Social media is designed to connect us. But for many people, it still creates barriers. In my work in digital accessibility, I see how small choices in content can either include people – or exclude them entirely.
Whether it’s missing captions, unclear images, or hard-to-navigate layouts, accessibility is still often overlooked. And when that happens, people are unintentionally left out of conversations that matter. The good news? It’s something we can all improve.
Small changes, big impact
A few simple features can make a huge difference:
- Alt text helps people who use screen readers understand images
- Captions make video content accessible to people who are Deaf or hard of hearing
- Clear, simple language improves readability for a wide range of audiences
These aren’t ‘nice to have’. They’re essential for inclusive communication.
What good looks like in practice
Accessibility doesn’t have to be complicated, but it does need to be intentional. Take alt text as an example.
Alt text isn’t just about naming what’s in an image. It’s about giving context and meaning.
- Poor alt text: “Dog.”
- Better alt text: “Golden retriever lying on a rug with one eye open next to a knocked-over plant and spilled soil.”
The second example tells a story. It helps someone who can’t see the image understand what’s actually happening – not just what’s present.
The same applies to video content. A short description alongside your video can make a big difference:
- What’s happening
- Who’s in it
- Important actions or expressions
- The tone or setting
Captions are just as important. Auto-captions are a helpful starting point, but they often need correcting. A small edit can be the difference between confusion and clarity. Click here to see an example of our video with Jardu.
Why clear, simple language matters
Clear language is one of the most overlooked parts of accessibility – but it’s one of the most powerful. We often write quickly, use familiar phrases, or rely on jargon without thinking about it. But not everyone processes information in the same way.
For some people, complex wording creates a barrier, just as much as a missing caption or unlabelled image does.
Clear language helps people who:
- are neurodivergent
- use screen readers
- read quickly on mobile
- don’t speak English as a first language
It also benefits anyone who just wants to understand your message the first time they read it.
Like AI in accessibility, simple language is powerful, but it needs to be used thoughtfully. The goal isn’t to strip meaning away, but to make sure it’s clear.
For example:
- Less accessible: “We are facilitating improved communication pathways.”
- More accessible: “We’re making it easier for people to communicate.”
These small changes make content feel more human, more direct, and easier to understand.
Where things still fall short
Despite progress, accessibility on social media isn’t consistent. Alt text is often missing entirely, or so vague it doesn’t add value. Captions can be wrong or badly timed. And content is still often designed with a visual-first mindset.
These aren’t always big issues on their own. But together, they create real barriers.
Why it matters for organisations
Accessible content doesn’t just support disabled audiences. It improves the experience for everyone.
Clearer posts. Stronger engagement. Wider reach. It also reflects something bigger: a commitment to inclusion. Because when people can fully access your content, they’re far more likely to connect with it.
Moving from awareness to action
Improving accessibility doesn’t require a complete overhaul. It starts with small, consistent changes.
That might mean:
- Adding alt text to every image you post
- Checking captions before publishing
- Avoiding jargon and keeping language clear and natural
These changes take minutes. But their impact lasts much longer.
Shaping a more inclusive digital space
Social media has the power to bring people together, but only if everyone can take part.
Accessibility shouldn’t be treated as an extra or an afterthought. It should be part of how we communicate from the start. Because when we design content that works for more people, we create something better for everyone. And often, it’s the smallest changes that make the biggest difference.
Want to know how accessible your website is?
Use our free snapshot test for a quick overview of how accessible your website is. For a more detailed audit, email Accessibility-Services@Shaw-Trust.org.uk
Written by accessibility assessor Alan Sleat.
