When it comes to developing your online content, it’s important to remember that not everyone is able to consume content the same way. Some may be vision impaired, others may be hard of hearing. By ensuring your content is accessible you can connect with as broad an audience as possible.
What is WCAG?
WCAG stands for Web Content Accessibility Guidelines – developed by the World Wide Web Consortium (W3C), it provides guidelines to make digital content accessible to everyone. Its four core principles form the foundation:
- Perceivable: Ensure that all content, such as images and videos, can be perceived by different senses.
- Operable: Design content that is easy to navigate, such as enabling keyboard-friendly interfaces.
- Understandable: Make sure content is straightforward and predictable.
- Robust: Ensure content works across various technologies, including assistive tools like screen readers.
Compliance is measured at three levels: A, AA, and AAA, with AA being the standard most organizations aim for. As content and social media specialists, our primary focus will be on the “Perceivable” pillar.
Why You Should Care About Accessibility
Accessibility impacts real people and real business outcomes. According to the 2019 Click-Away Pound Report, in the UK alone, the “Click-Away Pound” accounted for £17.1 billion in lost revenue from users with disabilities who encountered barriers online.
The report estimates that 69% of users with access needs will leave a website if it is not accessible, redirecting their spending to competitors who prioritize inclusivity. Moreover, 86% of these users stated they would spend more if websites were easier to use.
Inclusive marketing makes your content welcoming to everyone, boosts engagement, and builds brand loyalty. Consider these stats:
- Over 15% of the global population (more than 1 billion people) has some form of disability (World Health Organization).
- A 2022 study found that 71% of users with disabilities will leave a website or platform that is not accessible (Adobe study).
- Brands that embrace accessibility experience a 20% increase in audience reach (Forrester Research).
The Legal Side of Accessibility
In many countries, digital accessibility is a legal requirement. For example:
- In the United States, the Americans with Disabilities Act (ADA) mandates that digital content be accessible to individuals with disabilities. Failure to comply can result in lawsuits and fines.
- In Canada, the Accessible Canada Act (ACA) sets standards for digital accessibility to eliminate barriers by 2040.
- The European Union enforces accessibility through the EU Web Accessibility Directive, requiring public sector websites and apps to meet WCAG standards.
Non-compliance can lead not only to fines but can damage your brand’s reputation as well. Adhering to WCAG guidelines can helps you avoid these risks and stay compliant.
Best Practices for Social Media
Add Alt Text to Images
Alternative text, commonly called alt is descriptive text added to images that allow those using screen readers to understand the content and purpose of images. It also has the added benefit of improving search engine optimization.
When crafting alt text, be as descriptive as possible to clearly explain the content and purpose of the image. Best practice however is to keep it under 125 characters. Harvard University has an article with more advice: Write helpful Alt Text to describe images.
Alt text is embedded into HTML code for the image. Most major platforms provide the ability to easily add alt text, however if the platform does not allow for this you can add the descriptive text below or beside the image. See the links below for instructions on how to add alt text on the major social media platforms:
Add Captions to Video Content
Captions are on screen transcripts of the audio being played in a video, including spoken dialogue and descriptive text for other sounds such as effects and music. They ensure those with hearing impairments can access and understand the video correctly. It is also helpful to those who may have difficulty with the language or may not understand an accent.
Some platforms like YouTube may try to transcribe the video in real time for those who need captions, but it tends to be inaccurate, so it is recommended that you provide your own captions. There are services that can provide this service for you – however be aware that many use AI and it sometimes misunderstand the words and names used so you should always double-check. Bad captions are just as bad as having no caption, perhaps even worse. Here is how you can add captions to the major video platforms:
· YouTube
· Vimeo
· TikTok
Use Readable Fonts and Contrasts
Accessible fonts are designed to be easily read by a diverse audience, including individuals with visual impairments. Characteristics of such fonts include clear letterforms, adequate spacing, and distinguishable characters. Sans-serif fonts like Arial, Helvetica, Tahoma, Calibri, Verdana, and Times New Roman are commonly recommended for their readability. Consider your audience when selecting you font size – if you have an older audience, avoid smaller font sizes.
Good contrast between the text and the background also lends to the readability. The higher the contrast ratio, the better it is for those with low vision or colour blindness to read under various lighting conditions. WCAG recommends a contrast ratio of at least 4.5:1 for normal text and 3:1 for large text to achieve Level AA compliance. There are a number of online tools you can use to check your colours for compliance. One such tool is colourcontrast.cc, which allows you to enter in your background colour, foreground colour, and select a font to see how it fairs.
The Future is Inclusive
Embracing accessibility in your 2025 digital content strategy is a commitment to inclusivity, innovation, and broader audience reach. Remember, every step towards accessibility helps to create a world where everyone, regardless of ability, can participate fully in the digital experience.
Let’s create content that leaves no one behind. As a social media specialist, I am a passionate advocate for inclusivity in the digital space and am committed to helping brands create impactful, accessible content that reaches and resonates with diverse audiences. Together, we can make social media a space where everyone can participate and thrive. Connect with me on LinkedIn here.