How do I make sure my content is accessible?

By Ali English

According to the UK Government Digital Service (GDS), around 1 in 5 people in the UK have a disability, and as of a 2021 review, less than 50% of the public sector websites met basic accessibility standards. This indicates a significant gap in digital accessibility.

 

The Web Content Accessibility Guidelines (WCAG) are essential for accessible marketing. They ensure that digital content is inclusive and usable by everyone, including individuals with disabilities. Adhering to WCAG standards not only helps comply with legal requirements but also broadens the reach of marketing efforts by making content accessible to a wider audience. 

 

We are now dominated by digital interaction, and ensuring that your social media content is accessible to everyone isn't just a legal obligation—it's a strategic advantage. Accessibility in social media means making sure that all users, regardless of their abilities, can engage with your content effectively. For content creators, understanding and implementing accessibility features can broaden your audience, demonstrate corporate responsibility, and align with ethical and legal standards.

 

Why accessibility matters in social media

 

Understanding accessibility

Accessibility in social media is about removing barriers and ensuring that everyone, including those with disabilities, can fully access and participate in online content. This approach promotes inclusivity and expands your potential audience reach. By adopting accessible practices, businesses show that they value all users, which can enhance brand loyalty and trust.

 

Legal obligations

In the UK, the Equality Act 2010 requires organisations to make "reasonable adjustments" for people with disabilities. This includes ensuring that digital content, such as social media posts, is accessible to all. Failure to comply could result in legal challenges, especially if a complaint is lodged with the Equality and Human Rights Commission (EHRC). Therefore, making social media content accessible should be seen as both a legal and business imperative.

 

Best practices for text content

 

Use of plain language

Clear communication is crucial. Plain language helps users with cognitive disabilities and those who speak English as a second language understand your content. Avoid jargon and complex terms, and aim for straightforward expressions that convey your message effectively.

 

Proper use of hashtags

When using hashtags, employ CamelCase to improve readability for screen readers. For example, #SocialMediaAccessibility is easier to read than #socialmediaaccessibility. This small change can make a big difference in ensuring your content is accessible to all users.

 

Text alignment

When considering accessibility in text alignment and using capital letters, bold font, and italic font, it's important to focus on readability and comprehension. These elements can significantly impact how easily users, particularly those with disabilities, can engage with your content.

 

Left-aligned text (recommended):

Left-aligned text is generally the most accessible and readable format. It allows the eyes to return to the same starting point at the beginning of each line, making it easier for users with visual impairments, dyslexia, or cognitive disabilities to follow along.

 

It also works well with screen readers, which typically process text from left to right.

 

Justified text (use with caution):

Justified text aligns both the left and right edges, which can create uneven spacing between words (known as "rivers" of white space). This can be challenging for users with dyslexia or those who rely on screen magnifiers.

 

If you use justified text, be aware of these potential readability issues and ensure the spacing is consistent.

 

Centred and right-aligned text (avoid for large blocks of text):

Centred and right-aligned text can be challenging to read, particularly for users with cognitive disabilities, as the starting point of each line varies.

 

This can slow down reading speed and comprehension.

 

These alignments are generally best reserved for short lines of text, such as headings or captions, rather than body text.

 

Use of capital letters

 

All-caps text (use sparingly):

All-caps text can be harder to read because it lacks the visual cues provided by ascenders and descenders in lowercase letters (e.g., the tails on "g" or "y"). This can slow down reading speed, especially for users with dyslexia.

 

Screen readers may also interpret all-caps as acronyms and spell them out letter by letter, which can be confusing if the text is not an acronym.

 

Use all-caps sparingly, perhaps only for short headings or emphasis, and avoid it in body text or longer passages.

 

Bold font

 

Effective for emphasis:

Bold text is an excellent way to highlight important information without compromising readability. It creates a strong visual contrast with regular text, making it easier to distinguish key points.

 

However, overusing bold text can reduce its effectiveness and make the page look cluttered, so it's best used selectively for emphasis rather than as a primary style.

