Social media

Social media has become an integral part of our daily lives, connecting people across the globe and providing a platform for sharing ideas, experiences, and information. However, not everyone experiences social media in the same way, and accessibility is an important aspect of ensuring that social media content reaches and engages everyone, no matter their background, abilities or needs.

Under the Disability Discrimination Act 1992 and the Anti-Discrimination Act 1977, NSW Government is required to provide information and services in a way that is accessible and doesn’t discriminate.

Accessible visual content

Images, videos and GIFs

1. Provide alternative text (alt text) that effectively communicates the meaning of non-text elements. While it doesn't need to be an exact replica, the alternative text should convey the intended meaning. For decorative images without informational value, use empty or null alt text by entering two double quotation marks (alt=""). If the images are in documents, you can right-click, go to 'View Alt Text...', and check the 'Mark as decorative' box. 
2. Don’t solely rely on colour to convey meaning, especially in diagrams and charts.
3. Avoid flashing or strobing elements that could potentially trigger seizures in individuals with photosensitivity, such as people living with epilepsy. 
4. Strive for a strong colour contrast between background and foreground colours, aiming for a minimum contrast ratio of 4.5:1 and, ideally, a goal of 7:1. 
5. Avoid posting or resharing images or videos of excessive text, such as screenshots and flyers. If you must post images with text, such as infographics, use larger text and readable fonts, and ensure good colour contrast.

Alternative text for social media

Alternative text helps people who use screen readers to understand what's in an image. It also improves the context of your posts for them. Plus, if an image doesn't load, the alt text is displayed, making sure everyone can still grasp the content. Here are some simple tips to follow:

1. Use short, simple sentences
2. Keep explanations short and objective
3. Write as though you are speaking, verbal explanations often have the right tone
4. Make sure everyone, including people who are blind or have low vision, receives the same information.

If alternative text is unavailable

Currently on some platforms, such as Facebook, you cannot add alt text to GIFs. In cases where alt text cannot be included, it’s important to ensure that any vital information conveyed through an image or GIF is also expressed in the post copy.

While most platforms have incorporated alt text capabilities, it may be necessary to activate this feature in your account settings.

Only several scheduling tools allow the addition of alt text. Therefore, when possible, consider adding alt text after the post goes live or include it during the scheduling or native posting process. This ensures that your content is still accessible to a wider audience.

Accessible videos and audio

When creating video or audio content for social media, it's important to ensure they are accessible for everyone. Follow these guidelines to create multimedia that is inclusive and accessible.

Learn more about best practices for creating accessible audio and videos.

Adding accessible links to your posts

When adding links to your posts, consider the impact on user experience. Follow these guidelines for creating accessible and clear links.

Using accessible hashtags

Restrict the use of hashtags to a maximum of two per post. When using hashtags, capitalise the first letter of each word to improve readability for screen readers. This practice, known as camel case (#AccessibleContent), makes it easier for screen readers to interpret and convey the hashtag.

Using emojis and emoticons

Avoid conveying essential messages using emojis. Screen readers will read emojis appropriately, such as reading 'Grinning face with big eyes.' Avoid excessive use of emojis and insert a space between each emoji. Text-based emoticons like ':-),' which may be read by assistive technology as 'colon, dash, close-bracket.'

Creating accessible post copy

Ensure your post copy follows these guidelines:

• Use plain and inclusive language and aim for a reading age of 12 to 14 years.
• Place hashtags and @mentions at the end of your post to avoid interruptions.
• Be mindful of pronouns on the person you're addressing. Some users might prefer gender neutral language, which you can learn more about through the Australian Government's guidance on gender and sexual diversity.
• Avoid acronyms and unnecessary abbreviations.
• Maintain consistency by using the standard platform font (e.g., Arial, Helvetica) and refrain from copying and pasting text in various fonts. To understand the importance of this, listen to a screen reader reading alternative fonts.
• Refrain from using foreign languages or colloquial words unless, they are proper names, technical terms, or widely accepted in English.

Testing your content

Ensure the accessibility of your social media by conducting usability testing with people with diverse abilities and needs to assess the user experience. This approach not only helps identify potential barriers but also allows for valuable insights and feedback to enhance the inclusivity and usability of your content.

Platform specific guidance

Tailor your content for each platform and ensure it's the right fit before posting. 

Ask yourself:

• will it benefit your audience?
• will it help them grasp government people and processes?

Not all platforms suit every message. Verify that all features and functions on your social media platforms are navigable using a keyboard, as this is important for individuals who cannot use a mouse or touchscreen.

Accessibility guidelines for popular platforms

Resources

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