Accessibility for social media

Overview

Social media is considered digital content, so it is required to comply with the same accessibility standards as our web content and documents. This means adding alt text to images, captions and transcripts to videos, and writing clear captions and descriptions.

While some platforms are more accessible than others overall, there are always steps we can take to make sure we are posting in the most accessible ways available to us.

One size does not fit all, it is important to tailor your post to the platform it is being posted on. For example, platforms such as TikTok are designed specifically for video format content so avoid posting static images on these platforms – it can be frustrating for all viewers, not just those with impairments.

Best Practices for WCAG compliant social media posts

• Text: Use clear language, CamelCase hashtags (for example #PublicServices), and descriptive link text
• Images: Add alt text for all images and avoid using text in the graphics
• Videos: Provide accurate closed captions and transcripts
• Colour and Contrast: Sufficient contrast is at least 4.5:1
• Avoid using flashing content to prevent seizures
• Limit use of emojis and only place them at the end of posts

Accessible text checklist

All platforms

• Avoid jargon, be clear and descriptive about your subject matter assuming no prior knowledge
• Avoid acronyms unless explained at least once in full form
• Aim for a reading age of up to 12 years
• Use proper punctuation
• Do not rely on colour alone to convey meaning, use bold text for emphasis
• Avoid auto-playing media in posts. If unavoidable, provide controls where possible
• Avoid italics, all caps

Using hashtags

You will often need to write multiple words in hashtags. When you do this please use CamelCase, which is where each word is capitalised. For example #SomersetCouncil instead of #somersetcouncil. This is easier for everyone to read, and also allows assistive technology to read out the hashtags as separate words instead of merging them all together, which can change pronunciation and be very hard to understand.

Writing accessible posts on LinkedIn

The LinkedIn platform allows for long form posting, so it is important to keep in mind the following guidelines:

Descriptive link text

• Always use descriptive link text instead of a full URL
• Avoid using vague link descriptions such as “read more”
• Always be specific about which website and page you are linking to, using proper sentence structure without pipes (e.g. say “Somerset Council Benefits Information page” instead of “Somerset Council | Benefits information”)

Text formatting

• Always keep text left aligned
• Avoid using all caps or italics
• Always use the built-in bullet or number list tool for lists, not icons or numbers

Accessible images checklist

Alt text

Alternative text (alt text) is a brief written description of what the image looks like, that cannot be seen on the post but can be read aloud to the viewer by assistive technology so that they can understand it.

• Alt text should be meaningful and concise
• Avoid starting with “image of…” because assistive technology will say this before it reads out the alt text
• Aim for a maximum of 2 sentences
• Describe what is literally in the image – describe what you see, the description of its purpose should be addressed in the caption or surrounding text.
• For infographics it is often better to mark them as decorative and provide a long description in the caption or surrounding text instead of using long or complex alt text

You can find out more about writing good alt text in our Creating accessible web content – Alt text guide.

Other considerations for images

• Ensure visual hierarchy in graphics by using clear focal points and choosing readable fonts
• Avoid memes with text unless you provide the text in the caption
• Make sure the aspect-ratio and resolution of the image is optimised to the platform it is being posted on so that it is not blurry
• Charts
  • use both colour and texture to distinguish between segments
  • make sure each segment is clearly labelled
  • make sure there is space between each segment
  • list the segment names and their values in the alt text using proper sentence structure
  • describe the meaning of the data in the caption or surrounding text

Accessible videos and multimedia checklist

• Captions must include dialogue, speaker identification, and important sounds (for example “applause”)
• Do not rely on auto-generated captions – they must always be checked for accuracy before posting
• Provide audio descriptions for videos where visuals convey essential info. Approach this in a similar way to writing alt text, using proper sentence structure.
• Avoid flashing content because it is a seizure risk for some viewers.
  • The rule is no more than 3 flashes per second
  • We have gone beyond this rule using absolutely no flashing content on our website – please try where possible  do the same for social media.

Accessible interactive content checklist

Polls, forms, and surveys must have descriptive titles and labels for each field, helpful error messaging and be keyboard accessible. This means someone can fill in the whole thing and submit it without using a mouse.

• Include an introduction before the first field to introduce the purpose of the form
• If the form contains multiple pages state the quantity at the beginning so the customer knows what to expect
• It is helpful to state the estimated expected time to complete the form, especially if it contains multiple pages
• If you are asking for the response to a question to be a full sentence or more be clear about the character limit and any expectations for the content of the response
• Use checkboxes when the customer is allowed to choose more than one answer
• Use radio buttons when the customer is only allowed to choose a single answer
• Make sure any buttons clearly explain what purpose they serve, such as “next page” or “submit form”

Error messaging

• If you have the ability to customise error messages, make sure they say exactly what is wrong and how to fix it
• Do not just use colour to indicate an error message, make sure it is bold as well and is easy to distinguish from the rest of the page
• Do not just use an asterisk to indicate a field is required, say “(required)” at the end of the field title
• If possible ensure the error message is located next to the field where the error occurred, not in a pop-up or at the top or bottom of the screen