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How to make social content accessible
16 Oct 2024by Mary Wessel
We explore how charities can improve the accessibility of their social media content
For charities in the UK it is against the law to ‘discriminate against anyone because of a protected characteristic’. But alongside that, making your social content accessible is an all-round win. It will help get your message across to the widest possible audience – including millions of people with disabilities, those with English as an additional language, and people with learning difficulties.
There are lots of cost-effective and free ways to make your social content more accessible. Many charities have great information on how to do this, including RNIB, Sense, and AbilityNet. Here are some ideas to get you started.
Include image descriptions
Add ‘Alt Text’ to images. Just write what you see and keep it simple. Check to make sure your description explains the meaning of your image. For example, ‘a graph’ won’t mean much, but ‘a graph showing that 10% of the UK population are dyslexic’ will.
You can also include an image description in the main post, in case there are issues with different screen readers picking it up.
Some platforms, including Facebook and Instagram, have an image description feature. However, it’s better to write your own descriptions than rely on the automatic ones.
Use camelcase for hashtags
Capitalise the first letter of each word of your hashtag. For example, #BlackLivesMatter or #MeToo. This will make easier for screen readers to process, and also makes it clearer to read for people with or without disabilities.
Be clear and concise
Writing clearly and concisely is obviously important when using social media platforms where space is precious. But using short sentences and jargon-free plain English is also important for screen reading software and can help users who have a learning difficulty or English as an additional language.
Use inclusive language
The English language is peppered with ableist language which is harmful and reinforces stereotypes – for example, ‘turning a blind eye’ or calling something ‘dumb’.
Avoid using any ableist or otherwise exclusive language. To do this, style guides such as the Progressive Style Guide put together by the SumofUs can be very helpful, particularly the lists of terms to use and terms to avoid.
Also use gender-neutral pronouns and terms. LinkedIn and Instagram now allow users to add pronouns, so when communicating with users you can easily use the pronoun they prefer.
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Choose accessible fonts
Around 1 in 30 people in the UK are blind or partially-sighted, so it’s important to use accessible fonts. Some elaborate fonts can’t be read by screen readers, so go for the most accessible.
According to Recite Me, these include Arial, Calibri, and Helvetica. They also recommend making sure there is a good contrast between font colour and background, as well as making sure your font is at least 12 points.
Use captions
Make sure any videos are captioned. As well as making the content accessible for people who are deaf or have difficulty processing auditory information, it will also make it accessible for people viewing with the sound off and be helpful for those with English as an additional language.
You might try using an app like Clipomatic which allows you to create videos and turns everything you say into live captions – particularly helpful if you’re creating video content for Instagram.
Keep emojis to a minimum
Screen readers read emojis out loud. So using a string of them or interspersing your copy with them can be irritating, if not down right confusing. Use them at the end of a sentence, if you must, and if possible, check them through a screen reader to be sure your message is clear.
Use inclusive imagery
Without being tokenistic, use images that represent a wide range of people. Also be aware of using stereotypical imagery, such as a pair of frail hands to represent older people.
Try The Centre for Ageing Better’s free picture library of positive and realistic images of older people and age-positive icons.
Include trigger warnings
We have little control over what pops up in our feed but can choose what we click on. Trigger warnings can help users make appropriate decisions when it comes to potentially upsetting content.
For example, if your charity’s content relates to domestic violence or abuse, you can include the words ‘Trigger Warning: domestic violence and abuse’ at the start of a post, so that people can choose to scroll on.
You could also consider a trigger warning for flashing content (anything that flashes more than three times in a second) as it can be dangerous for people with epilepsy.
Welcome and embrace feedback
It’s always best practice to work with your users when creating content. Ask them to tell you how accessible your content is, listen carefully to their feedback and then make changes if necessary.
Read the Inclusive Marketing Checklist
Click above for more guidance to enhance the experience of your online users
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