How to make your online content accessible

Crescent Digital Marketing
Apr 24
3 min read

An over-the-shoulder shot of a woman with short blonde hair sitting at a desk, working on a laptop

In today's digital landscape, social media has become an essential platform for communication, marketing, and community building. However, not everyone experiences these platforms in the same way. Approximately 16 million people* in the UK live with a disability, many of whom encounter barriers when trying to engage with social media content.

Creating accessible social media and website content isn't just the right thing to do - it's actually a brilliant way to expand your reach and ensure your message resonates with everyone. I'm going to discuss the practical steps you can take to make your online content more inclusive, without sacrificing any of the creativity or engagement which makes social platforms in particular, so powerful.

1) Plain Language Is Your Friend

Complex jargon and overly formal language can exclude many readers, including those with cognitive disabilities and non-native speakers.

What can you do?

Write in clear, straightforward sentences
Define necessary technical terms
Break up long paragraphs
Use an active voice where possible

2) Use a Consistent Format for Readability

The structure of your text matters as much as the content itself.

Make sure you:

Use proper headings and subheadings (not just larger or bold text)
Create bulleted or numbered lists for easy scanning
Keep paragraphs short and focused
Use sufficient spacing between lines and paragraphs
Choose readable fonts (sans-serif fonts like Arial or Calibri work well)

3) Utilise your Alt Text

Alternative text (alt text) describes images for people using screen readers or when images fail to load.

How to write effective alt text:

Be concise but descriptive (aim for 125 characters or fewer)
Include key information conveyed by the image
Don't start with "Image of..." or "Picture of..." (screen readers already announce this)
For decorative images, use empty alt text (alt="") so screen readers skip them

An example of poor alt text: "Meme"

An example of better alt text: "Confused cat looking at complex maths equations floating around its head"

4) How to use Infographics and Data Visualisations

These can be particularly challenging for accessibility.

The best solutions for this:

Provide the same information in an alternative format (text summary, table)
Use high contrast colours
Keep designs clean and uncluttered
Avoid displaying information through colour alone
Consider creating an accessible long-description for complex visuals

5) Captions and Subtitles on Videos

Captions on videos benefit not only deaf or hard-of-hearing users but also those watching without sound (which is about 85% of Facebook users**!).

Remember to:

Include accurate, synchronised captions
Position captions so they don't obscure important visual elements
Consider providing a transcript for longer videos
Use auto-captions as a starting point, but always edit for accuracy

6) Audio Description on Videos

For videos where visual elements are crucial to understanding the content, consider adding audio descriptions.

Make sure you include:

Descriptions of important visual actions, settings, and on-screen text
Information about who is speaking if it is not obvious from the dialogue
Key non-verbal interactions

7) Make Your Hashtags Readable

The CamelCase technique:

Capitalise the first letter of each word
Example: #SocialMediaTips instead of #socialmediatips

This makes hashtags much easier to read for everyone, especially screen reader users and those with cognitive disabilities. It also helps avoid awkward situations when the hashtag can be read in different ways! (The viral hashtag '#susanalbumparty' was meant to be '#SusanAlbumParty' NOT what you were thinking!)

8) Be Considerate when using Emojis

Emojis add personality but can create accessibility issues.

Ensure you:

Use emojis sparingly and purposefully
Don't substitute words with emojis in important information
Avoid using multiple similar emojis in sequence (screen readers will read each one)
Consider placing emojis at the end of content rather than throughout

Making your online content accessible isn't about ticking boxes - it's about connecting with your entire audience, as well as your potential audience. The small changes outlined above can make an enormous difference to many users, and often improve the experience for everyone.

Make sure you test your accessibility by viewing your content with the high contrast mode enabled, or experiment with navigating your content using only a keyboard. If you can, try using a screen reader to see just how your content sounds.

Remember that accessibility is a journey, not a destination. You don't need to implement every single suggestion at once, and it will need to be done continually as you produce more online content. Start with the basics, learn as you go, and consistently improve your approach.

By creating more accessible social media content, you're not just being inclusive - you're being a better communicator overall. And in the fast-paced, ever-changing world of social media, clear communication is everything.

So, what steps are you going to take to make your social media more accessible? Or what other action can be taken to improve your online accessibility? Let me know your thoughts!