Content
Copy and Formatting
Limit emojis, symbols and special characters
Screen readers read out the name of each emoji or decorative symbol, adding confusion if used too frequently. Use emojis sparingly and avoid using them to replace words, as bullet points or in the middle of content. You can check the emoji descriptions that will be read out on emojipedia.org.
Consider hashtag use
Avoid overusing hashtags in copy or putting groups of hashtags at the end of a post (screen readers will read it in full). Hashtags should be written in camel case — where each new word is capitalized — for added clarity for screen readers.
Correct: #ImAHusker or #GoBigGrad
Incorrect: #imahusker or #gobiggrad
Format posts appropriately
Do not use stylized fonts (i.e., text generators that provide bold, italic or otherwise non-standard text) in your posts. Only use the text and formatting options available in the platforms.
Use line breaks to break up long blocks of text for increased readability.
Reformat links
Long links should be shortened using the university's Go URL system or another link shortening service.
Static Imagery
Add alternative text
All images and graphics must have alternative text added across every social media platform. Though not static, gifs also require alt text when being uploaded. Alt text should be clear, concise and describe the visual details of an image. Including "photo of..." or "image of..." is unnecessary and discouraged. If any text is included on top of the photo — or on a graphic — it must be included in full in the alt text.
Ensure sufficient color contrast
Online tools (like WebAIM's contrast checker) are available to verify that text and background colors meet contrast ratio standards to ensure content is legible. This applies to social media graphics but should also be considered for any digital signage graphics you create as well.
Video
Add captions
All video content must have captions available. Many platforms allow you to upload SRT files that act as closed captions when uploaded. Platforms that don’t offer a place to include an SRT file require open captioning on all video content. Note: Instagram Reels has a captions sticker that can be used when uploading a Reel to add open captions. These captions should be reviewed for accuracy before posting.
Include audio descriptions
Audio descriptions provide an explanation of key visual elements in the video. Currently, YouTube and Facebook allow you to add an audio description file when uploading the video. Threads offers an opportunity to add “alt text” on videos when uploading in the platform and a description of the video should be included there. Include any relevant information in the regular audio track or add it in the caption of the post for platforms (like Instagram or X) that don’t allow you to upload an audio description file.
Instagram Stories
Until Instagram Stories allows you to add alt text to the content you upload, best practice would be to include captions and text descriptions as much as possible on your stories and then post an accompanying regular feed post afterward with proper alt text. The other option is to discontinue use of Instagram Stories entirely until appropriate accessibility measures are added to the product by Meta.
General Note on Platform Use
For social that cannot be made accessible due to platform issues (such as Snapchat), use of the platform should be discontinued until the accessibility measures are added.