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Get ReportSocial 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 applying digital accessibility principles to social content (posts, images, videos, and links) so that people with disabilities can fully perceive, understand, and interact with content. It accounts for the specific formats and constraints of social platforms, ensuring that users who rely on screen readers, captions, or keyboard navigation are not excluded.
For marketers, accessibility is not a compliance checkbox, but a direct driver of reach and engagement. According to HubSpot's Consumer Trends report, 47% of Millennials and 48% of Gen Z(opens in a new tab) have discovered new products on social media in the last three months, and people with disabilities and their families control approximately $18.3 trillion in global disposable income(opens in a new tab). Inaccessible content shuts that audience out entirely.
The practices in the checklist below are grounded in the Web Content Accessibility Guidelines (WCAG) 2.1, the governing standard for digital accessibility, adapted for the specific demands of social media content creation.
Write 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.
Use CamelCase or PascalCase for Hashtags
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.
WCAG criterion to follow: WCAG 1.3.1 Info and Relationships(opens in a new tab)
Write in Plain Language
When writing a post, stick to an 8th-grade reading level and keep it conversational. Short sentences with a predictable flow make posts easier to follow and boost overall engagement.
WCAG criterion to follow: WCAG 3.1.5 Reading Level(opens in a new tab)
Use Emojis Sparingly
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.
WCAG criterion to follow: WCAG 1.3.1 Info and Relationships
Avoid Formatting Hacks
Inserting blank spaces and tabs between words to control visual spacing may look intentional, but it creates a confusing and disjointed experience for screen reader users. 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.
WCAG criterion to follow: WCAG 1.3.2 Meaningful Sequence(opens in a new tab)
Write 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).
WCAG criterion to follow: WCAG 2.4.4 Link Purpose (In Context)(opens in a new tab)
Skip the Alternative Characters and Visual Hacks
Random capital letters might create a fun voice for some brands, but they don’t gel well 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.
WCAG criterion to follow: WCAG 1.3.1 Info and Relationships(opens in a new tab)
Avoid Using All Caps
ALL CAPS might seem like a quick way to add emphasis, but screen readers often read capitalized text letter by letter, and users with cognitive disabilities like dyslexia rely on the natural shape of words to process text. Use bold or italics instead.
WCAG criterion to follow: WCAG 1.3.1 Info and Relationships(opens in a new tab)
2. Images and GIFS
Use accessible visuals that engage everyone — not just those with perfect vision.
Images drive higher engagement than text-only posts across every major platform, which makes image accessibility one of the highest-impact areas to get right. The practices below ensure your visuals work for every user, including those who rely on screen readers or have low vision.
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 for all your color-checking needs.
WCAG criterion to follow: WCAG 1.4.3 Contrast (Minimum)(opens in a new tab)
Avoid Text-Heavy Graphics.
Keep graphics focused and treat them like billboards: one clear message, minimal text. Detailed copy belongs in the post's text field, not embedded in an image where it cannot be read by screen readers or resized by users with low vision.
WCAG criterion to follow: WCAG 1.4.5 Images of Text(opens in a new tab)
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.
WCAG criterion to follow: WCAG 2.3.1 Three Flashes or Below Threshold(opens in a new tab) and WCAG 2.2.2 Pause, Stop, Hide(opens in a new tab)
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.
WCAG criterion to follow: WCAG 1.1.1 Non-text Content(opens in a new tab)
Alt text best practices
How to Add Alt Text on Major Social Platforms
Native alt text fields are available on most major platforms, so adding alt text to social posts is easy. Here is how to access them.
Instagram
When uploading a photo, tap "Advanced Settings" at the bottom of the caption screen. Select "Write Alt Text" to enter your description before publishing. Instagram also generates automatic alt text using object recognition, but its accuracy is inconsistent, so writing your own is always the better choice.
LinkedIn
After uploading an image to a post, click the edit icon (pencil symbol) that appears in the corner of the image. A text field will appear where you can enter your alt text description. LinkedIn surfaces this field in both desktop and mobile post creation.
