Accessibility of web content on social media:

Why it is important and how you implement it

What does accessibility mean?

Accessibility means that digital content is designed to be accessible to everyone, regardless of physical or cognitive limitations. This includes, for example, people with visual or hearing impairments, motor disabilities or learning difficulties. An accessible website or social media page enables these users to perceive, understand and use content without any problems.

The problem: Lack of accessibility excludes people

Much of the content on social media is not accessible. This includes:

• Missing alternative text for images – Blind or visually impaired people cannot recognize images if they do not have an image description (alt text).

• Missing subtitles – Hearing-impaired people cannot fully understand videos without subtitles.

• Poor color contrast – People with poor vision or color blindness have difficulty reading text when colors do not contrast well.

• Complicated language – People with learning difficulties or non-native language users encounter problems when content is formulated too complicatedly.

• Inaccessible content – If interactive elements cannot be accessed via keyboard or screen reader, they are inaccessible to many people.

This results in a large number of potential users being excluded – and this affects not only individuals, but also companies, which lose reach and customers as a result.

The solution : How to make social media content accessible

The good news: There are simple ways to make your content more accessible:

1. Add alternative text for images

• Describe in short sentences what you can see in the picture.

• Platforms such as Instagram, Facebook, Twitter and LinkedIn offer the option of adding alt text.

2. Create subtitles for videos

• Add subtitles automatically or manually generated (e.g. with YouTube, Kapwing or Apple Clips).

• Offer transcripts for longer videos or podcasts.

3. Optimize contrast and font size

• Use high color contrast between text and background.

• Use a legible font size and type.

4. Use simple and clear language

• Avoid complicated technical terms or explain them.

• Keep sentences short and understandable.

5. Consider keyboard and screen reader compatibility

• Test interactive content with the keyboard.

• Use clear headings and structured text so that screen readers can understand the content more easily.

Accessibility is not an "extra" but a necessity to include everyone. If you make your social media content accessible, you not only reach more people, but you also show social responsibility. Small adjustments can have a big impact - and everyone can contribute to making the Internet usable for everyone.