 

Italic font

 

Use with caution:

Italicised text can be challenging to read, particularly for users with visual impairments or dyslexia, because the slanted letters can blur together and reduce legibility.

 

Screen readers typically handle italicised text well, but the readability issues on the screen mean italics should be used sparingly—perhaps for citations, short phrases, or emphasising specific words rather than for long passages of text.

 

Visual content accessibility

 

Alt text for images

Providing descriptive alt text for images is essential. Alt text allows screen readers to convey the meaning and content of an image to visually impaired users. This practice helps ensure that everyone can engage with your visual content, regardless of their visual ability.

 

Avoiding text in images

When text is embedded in images, it may not be readable by screen readers. It's better to include essential information in the post's main text. If text in images is unavoidable, make sure the same information is available elsewhere in the post.

 

Video and audio content

 

Captions and subtitles

Captions are crucial for making video content accessible to deaf or hard-of-hearing users. They also help users who are watching in noisy environments or without sound. Always ensure your videos have accurate and synchronised captions.

 

Transcripts

Providing transcripts for audio content, like podcasts, makes the material accessible to those with hearing impairments or learning disabilities. Transcripts also improve SEO, as they provide text content for search engines to index.

 

Audio descriptions

Consider including audio descriptions for videos with significant visual elements. These narrate visual details and enhance the viewing experience for those with visual impairments, allowing them to follow along with the content.

 

Colour and contrast considerations

 

High contrast

Using high contrast between text and background enhances readability, especially for users with visual impairments like colour blindness. Ensure your colour choices make text easy to read under various lighting conditions. For example, light grey or light blue on white and yellow on white are not accessible colour combinations.

 

If layering text over an image, ensure the text has a solid background or a text shadow to maintain high contrast.

 

Colour blindness

Avoid relying solely on colour to convey information, as this can exclude users with colour vision deficiencies. Use patterns or labels to provide additional cues, ensuring your message is clear for everyone.

 

Colour blindness considerations:

• Red and green: Avoid using red and green together as they are indistinguishable for many people with colour blindness.
• Blue and purple: Similarly, blue and purple can be difficult to distinguish for some users.

 

The WebAIM Contrast Checker is an online tool that allows you to input two colours and check their contrast ratio according to WCAG guidelines.

 

Inclusive engagement

 

Interactive content

When creating polls, quizzes, or other interactive content, ensure these features are accessible via keyboard navigation and are compatible with screen readers. This inclusivity allows all users to engage with your content meaningfully.

 

Responding to users

Be mindful when responding to comments or messages. Ensure that any linked content or resources provided are also accessible. This reinforces your commitment to accessibility and inclusivity in all interactions.

 

Tools and resources

 

Accessibility checkers

Use tools like WAVE or platform-specific accessibility checkers to identify and address accessibility issues in your posts. These tools provide valuable insights and recommendations for improving content accessibility.

 

Continuous learning

Stay informed about accessibility best practices as platforms and guidelines evolve. Engage with accessibility communities and resources to keep your knowledge up to date and ensure your content remains accessible to all users.

 

The ethical and business case for accessibility

 

Inclusivity and brand reputation

Creating accessible content positively reflects on your brand. It shows a commitment to inclusivity, enhances your reputation, and cultivates trust among diverse audiences. Accessible content can lead to greater user engagement and loyalty.

 

Expanding your audience

Accessibility extends your reach beyond compliance—it opens your brand to a broader audience, including the estimated 20% of the population with some form of disability. By prioritising accessibility, you tap into a significant and often overlooked market segment.

 

Conclusion

 

Incorporating accessibility into your social media strategy is a legal requirement and a vital component of modern business ethics. By ensuring that your content is accessible to all, you demonstrate a commitment to inclusivity, enhance your brand's reputation, and expand your audience. Start integrating these practices today to make a meaningful impact on your business and the communities you serve.

  Back to Small Business blogs