Social Media Accessibility

Why Social Media Accessibility?

The World Health Organization estimates that 2.5 billion people need assistive technology today — a number projected to reach 3.5 billion by 2050. When we post without thinking about accessibility, we exclude a significant share of our audience from the conversation.

Accessible social media is also better social media. Research shows 75–80% of social video is watched on mute — captions help everyone. Camel-case hashtags are easier for all readers. Descriptive alt text improves SEO. Inclusive design is smart design.

📸

Instagram
Posts, Reels & Stories

👍

Facebook
Posts & Videos

𝕏

X / Twitter
Posts & Media

💼

LinkedIn
Professional Posts

Universal Best Practices — All Platforms

Master these rules before diving into any specific platform. They apply everywhere.

✅ Camel Case Hashtags

Screen readers announce hashtags as a single run-on word unless each word starts with a capital letter. Camel case makes hashtags readable for everyone, not just screen reader users.

#goredraiders → reads as "gore d raiders"

#GoRedRaiders → reads as "Go Red Raiders" ✓

✅ Limit & Placement of Hashtags

Screen readers read every hashtag aloud in sequence. A post with 15 hashtags forces assistive technology users to sit through all 15. Keep hashtags to a relevant few, and place them at the end of your caption or in the first comment. The algorithm still picks them up from comments.

✅ Emoji Etiquette

Screen readers announce the full emoji description aloud: 🎉 becomes "party popper." Use emojis sparingly and always place them at the end of your text — never at the start or as decorative bullet points, where they disrupt reading flow.

✅ Punctuation & Short URLs

Proper punctuation creates the pauses screen readers rely on. Without it, captions run together as one unbroken stream. Screen readers also read every character of a raw URL aloud — use a link shortener or place the URL alongside a descriptive sentence.

🚫 ASCII Art & Text-Based Images

ASCII art — images constructed from keyboard characters — is completely inaccessible to screen readers. A simple smiley face :-) becomes "colon hyphen close-parenthesis." Complex ASCII art becomes an unintelligible string of symbol names.

❌ Avoid: ╔══════════╗ ║ WELCOME TTU ║ ╚══════════╝
Screen reader reads: "Box drawings double down and right, box drawings double horizontal..."

✅ Instead: Use a real image with alt text, or write the message as plain text.

If you must use ASCII art: wrap it in a container with aria-hidden="true" and provide a plain-text alternative.

🚫 Non-Standard Unicode "Fancy" Text

Using Unicode math or symbol blocks to create stylized text — 𝕿𝖍𝖎𝖘 𝕭𝖔𝖑𝖉, 𝘛𝘩𝘪𝘴 𝘐𝘵𝘢𝘭𝘪𝘤, or 𝓒𝓾𝓻𝓼𝓲𝓿𝓮 — is often inaccessible. Screen readers either skip them, announce their Unicode name, or produce garbled output.

❌ Avoid: 𝗪𝗲𝗹𝗰𝗼𝗺𝗲 𝘁𝗼 𝗼𝘂𝗿 𝗲𝘃𝗲𝗻𝘁! → Screen reader: "mathematical sans-serif bold capital W..."

✅ Instead: Write in standard text. Use platform bold/italic where natively supported.

The same applies to using Greek or Cyrillic letters as Latin look-alikes. Always use standard Latin characters for readable text.

Writing Effective Alt Text

Alt text describes your image to people who cannot see it. Good alt text is concise, accurate, and contextual — it tells the user what the image shows and why it matters here.

The Rules

Do describe the content and its purpose in context.
Don't start with "Image of…" — the screen reader announces it as an image already.
Do include any text that appears in the image.
Do end alt text with a period so the screen reader pauses.
Don't repeat information already in the caption.
Do mark purely decorative images as decorative where the platform allows.
Don't rely on AI-generated alt text — always review and rewrite it.

Same Image — Three Levels of Quality

❌ Poor: "Photo of a sign."

⚠ Better: "White rectangular street sign on a pole."

✅ Best: "White directional sign reading 'IT Help Central' with a left-pointing arrow, mounted on a metal pole against a blue sky."

Key question: If you removed this image and replaced it with the alt text, would the reader get the same information?

Instagram — Adding Alt Text to Photos

Instagram

Follow these three steps every time you post a photo.

Open More Options

After choosing your photo and writing your caption, tap "… More options" near the bottom of the New Post screen — just above the Share button. This is where all accessibility settings live.

Instagram More Options screen. Under the Accessibility and translation section, Write Alt Text is listed with a yellow highlight.

Find Write Alt Text

Scroll to the Accessibility and translation section. Tap "Write Alt Text." Instagram will auto-generate text if you don't write your own — but you should always write your own.

