Social Media Accessibility Checklist
A free checklist to help you create accessible social campaigns.
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Make every impression count
Every user, every click, deserves a chance to engage.
Social media is undoubtedly a brand’s best tool to raise awareness and engage audiences. But if your content isn’t accessible to people with disabilities, the only impression you’ll make is a negative one.
Social media accessibility is the practice of creating social content that delivers a smooth, accessible experience for everyone—and it’s vital to the success of any campaign.
According to HubSpot’s 2024 State of Marketing report, 59% of Millennials and 64% of Gen Z have discovered new products on social media in the last three months. Considering that people with disabilities and their families control $13 trillion in disposable income, social media accessibility is an essential part of any marketer’s toolbox.
This checklist, based on the latest Web Content Accessibility Guidelines (WCAG) standards, will help you fix common issues so everyone can read, enjoy, and interact with your social media presence.
1. Copywriting and Formatting
Create clear content that’s easy for people to engage with and enjoy
The way a post is structured matters—a lot. If the layout is confusing or too many emojis and hashtags get in the way, people with disabilities will move past your content without a second thought. Follow these basic accessibility practices to improve the experience for everyone, including people with cognitive disabilities or those who rely on screen readers.
Hashtag central
Use #camelCase (first word lowercase, subsequent words capitalized) or #PascalCase (all words capitalized) to create an accessible hashtag that’s easy to read while avoiding confusing or problematic word combinations.
Hello, my name is Plain Language
When writing a post, stick to an 8th-grade reading level and keep it conversational. Short sentences with a predictable flow keep posts easy to follow and boost overall post engagement.
Emoji rules
Use emojis sparingly and never at the beginning of a sentence. Screen readers will read each emoji out loud, which means long strings of emojis or random emojis inserted in the middle of sentences interrupt your message. Skip the frustration and keep emojis to a minimum.
Forced formatting
Inserting blank spaces and tabs between words to make your post look juuust right may result in something beautiful — but inaccessible all the same. Resist the urge to get creative with the white space in a post with formatting hacks alone. Instead, create an accessible image or video that provides a less confusing experience for screen reader users.
Descriptive links
If you include a link in your post, ensure there is a clear description of where the link takes the user. Hyperlink to more than an underlined “click here” and instead use language that makes it plain where the user is headed.
For example: Check out this post on accessible design (descriptive) vs. click here to learn more (generic)
Alternative characters and visual hacks
Random capital letters might create a fun voice for some brands but don’t gel with accessibility practices. For example: tHiS iSnT aCcEsSiBlE fOr ScReEn ReAdEr UsErS. While visually catching for some, this ultimately presents accessibility issues and tanks engagement.
2. Images and GIFS
Use accessible visuals that engage everyone — not just those with perfect vision.
Images are a huge part of social media management. In fact, text-only posts often get the lowest engagement metrics of any post type. Add these image accessibility practices to your design toolkit, elevating those snazzy graphics for every person who scrolls across your post — lucky them!
Always use alt text.
A must for anyone with visual disabilities, alt text is easy to write and a huge accessibility lift to any campaign. Recommended practice is to use your chosen platform’s alt text field when uploading images and include an image description in the text section of any post. See the list below for the four easy steps to writing usable alt text.
Sufficient color contrast.
According to the WCAG, there should be a contrast ratio of at least 4.5:1 between foreground and background elements (e.g., text on a colored background).
Pro tip: Use a color contrast checker like AudioEye’s, which is conveniently waiting for all your color-checking needs.
Avoid text-heavy graphics.
The best advice comes from Accessible Social, “Graphics for social media should be treated more like billboards.” Long soliloquies should be reserved for a post on your website, not a flattened graphic. Alternatively, use your post's text field to add meat to that billboard-esque image.
GIF guidelines.
Accessible GIF practices include choosing GIFs that stop playing after 5 seconds or include an option to stop the looping animation. Make sure your chosen GIF doesn’t include rapid blinking or flashing lights. Follow other image best practices, including an image description and appropriate color contrast.
Alt text best practices
Pro Tip
Stuck on alt text? Imagine that you’re describing an image over the phone to a friend. What details would you include so they get a complete picture (pun very much intended) of the image?
3. Video and Audio Files
Usable media is easy to interact with, regardless of location and ability
Crowded subway cars, quiet rooms, grocery store check-out lines — these are a few places where your audience members consume social media videos. Video is a powerful way to convey messages, but inaccessible media creates poor user experiences for people with disabilities and those in less convenient locations.
Thankfully, accessible video and audio files are a few steps away, creating a frictionless and smooth experience for everyone, everywhere.
Captions for everyone
Provide captions — and proof them by hand. Plenty of programs will automate captions for your videos, but it’s important to proof them manually. Voice recognition technology isn’t perfect — and “small” mistakes can confuse or frustrate people who rely on captions.
Video descriptions
Like providing an image description for graphics used, video descriptions can help make content accessible. Whether you use your preferred platform’s designated area for audio description or simply include it in the text of your post, provide a simple, concise description of your media file.
Consumable transcripts
A clean transcript can aid in the consumption of your material, especially for a longer video series or podcast episode. Aim for clear, proofed copy and add descriptions where applicable.
Avoid flashing content
Prevent seizures and discomfort for people with photosensitive conditions by nixing flashing content between 2–55Hz. This is especially helpful for people who experience epilepsy but also those with cognitive disabilities like ADHD.
Stop that and start it again
Not all movement is bad — feel free to get groovy as long as it’s usable. Limit loops or allow audience members to pause any animation or video. When in doubt, give your user control to start and stop any animation, including GIFs and videos.
Turn off autoplay
Let users click play on video and audio files. While autoplay can seem like a slam dunk, it often creates frustration. For example, people with hearing loss often have the volume cranked up, and an autoplay video in a public setting can be embarrassing. Let your user choose to start or continue media files.
Pre-Post Checklist
Final Pre-Post Checklist
Put all of these best practices into effect before you hit “publish” — then reel in the engagement.
Before you post, take a minute to run through a few last checks. These practices ensure your social media content is polished and accessible for every audience member.
Think of it like a quick accessibility tune-up. It only takes a moment, but it can make a big difference in your social media marketing.
Essentials
Your emails should just work — for everyone
Use #camelCase or #PascalCase for hashtags.
Emojis belong at the end of a sentence. Use sparingly.
Make sure links are clear, descriptive, and underlined.
Copy & Format
If they can’t read it, they can’t act on it.
Rely on plain language for clear communication. Aim for an 8th-grade reading level.
Avoid formatting hacks like blank spaces, tabs, and other format workarounds.
Use capital letters, bold, and italics appropriately.
Images & GIFS
Don’t let screen reader users miss out.
Add alt text to all non-decorative images — keep it clear and useful.
Don’t start with “Image of…” — just describe the content.
Ensure color contrast is at least a 4.5:1 ratio.
Video & Audio
Structure = usability.
Include fully proofed captions for every video.
Include descriptive transcripts for longer audio and video files.
Avoid flashing content and ensure animations limit loops.
Website Accessibility Checker
Check your website’s conformance in seconds
Find out if your site is accessible for people with disabilities and meets the ADA, WCAG, and other requirements.