University of Wisconsin–Madison

Social media accessibility

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Social media posts created or shared by UW–Madison accounts are required to meet digital accessibility standards and provide equal access for people with disabilities. 

Accessible social media posts are digital content that can be read and understood by everyone. They include descriptions for images, have captions and audio descriptions for video, and use best practices for specific platforms. 

You can make social media posts on Instagram, Twitter/X, Facebook, LinkedIn or other platforms accessible. In this guide, we discuss what to keep in mind when posting to social media. We’ll share general guidelines and best practices, and links to platform-specific information. A checklist is provided for preparing and posting content for social media platforms. 

On this page

Quick tips

1. Learn the fundamentals

You need to follow the same core steps for accessibility regardless of your content’s format. This fundamentals guide gives you the basics to get started.

Fundamentals guide

2. Use the checklist to prepare your post and enhance its accessibility

There are some key steps to follow when preparing content and posting to social media channels. 

3. Keep in mind some common Do’s and Don’ts 

These are common practices and pitfalls creators might face when making content accessible on social media platforms. 

4. Learn about accessibility information and features of the platforms you use 

Learn how to uncover the accessible features and limitations of different social media platforms.

A checklist for posting digitally accessible content

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Images: 

  • Add clear, descriptive alt text (what’s happening, who’s in it, key context). 
    • Some platforms don’t support alt text (Instagram Stories, for example). If that is the case, you should add image descriptions in image captions. 
  • Avoid excessive text on graphics; if needed, repeat it in the caption or alt text. 
  • Ensure color contrast meets accessibility guidelines (use this tool to check). 
  • Avoid images with rapid flashing (>3 times per second). 

Video and audio: 

  • Ensure captions are accurate — review auto‑captions before posting. 
  • Include transcripts for longer audio or video content. 
    • You can upload .srt files to X and .vtt files to Bluesky posts to accompany video and audio. 
  • Add audio descriptions or supplemental text when visuals convey essential meaning. 
  • Avoid video with rapid flashing (>3 times per second) and warn users about any flashing, intense motion, or loud/abrupt audio in your post copy. 
  • Learn more about creating accessible multimedia. 

  • Use plain, concise language. 
  • If using hashtags, use UpperCamelCase (also known as TitleCase or PascalCase) for multiword hashtags (for example: #DisabilityAdvocacy). 
  • Minimize emoji use; if using, place them at the end of sentences. 
  • Avoid ASCII art, which uses text characters and symbols to create images, and fancy text, which is stylized, decorative, or artistic text generated using Unicode characters. 

  • If the platform allows you to hyperlink text, use descriptive text so that a screen reader user gets an accurate idea about the destination or purpose of the link they’re clicking.  
    • Example: Write “Read the full report” instead of “Click here.” 
  • If including a URL, avoid long URLs; use a URL shortener. 
    • UW–Madison has a URL-shortening service for campus: go.wisc.edu. 
  • Label attachments clearly, with details about file type and size (e.g., “PDF, 1MB, 2 pages”). 

  • Preview with dark mode and high‑contrast mode if possible. 
    • Use the accessibility settings on your device to switch between modes.  
  • Test with a mobile device screen reader (Apple: VoiceOver, Android: TalkBack). 
    • Ask yourself: Would someone using assistive technology get the full message? 

Dos and Don’ts 

These are some common practices and pitfalls that creators might face when enhancing the accessibility of content on social media platforms 

An icon that represents an image

Images

Do

  • Ensure sufficient color contrast in graphics
  • Write meaningful alt text that describes the image as it relates to the message 
    • If your image contains text, include that in your alt text or caption, but be aware: Text-heavy images like flyers contain too much text for alt text. Most social platforms limit alt text to fewer than 1000 characters. If you need more than that, consider a more accessible alternative.

Don’t

  • When possible, avoid embedding important or excessive amounts of text inside images 
    • If you do use text within an image, repeat the text in the post copy or alt text
  • Avoid highly decorative, cursive, or thin fonts 
An icon of a play button with caption text below it

Audio and Video 

Do

  • Provide captions in videos 
    • If you use auto-generated captions, review them for accuracy
  • Ensure users have the option to pause looping video 
    • If the platform doesn’t allow users to pause, reconsider whether to post the video

Don’t

  • Don’t rely solely on auto-generated captions
  • Don’t post GIFs with rapid flashing (>3 times per second)
  • Don’t post looping videos that can’t be paused 
An icon that represents a document

Text 

Do

  • Use UpperCamelCase (also known as TitleCase or PascalCase) for hashtags  
    • Example: #OnWisconsin instead of #onwisconsin 
  • Make linked calls to action meaningful  
  • Use link text that explains a destination or action  
    • Example: “Learn more about this program” instead of “Click here” 
  • Use a text label instead of (or in addition to) color in instructions 
    • Example: “Click Subscribe” instead of “Press the green button” 

Don’t

  • Don’t use excessive emojis, especially in the middle of sentences 
    • If you do use emojis, use them sparingly and at the end of the sentence or paragraph
  • Don’t use custom fonts
  • Don’t rely on a color description alone when giving a call to action (“See the red option”)

How to learn more about your audience

Learn more about the various ways people might experience your content on social platforms. Test your content using a screen reader or other assistive technology, and follow accounts that talk about accessibility and share user experiences.

Get help from the
Center for User Experience (CUE)

We partner with you to create accessible, usable and inclusive digital spaces through free evaluations and consultations.

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Center for User Experience