Here are some of the benefits that social media accessibility can provide businesses:

• It boosts your brand: Social media plays a vital role in brand-building and reputation management. A brand’s approach to social media can make—or break—its image. Brands that ensure their social content is accessible demonstrate a commitment to inclusivity and social responsibility—values that resonate with today’s consumers. This enhances a brand’s reputation, helping build trust and loyalty.

• It can expand your audience: Social media is a powerful platform for reaching and engaging with a wider audience. By making social media content accessible, brands can better connect with the large community of people with disabilities, who collectively control $490 billion in disposable income annually in the U.S. alone. Accessible social content doesn’t just reach individuals with disabilities; it also appeals to their friends, family, and anyone who appreciates more user-friendly experiences. When organizations integrate accessibility best practices into their social media strategies, they can build larger and more engaged communities.

• It reduces legal risks: Ensuring your social media content is accessible is key to compliance with certain digital accessibility laws. For example, the AODA requires most public and private sector organizations in Ontario to make all digital content—including social media posts—accessible. In the U.S., state and local government organizations must validate that all new social media content is accessible to comply with a recent rule under Title II of the ADA—and experts anticipate that similar rulemaking under Title III, which covers private businesses, may be on the horizon. By proactively prioritizing accessibility on social media, you can meet your existing compliance obligations and stay ahead of potential regulatory changes.

Five tips for making social media accessible

Integrating accessibility into social media posts is a best practice for modern marketing teams, ultimately making content more engaging for all users—not just those with disabilities.

Although meeting every user’s needs is an ongoing process, small adjustments can make an immediate impact. So, how can you get started? Here are five practical tips for creating accessible social media content:

1. Add alt text to images

Alt text provides brief textual descriptions of visual content. It’s essential for people using screen readers, and also benefits those with poor internet connections or who disable images.

Most major social platforms make it relatively simple to input alt text. For instance, on Instagram, you can use the “Advanced Settings” option to add alt text.

Additionally, on X, you can incorporate alt text by clicking “Add description” and then “Edit image description” when uploading an image.

 

To be effective, alt text should capture essential information in an image without unnecessary detail or redundant phrases, like “image of” or “photo of.” For example, meaningful alt text for Instagram posts that include photos from a camping trip might be, “a person hiking up a mountain trail at sunset” or “four friends laughing around a campfire in a forest as the sun sets.”

2. Provide captions for videos

Captions make video content accessible for users who are deaf or hard-of-hearing. They’re also useful for people who may be watching in noisy or quiet environments. In fact, 75% of social media scrollers watch videos with the sound off, so captions ensure your message isn’t missed. On platforms like Instagram and TikTok, it’s recommended to add your own closed captions directly to your videos rather than relying on auto-captioning features, which are often incomplete or inaccurate. By creating your own captions, you can include descriptions of all important sounds—not just dialogue—thereby providing a more equitable experience.

3. Ensure compatibility with screen readers

Many people with visual disabilities use screen readers, which convert text into audio, to navigate digital content—including social media. It’s essential to craft social content with these users in mind. On X, for example, use clear and descriptive hashtags, but avoid overloading posts with emojis as screen readers will read out each emoji individually, disrupting the flow for users. For hashtags, use CamelCase (capitalize the first letter of each word) to improve readability. For example, instead of ‘#digitalaccessibility’, write ‘#DigitalAccessibility’. CamelCase not only helps screen reader users understand each word distinctly but also enhances readability for anyone quickly scanning social content.

4. Maintain high color contrast

Ensure there’s enough contrast between text and its background that the text can be easily read by users, including those with color blindness or low vision. This is especially important when creating visual content, like videos with text overlays and graphics for static posts on LinkedIn and Instagram. For example, when designing an Instagram Story or a graphic for a LinkedIn post, use high-contrast color combinations for text and background elements to make sure your content is readable, even on bright or reflective screens. By maintaining high color contrast in your visual content, you enhance accessibility and ensure your message reaches a wider audience.

5. Use emojis sparingly

Emojis can enhance your posts by adding personality and visual appeal, but it’s important to use them thoughtfully to maintain accessibility. Screen reader users hear descriptions of each emoji, which can disrupt the reading experience if overused or misplaced. To ensure your content remains inclusive, avoid using emojis as bullet points or as substitutes for text. Place them at the end of sentences or captions to minimize interruptions and ensure your message is clear without relying solely on emoji imagery.

Social media accessibility for equitable online experiences

Social media accessibility is vital for reaching all audiences, enhancing user experiences, and meeting compliance standards—but it’s just one piece of the puzzle.

To provide equitable brand experiences and comply with legal requirements, it’s essential to ensure all digital touchpoints representing your brand are accessible.

By partnering with a trusted digital accessibility provider like Level Access, you can identify and fix accessibility barriers across your websites, mobile apps, digital documents, and social media posts. We help you seamlessly integrate accessibility into your digital content creation process, ensuring that all users can engage with your brand.

Ready to start building digital experiences that everyone can access and enjoy? Contact Level Access to learn more about our comprehensive approach to digital accessibility and compliance.

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FAQ

How do you make social media ADA compliant?

To make social media content compliant with the Americans with Disabilities Act (ADA), organizations should ensure posts are accessible to individuals with disabilities. Both Title II and Title III have implications for digital accessibility: Title II applies to U.S. state and local government entities and requires that digital content—including social media—conform with Web Content Accessibility Guidelines (WCAG) standards. Title III applies to businesses open to the public and mandates accessibility for people with disabilities, referencing WCAG as the benchmark for ADA compliance. Regularly checking all your digital content for accessibility barriers prior to posting on social media will help ensure your content is ADA compliant.

What is the difference between usability and accessibility in social media?

In social media, usability focuses on making content intuitive and easy for all users to navigate, while accessibility ensures that people with disabilities can engage fully by addressing specific requirements like screen reader compatibility and alternative text for images. Both are essential for creating an inclusive online experience, but accessibility directly targets barriers faced by users with disabilities.

What is Instagram accessibility?

Instagram accessibility refers to specific considerations that make the platform usable for everyone, such as screen reader compatibility, alt text for images, video captions, high-contrast colors, and options for simplified navigation. These practices aim to create an inclusive experience, allowing users with disabilities to engage fully with Instagram’s content.

Does Reddit have accessibility functionality?

Yes, Reddit provides accessibility functionality to support users with disabilities and strives to make the platform more inclusive. While improvements are ongoing and the level of accessibility may vary, the platform is committed to improving the accessibility of Reddit for its diverse audience.