X (Twitter)
Before posting, click "Add description" beneath any uploaded image. X supports image descriptions up to 1,000 characters, giving you ample space for context-rich descriptions. Note that this field does not appear after a post is published, so descriptions must be added during the drafting stage.
Facebook
After uploading an image, click "Edit" on the photo, then select "Alternative Text." Facebook auto-generates alt text by default, but the "Custom Alt Text" option lets you override it with a description you write yourself. Always use the custom option when the auto-generated text is vague or inaccurate.
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 Accessibility
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.
Create Captions for Everyone
Provide captions and proofread them by hand. Most platforms now generate captions automatically, but auto-generated captions require manual review before publishing. TikTok, Instagram Reels, YouTube Shorts, and LinkedIn Video all offer auto-caption tools, and all of them produce errors that can confuse or mislead users who rely on captions.
There are also two caption formats to be aware of: open captions are burned into the video and always visible, while closed captions can be toggled on or off by the viewer. Need accurate, compliant captions for your social videos? See AudioEye's closed captioning solution.
WCAG criterion to follow: WCAG 1.2.2 Captions (Prerecorded)(opens in a new tab)
Add Video Descriptions
Audio descriptions are needed when key visual information in a video is not communicated verbally. If a presenter points to a chart without describing it, or a product demo relies entirely on what is shown on screen, users who are blind or have low vision will miss that information entirely. Include an audio description track or write a concise description in the post's text field covering what the visuals communicate.
WCAG criterion to follow: WCAG 1.2.5 Audio Description (Prerecorded)(opens in a new tab)
Provide Consumable Transcripts
A clean transcript supports comprehension for longer video series or podcast episodes. Aim for clear, proofed copy and add visual descriptions where the content relies on what is shown rather than what is said.
WCAG criterion to follow: WCAG 1.2.3 Audio Description or Media Alternative (Prerecorded)(opens in a new tab)
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.
WCAG criterion to follow: WCAG 2.3.1 Three Flashes or Below Threshold(opens in a new tab)
Pause, Stop, and Loop Controls
Not all movement is bad — animation and looping video are fine to use as long as users have control over them. Limit loop counts or provide a visible pause option for any animation or video, including GIFs.
WCAG criterion to follow: WCAG 2.2.2 Pause, Stop, Hide(opens in a new tab)
Turn Off Autoplay
Let users choose when to start video and audio. Autoplay can disorient screen reader users mid-session and cause real problems for users with hearing loss who have their device volume turned up in a public setting. Always default to click-to-play.
WCAG criterion to follow: WCAG 1.4.2 Audio Control(opens in a new tab)
Final Pre-Post Review
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 and Format
If they can’t read it, they can’t act on it.
Is the post written in plain language at roughly an 8th-grade reading level?
Are sentences short and free of unnecessary formatting hacks like blank spaces or tabs?
Do hashtags use #camelCase or #PascalCase?
Are emojis used sparingly and placed at the end of sentences only?
Is ALL CAPS avoided throughout the post copy?
Images and GIFS
Don’t let screen reader users miss out.
Does every non-decorative image have alt text written in the platform's native alt text field?
Does the alt text describe what the image shows and why it matters in context, without starting with "Image of" or "Picture of"?
Does all text within images meet a color contrast ratio of at least 4.5:1 (WCAG 1.4.3)?
Do any GIFs stop after 5 seconds, or include an option to pause? Are they free of rapid flashing (WCAG 2.3.1)?
Video & Audio
Structure = usability.
Is every video captioned, and have captions been proofed by hand rather than published straight from auto-generation?
Is a video description or transcript included for longer or more complex media?
Does the post avoid flashing content between 2 and 55Hz?
Is autoplay disabled so users choose when to start media?
Links and Navigation
Consistency and clarity.
Do all links use descriptive anchor text that makes the destination clear out of context?
Is "click here" or any other generic link text avoided?
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