Instagram Write Alt Text screen showing a text field labeled Image description with a 0 of 1000 character counter.

Write Your Description

Type a meaningful description (up to 1,000 characters). Tap Done, then post.

Example:
White directional sign on a metal pole reading "IT Help Central" with a left-pointing arrow, photographed from below against a clear blue sky.

Carousel posts: Alt text must be added separately for each image. | Existing posts: Tap ⋯ → Edit → tap "Edit Alt Text" on the image. | Source: Instagram Help Center

Instagram — Adding Captions to Reels & Stories

Instagram

Instagram auto-generates captions via the Captions sticker. You must review them — auto-captions are not always accurate.

Tap the Sticker Icon

After uploading your video, tap the sticker icon (smiley face with a +) in the editing toolbar. This opens the full sticker menu.

Instagram sticker picker menu. At the top row the Captions sticker button is highlighted in yellow.

Select the Captions Sticker

Tap Captions from the top row. Instagram will automatically transcribe the spoken audio. This may take a few seconds.

Instagram Reel showing auto-generated captions on screen with the CC closed captions toggle icon highlighted.

Review, Edit & Post

Read through every caption word. Tap any incorrect word to correct it. The CC icon toggles between open captions (always visible) and closed captions (viewer-controlled).

⚠ Auto-captions are not always accurate. Edit before posting. For higher-quality captions: CapCut, Adobe Premiere, or Canva.

Source: Instagram Help Center — Captions on Reels & Stories

Facebook — Adding Alt Text to Photos

Facebook

Facebook uses a pencil icon workflow. The alt text option is a couple of taps in from the compose screen.

Tap the Pencil Icon

After uploading your photo to a new post, a pencil (edit) icon appears in the top-right corner of the image thumbnail. Tap it to open the image editing options.

Facebook image editing menu showing the Edit Alt Text option highlighted in yellow.

Open Edit Alt Text

A settings gear icon appears at the bottom-left of the image. Tap it, then select "Edit Alt Text." Facebook auto-generates alt text using AI object recognition — review and replace it with your own.

Facebook Edit Alt Text screen showing a text input field with a character counter and a Save button.

Write Your Description & Save

Type a meaningful description in the text field. Tap Save, then publish your post. Always clear the AI pre-filled text and write your own.

Example:
White directional sign reading "IT Help Central" with a left-pointing arrow, mounted on a metal pole against a blue sky.

Source: Meta Accessibility Center — facebook.com/accessibility

Facebook — Adding Captions to Videos

Facebook

Facebook offers auto-captions and SRT file upload. The CC button is your entry point.

Upload & Open Video Settings

Start a new post, choose your video, and tap Video Settings to access the editing and accessibility options.

Facebook Reel editing screen. On the right side toolbar the CC Captions icon is highlighted with a yellow arrow.

Select the Captions (CC) Icon

Tap the CC icon in the right-side toolbar. Options include: auto-generated captions, SRT file upload, or closed-captions-only mode.

For best quality: Generate an SRT from Microsoft Stream or YouTube's caption export, then upload it. This gives you fully reviewed, accurate captions.

Facebook video captions review screen showing caption text lines with edit options and a Done button.

Review & Post

Read through every caption line. Correct any errors. Tap Done and complete your post. Never skip the review step — auto-captions contain errors that change meaning.

Sources: Meta Accessibility Center | Meta Business Help Center

X (Twitter) — Adding Alt Text to Images

X / Twitter

X has a dedicated +ALT button on every image you add to a post.

Tap the +ALT Button

After attaching an image, a +ALT button appears in the bottom-right corner of the image thumbnail. Tap it to open the alt text entry dialog. If you don't see the button, go to Settings → Accessibility and enable "Remind me to add image descriptions."

X Twitter Add descriptions dialog box explaining you can add alt-text to your photos so they are accessible to even more people.

Write Your Description

X's prompt: "Good descriptions are concise, but present what's in your photos accurately enough to understand their context." Tap Sure to open the text field, write your description, and tap Done.

Example:
White directional sign reading "IT Help Central" with a left-pointing arrow, mounted on a metal pole against a blue sky.

X Twitter post with ALT badge confirming alt text has been added to the attached image.

Confirm & Post

Once saved, the image thumbnail shows an ALT badge confirming it's been added. Complete your post text and tap Post.

Source: X Accessibility Hub — help.x.com/en/resources/accessibility

X (Twitter) — Adding Captions to Videos

X / Twitter

⚠ Important: X does not automatically caption videos. You must prepare captions in advance before uploading.

