7 Accessibility Tips to Ensure Your Content Reaches Everyone

How accessible is your social media content, for all of your audiences? 

Consider your target audience. It likely includes parents, guardians, grandparents, alumni, and on-lookers, who could be local, national or international. But have you thought about the accessibility needs of some of your audience when it comes to viewing content online? Considerations include (but are not limited to!) those who may be visually impaired, hard of hearing, dyslexic, or any number of different accommodations for consuming content online.

So, how can you ensure your social media content is accessible, provides an enjoyable experience for all users, and reaches the widest possible audience? Read on to find out!

1. Add alt text to graphics

Alternative text (often referred to as ‘alt text’) allows you to attach a text explanation to a graphic, so those using screen readers can appreciate the visual part of your content. It should be clear, descriptive and succinct - for example:  <School Name> Sixth Formers smiling as they pick up A-Level results.

In addition to ensuring accessibility for those with visual impairments, alt text has the added benefit of improving your content’s searchability. Facebook, X (formerly Twitter), Instagram, and LinkedIn all have alt text capabilities.

2. Add captions to video content

Captions allow the largest number of people possible to consume your video content. We’re talking not only about those who are deaf or hard of hearing, but also those who may find audio overstimulating, or even anyone viewing your content in a noisy environment (anyone with young children will relate to this!). 

There are two types of captions for video content:

• Open captions are permanent and embedded within the video – these are more commonly seen and available across short form social media channels.

• Closed captions can be turned on or off by the viewer –this capability is more prevalent on long form video content channels like YouTube.

Instagram allows you to enable an automated captions feature to easily add captions without typing everything manually. Don’t take for granted that the automation will be 100% accurate, though – remember to review the caption and edit if required, as sometimes the tech doesn’t pick up every single word correctly. 

3. Use Plain English

‘Plain English’ refers to using vocabulary which is straightforward, avoiding overly flowery or highly academic language, complex idioms, and teaching jargon. 

Short sentences are more easily comprehensible for international audiences, those with learning difficulties and for those using screen readers. Social media algorithms also tend to favour short, punchy sentences over longer, more complex ones. By keeping sentences short, you’re increasing your reach as well as the readability of your posts.

4. Be visually accessible

White space is powerful. Avoid large blocks of text and ensure you leave a blank line between paragraphs in captions to break up the text and make it more digestible.

Although it’s tempting to take advantage of novelty fonts where they’re available on platforms such as Instagram, it’s best to use the standard font over a script or italic style font, which can be challenging for those with neurodivergences such as dyslexia. 

Where you include graphics with text on them, ensure you’re using colours with enough colour contrast to make them clear and easy to distinguish. That being said, beware the pitfalls of using clashing bright colours, which can be overly stimulating from a sensory perspective.

5. Be screen reader-friendly

We love emojis - they add visual interest and a little fun to captions. However, they’re not always used in a screen-reader friendly way. Screen readers will read out the meaning of the emoji, so try to avoid interrupting a sentence with emojis and instead keep them at the end of the sentence. For optimal screen reader-friendliness, limit the number of emojis per post as well – less is more.

Keep hashtags at the end of the post, rather than interspersed through the caption, which would once again disrupt a screen reader. Another tip is to capitalise the first letter of each word for multi-word hashtags (for example: #FirstDayOfTerm) as this is also beneficial to screen reader technology.

For platforms that allow you to add links to posts, use a full link rather than a shortened one, or customise the display text to something descriptive. Try to avoid hyperlink text that only says “click here”. Instead, try something more descriptive, like “click here to sign up to our Open Day.”

6. Consider algorithms & SEO

Including alt text in your content not only enhances accessibility for your entire audience but also boosts your online presence. Social media platforms, websites, and Google algorithms all favour accessible content, which in turn improves SEO. By adding alt text to your content, you maximise the chances of it ranking higher and being seen by more people online.

7. Align Design & Comms

It is important to adopt a “practice what we preach” approach when it comes to your communications and messaging. For example,, making sure design and communications are aligned with the 'strong SEND Support’' messaging from your school (e.g. ensuring Learning Support pages on the website are neurodiverse-friendly). If your comms don't reflect your messaging and values, then the spirit of that message can feel like lip service.  

Social media platforms have developed significantly in recent years to become more friendly to a wider audience, but only if we take advantage of its capabilities. If that feels overwhelming, don’t worry - that’s why we’re here! If you want a guiding hand along the way, or even want social media duties taken off your shoulders completely, check out our services. Or, if you just need a springboard to get you started on the right path, take a look at our courses. We can’t wait to help you leverage social media marketing to attract interest in your school and, ultimately, increase your enrolments!