Social media is one of the most powerful tools departments use to share news, celebrate achievements, and build community. It’s also one of the most consistently inaccessible corners of institutional communication. The good news is that most major platforms now have built-in accessibility features, and the habits that make social media accessible also tend to make it more engaging for everyone.
Note: The availability of some accessibility features depends on whether you are using the mobile application or a desktop/browser.
1. Write Alt Text for Every Image You Post
Alt text on social media works the same way it does everywhere else: it describes an image to someone who cannot see it. Write a descriptive sentence about what the image shows and why you’re posting it.
Most major platforms now support alt text -- you just have to use it.
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On Facebook: When composing a post with an image, click the three dots (…) on the photo and select “Edit alt text.”
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On Instagram: Before posting, tap “Advanced settings” at the bottom of the caption screen and select “Write alt text.”
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On LinkedIn: After uploading an image, look for the “Alt text” option before publishing.
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On X: Tap the image after uploading and select “Add description” before posting.
Note: If a platform doesn't support native alt text (like TikTok), write a brief visual description directly at the bottom of your post caption.
2. Caption Your Videos
Video content without captions excludes users who are deaf or hard of hearing, and also anyone watching without sound, which is a significant portion of social media users. Most platforms generate auto-captions.
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On Instagram and Facebook: Auto-captions are generated for Reels and videos.
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On LinkedIn: You can generate captions, but uploading a caption file (SRT format) when posting a video will be the most accurate.
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On YouTube: Auto-captions are available, and can be corrected via YouTube Studio.
Consider burning captions directly into the short-form videos (e.g., TikTok-style content) before posting, so they appear for all platforms. Regardless of how you add captions to your social media videos, they should be accurate for your audience.
3. Provide Essential Text Outside of Images
Graphic design tools make it easy to create visually striking images with text overlaid for event announcements, quotes, and infographic-style posts. But text embedded in an image cannot be read by a screen reader, cannot be resized by users with low vision, and is not searchable.
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If your graphic includes essential information (event name, date, location, deadline), repeat that information in the post caption or body text so users with screen readers will have access to the same information.
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Use high-contrast text on image graphics. Light text on a light background or dark text on a dark background is hard to read for everyone, not just screen reader users. If you use a color contrast checker, aim for a ratio of at least 4:5:1.
4. Use CamelCase for Hashtags
Screen readers rely on capital letters to distinguish individual words. Without capital letters, hashtags are read aloud by screen readers as a single string of text: #digitalaccess becomes “digitalaccess” becomes one undifferentiated word. CamelCase (capitalizing the first letter of each word in a hashtag) allows screen readers to identify and announce each word separately.
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Write #DigitalAccessibility instead of #digitalaccessibility.
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Screen readers translate “umbc” to “uhm-buck” when they read out loud. If you want accuracy, use hyphens between the letters: “U-M-B-C”
This is a small habit that makes hashtags more readable for everyone -- including sighted users scanning a post.
5. Write and Format for an Inclusive Audience
Consider all of your audience when preparing and publishing your social media posts.
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Keep emojis to the end of your posts rather than bullet points or in the middle of your sentence. Screen readers will read aloud the exact text description, which will break up the flow of your post.
- Avoid using external font generators to create styled text on platforms like Instagram and X. Words written in these fonts cannot be read by screen readers, and many are difficult to read by visual users as well.
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Write with clear and simple language, and avoid unnecessary jargon and idioms to support users with cognitive or language-processing disabilities.
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When adding links to posts and bios, include context and clear labels so your readers know where the link leads. For example, “Learn more about our summer accessibility training series” or “Request support” instead of a short URL.
Social media accessibility is an ongoing practice, not a one-time fix. Building these habits into your regular posting workflow means every post you share is reaching your full audience.
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Tips and strategies adapted from “Accessible Social Media” training (2026), prepared by the Maryland Assistive Technology Program, and "Social Media Accessibility Guidelines" (n.d.), prepared by UMBC's University Communications & Marketing team.