The Workflow

Create captions in editing software before uploading: CapCut, Adobe Premiere, Canva, or export an SRT from YouTube or Microsoft Stream.

Burn-in (open) captions are the most reliable option — embedded directly into the video frame and display for every viewer, no settings required.

Upload the finished, captioned video file. The captions are already part of the video.

Open vs. Closed Captions on X

✅ Open (Burn-in) Captions

Text is baked into the video frames. Always visible. Works on X and every other platform. Recommended for X.

⚠ Closed Captions

Toggle-able by the viewer. Not reliably supported in the X mobile app even when enabled. Do not rely on them as your only captioning method on X.

Pro Tip: Enable the X accessibility reminder in Settings → Accessibility → "Remind me to add image descriptions."

Source: X Accessibility Hub — help.x.com/en/resources/accessibility

LinkedIn — Alt Text & Video Captions

Adding Alt Text to Images

Start a post and upload your image. On the Edit your photo screen, tap "Add alt text."

LinkedIn's prompt reads: "Text describing what's in the photo." Write a concise, meaningful description. Tap Done.

LinkedIn auto-generates descriptions — always customize them. AI descriptions often miss the professional context that matters on LinkedIn.

Extra layer: Add a brief image description directly in your post text or as a pinned first comment — helps users who may still benefit from context.

Adding Captions to Videos

Desktop: Select "video" under Start a Post. Upload your video. Toggle "Add auto-captions" and "Review captions" on.

Mobile: After uploading, tap the CC captions icon and toggle auto-captions on. Review for accuracy before posting.

Higher quality option: Upload an .SRT file using the "Select caption" option from Microsoft Stream or YouTube.

75% of LinkedIn video is watched on mute. Captions serve your entire audience, not just viewers with disabilities.

Source: LinkedIn Help — Accessibility Features

Platform Quick-Reference

At-a-glance comparison of accessibility feature availability across all four platforms.

Feature	Instagram	Facebook	X / Twitter	LinkedIn
Image Alt Text	✅ Manual + Auto (review required)	✅ Manual + Auto (review required)	✅ Manual via +ALT button	✅ Manual + Auto (review required)
Video Auto-Captions	✅ Reels & Stories	✅ Videos	❌ Must pre-caption	✅ Desktop & mobile
SRT File Upload	❌	✅	❌	✅
Carousel Alt Text	✅ Per image	✅ Per image	✅ Per image	✅ Per image
Edit Alt Text After Posting	✅	✅	✅ Via ⋯ → Edit	✅
Alt Text Reminder Prompts	✅ Built-in	✅ Built-in	✅ Enable in Settings	⚠ Limited

Note: Platform interfaces update frequently. Always verify current steps in each platform's official help documentation before training others.

Other Platforms & Social Media Management Software

TTU's social media presence extends beyond the four core platforms. The same principles apply everywhere.

▶ YouTube

YouTube offers the most robust caption tools of any major platform. Auto-captions are generated for all videos and can be edited in YouTube Studio. You can also upload SRT, VTT, or SBV files.

Alt text for thumbnails: Currently limited. Use descriptive video titles and descriptions to compensate.

YouTube Help: Add subtitles and captions →

📌 Pinterest

Pinterest allows alt text on Pins. When creating a Pin, expand Advanced Settings and add an alt text description.

Video Pins: Pinterest does not offer native auto-captioning. Burn captions into video before uploading.

Pinterest Help: Accessibility →

🦋 Bluesky & Mastodon

Both decentralized platforms have built-in alt text fields on image uploads. Bluesky prompts you to "Add alt text" for every attached image. Mastodon has a dedicated Describe for visually impaired users field.

Bluesky Accessibility Info →

📸 Snapchat

Snapchat's native accessibility features for alt text and captions are limited. For Stories intended for a broad audience, use the Captions tool within Snapchat's editor to add visible text overlays.

Snapchat Accessibility Support →

💬 Threads

Meta's Threads platform supports alt text on images. Tap the image after attaching it and select "Add Alt Text." As a Meta product, Threads follows similar workflows to Instagram.

Threads Help Center →

📋 Social Media Management Software

Many departments use tools like Hootsuite, Sprout Social, Buffer, Loomly, or SprinklR to publish across channels. Accessibility features built into native platforms may not be available or passed through in management software.

What to Check in Your Tool

Does the composer have an alt text field for images?
Is the alt text field per-platform or shared across all channels?
Are captions or SRT upload options available for video scheduling?
Does the tool pass through alt text to each native platform?
Is there a reminder or required field that prompts you to add alt text before publishing?

When Your Tool Falls Short

If your management software does not support alt text or caption upload, you have two options:

Option A — Post natively: Use the platform's own app for accessibility-critical content.

