Digital Accessibility Basics: Social Media

When posting to social media, prioritize:

• Content that can be understood without relying on images alone
• Text alternatives for images, graphics, and video
• Captions for any content with audio
• Clear, readable text and predictable presentation

Social media content is often time-sensitive and widely distributed. Use professional judgment and focus first on official university channels and posts used to communicate events, deadlines, services, or required information.

Accessibility Checklist

Use the checklist below when creating or reviewing social media content. Not all items will apply in every situation.

Text-Based Content

• Use real, machine-readable text whenever possible rather than images of text
• Define acronyms on first use when space allows
• Use plain language and avoid overly complex formatting
• Capitalize each word in hashtags and mentions to improve readability and ensure they are interpreted correctly by screen readers. For example: #UniversityOfNorthernIowa
• Use emojis sparingly and place them at the end of posts when used

Images and Graphics

• Provide descriptive alternative text for all meaningful images
• Ensure alternative text conveys the purpose or message of the image, not just its appearance
• For images that contain important information (such as event flyers), include the key details in the post text or link to an accessible version
• For complex images or infographics, provide a brief description in the post and link to a more accessible version when available

Color and Visual Design

• Ensure sufficient color contrast between text and background in images and graphics
• Do not rely on color alone to convey meaning, emphasis, or status

Video and Audio Content

• Provide accurate captions for all videos with audio, including videos posted to social media platforms
• For audio-only content, provide a text transcript
• If important visual information is not conveyed through audio, provide a brief description in the post or link to a more complete description
• When using auto-generated captions, review and edit them for accuracy on instructional, public-facing, or high-visibility content
• For scheduled livestreams and high-visibility events, plan captioning in advance as part of event production

Links and Cross-Posting

• Use descriptive link text so users know what to expect before clicking
• When platform limitations restrict accessibility, provide links to a website or platform where the full, accessible information is available
• Share important information across multiple channels when appropriate, recognizing that users may access content differently

Common Pitfalls to Avoid

• Posting images with text but no alternative text
• Sharing videos without captions or relying on unedited auto-captions
• Using color alone to convey urgency or importance
• Assuming platform limitations remove accessibility responsibility