Option B — Edit after scheduling: Allow the tool to create the draft, then add alt text directly in the native platform before or immediately after publishing.

Best practice: Contact your management software vendor and ask about their accessibility roadmap. Document gaps and escalate.

Creative Ways to Make Content Accessible

When platforms don't provide a built-in solution, these strategies go beyond the checkbox.

🎬 Pin a "Screenplay Comment" on Videos

After posting a video, immediately add a pinned first comment containing an audio description and transcript. Especially valuable on X, which has no auto-captioning.

[VIDEO DESCRIPTION] Jeff stands at a whiteboard writing "WCAG 2.1" in large letters. He circles the term and points to a checklist on the board.

[TRANSCRIPT] "Today we're covering WCAG 2.1 AA compliance — the standard TTU must meet by April 2026. There are four core principles..."

📝 Long-Form Image Description in Caption

For complex images — infographics, event flyers, charts — include a full text version in the post caption below a visual break line.

Our Spring Workshop is here! 🗓️
——
[IMAGE DESCRIPTION] Flyer for TTU Digital Accessibility Spring Workshop. Date: April 15, 2026. Time: 2–4 PM. Location: Administration Building Room 101. Register at accessibility.ttu.edu.

🔗 Link to a Full Transcript Page

For webinars, presentations, or long announcements, post a link to a full transcript on your website. This also benefits SEO and provides a permanent, searchable record.

Watch our CIO Town Hall recap — TTU's April 2026 accessibility push. 📄 Full transcript + audio description: accessibility.ttu.edu/town-hall-2026 #DigitalAccessibility #TexasTech

🗂️ Carousel Text Summary in Caption

When posting carousels, write a numbered text summary of every slide in the caption. Users who cannot see the images get the same information.

5 tips for accessible PDFs — swipe through, or read below 👇
1️⃣ Save As PDF — never Print to PDF.
2️⃣ Tag headings with H1–H6 before export.
3️⃣ Add alt text to every image and figure.
4️⃣ Set document title and language in properties.
5️⃣ Run the Acrobat Accessibility Check first.

Transcripts & Audio Descriptions

Captions serve users who are Deaf or hard of hearing. Audio descriptions serve users who are blind or low vision. Transcripts serve both — and also help users with cognitive disabilities, non-native language speakers, and people in sound-sensitive environments.

📖 Audio Description

A spoken narration of essential visual information — actions, on-screen text, setting — during natural audio pauses.

Example: "The speaker turns to a screen showing a red bar chart. Three bars are labeled Q1, Q2, Q3. The Q3 bar is the tallest."

📄 Transcript

A full text version of all spoken audio plus descriptions of important visual content. Unlike captions, transcripts can be read at any pace, searched, and translated.

Post as a pinned comment, a linked webpage, or a Google Doc linked in your bio or caption.

🛠️ Tools

CapCut — Free, accurate burn-in or SRT export
Adobe Premiere — Pro captions + SRT
Canva — Auto-caption in editor
YouTube — Upload unlisted → download SRT
Microsoft Stream — Auto-transcript + SRT
Otter.ai — Accurate audio transcription

WCAG Connection: WCAG 2.1 Success Criteria 1.2.1 (Audio-only/Video-only), 1.2.2 (Captions), and 1.2.5 (Audio Description) apply to pre-recorded media on websites. These same principles are sound standards to apply to social media content.

Authoritative Resources

Official Platform Help

📸 Instagram Help — Adding Alt Text to Photos
📸 Instagram — Captions on Reels & Stories
👍 Meta Accessibility Center
👍 Meta Business Help Center — Video Captions
𝕏 X Accessibility Hub
💼 LinkedIn Help — Accessibility Features
▶ YouTube Help — Subtitles & Captions

Additional Resources

⚠ Platform interfaces change regularly. Before training others or updating materials, always verify steps against current official help documentation.

Every Post Is an Opportunity

Accessible social media ensures that everyone in our community can participate in the conversation. A few extra seconds to write meaningful alt text, review auto-captions, and format hashtags correctly creates an experience that works for everyone.

Pre-Post Checklist

☐ Added meaningful alt text to every image
☐ Reviewed and corrected auto-captions on video
☐ Camel-cased all hashtags (#LikeThis)
☐ Moved hashtags to end of caption or first comment
☐ Emojis placed at end of text and used sparingly
☐ Used proper punctuation throughout
☐ URLs are short or include descriptive link text
☐ No ASCII art or Unicode "fancy" text used for readable content
☐ Complex visuals have image description in caption or pinned comment
☐ Verified management software passed alt text through to native platform

Thank You!

Questions?