Think about Screen Readers
- Screen readers work by turning on-screen text and visual elements into synthesized speech or braille output.
- When posting or writing captions, think about how a screen reader will interpret your content.
Use plain language
- Use clear, straightforward language with a logical structure to enhance readability.
Write your hashtags in CamelCase
- CamelCase capitalizes the first letter in each word in the hashtag. For example, in the hashtag #GoBigBlue, the G in go, the B in big and the B in blue are all capitalized. CamelCase allows screen readers to recognize separate words and is easier to read visually.
Use emoticons and emojis appropriately
- Use emoticons sparingly. Emoticons are representations of expressions created through a variety of keystrokes, e.g., ;) They will be read by screen readers as “colon parenthesis” which could cause confusion to your audience.
- Know the descriptions of emojis. Screen readers interpret emojis literally based on their assigned description (e.g. blue heart). Because of this, it can be confusing if emojis are placed between words or in the middle of a sentence, or if emojis are used to replace words.
- Avoid excessive use of emojis. Repeating the same emoji multiple times can be distracting for some users.
- Avoid using emojis in place of bullet points. Using emojis as bullet points in a social media post can cause confusion when a person using a screen reader encounters the message. You should use true bullet lists in your message when possible.
Avoid special fonts
- Many decorative fonts are not readable by screen readers, and all caps can be difficult to read for users with dyslexia.
- Using third-party sites to generate stylized fonts (like 𝓬𝓾𝓽𝓮 𝓼cript or 𝗕𝗢𝗟𝗗 serif text) breaks screen readers. The software reads these characters by their mathematical Unicode names rather than text.
Provide alt text for images and graphics
- Most social media platforms allow alt text for images, ensuring screen reader users can understand visual content.
Use video captions and transcripts
- All videos should include accurate captions and, where possible, provide a linked transcript for additional accessibility.
Avoid Text Art
- Text Art, or ASCII art, is when you create art or pictures from keyboard symbols. If you create Text Art as your social media post, screen readers will read each character individually.
Use sufficient color contrast
- Use text and background color combinations that provide adequate contrast, enhancing readability for users with visual impairments. Text should maintain a minimum contrast ratio of 4.5:1 against backgrounds for readability.
Host Accessible Live Streams
- Enable live captions, provide a summary or transcript afterward, and ensure that video players support keyboard navigation.
Limit animated and auto-playing content
- GIFs and auto-playing videos should either have a pause option or be used sparingly to avoid sensory overload.
Text Only Posts (No images or video)
Required
- Use plain language and short sentences
- Write clearly and avoid unnecessary jargon
- Use CamelCase for hashtags
Example: #UKResearch not #ukresearch
- Avoid excessive emojis
Best practice
- Put hashtags at the end of the post
- Keep URLs short and readable
- Use descriptive link text (avoid “click here”)
Image Posts and Graphics
Required
- Add alt text for every image when the platform allows it
- Alt text must describe what matters in the image, not just decorative details
- If text appears in the image, that text must be included in the alt text
- Avoid image only flyers with dense text
Alt text tips
- One or two clear sentences
- Describe people, actions, objects, and context
- Skip phrases like “image of” or “graphic showing”
If the platform does not support alt text
- Include a brief image description at the end of the caption
If the image is complex and alt-text is not enough to convey the message
- Include a brief image description at the end of the caption
- Example: a chart or graph depicting data
Video Content (General Rule)
This applies to all videos, including Reels, TikToks, Shorts, Stories, and feed videos.
Always required
- Accurate captions for spoken content
- Captions must be reviewed and corrected if auto‑generated
- Specify who is speaking in the captions
- On‑screen text must be readable with strong color contrast
- Avoid flashing content (no more than three flashes per second)
- What counts as “flashing” (practically)
- Treat it as flashing risk if you have:
- Strobe / rapid on-off effects (lights, camera flash effects, “glitch” transitions)
- Fast cuts that alternate bright/dark frames or hard-contrast frames
- Animated stickers/GIFs that “blink” rapidly
- Filters that pulse brightness or invert colors quickly
- What’s usually safe
- Normal motion (pans, zooms) without rapid brightness changes
- Slow fades/dissolves
- Decorative GIFs that move but don’t blink rapidly
- If the video does not have audio that can be captioned to describe what’s happening, include a visual description at the end of the caption
- Example: [Visual Description: A smiling man in a blue button-down shirt is seated at a clean, white desk in a brightly lit office. He faces the camera and speaks. Graphic on screen: "Direct Deposit Setup." On-screen text introduces the steps sequentially as he talks.]
Recommended
- Provide a transcript for longer, instructional, or high‑impact videos
- Keep captions open (burned in) on platforms and also upload an SRT file on platforms that allow it
- Facebook, X, LinkedIn and YouTube allow SRT file uploads
Videos Set to Music Only (No Spoken Audio)
Examples:
- Campus beauty shots
- Event recap montages
- Athletics hype videos
Required
- Confirm there is no spoken content
- Add accurate alt text or caption text describing what happens in the video
- Ensure important meaning is not communicated only through visuals
Captions
- Not required if there is truly no speech
- Do not add captions like “[music playing]” unless the music is meaningful to understanding
Best practice
- If the video communicates key information visually, add brief descriptive text in the caption
Videos Using Trending Audio or Voiceovers
Examples:
- TikTok trends
- Reels using popular audio clips
- Voiceover storytelling
Always required
- Accurate captions for all spoken words, even if the audio is trending
- Captions must match what is actually said, not paraphrased
- Review and fix auto‑captions before posting
Important
- Trending audio does not exempt a video from caption requirements
- Captions must include meaningful background audio if it affects understanding
Audio Descriptions (When and How)
When audio descriptions ARE needed
Provide audio descriptions when:
- Important visual information is not conveyed through spoken audio
- The video relies heavily on visuals to understand meaning
Examples:
- Demonstrations
- Data visualizations
- Tours showing visual details not verbally explained
When they are NOT usually needed
- Casual talking head videos where the speaker explains everything verbally
- Simple social content where visuals are decorative only
How to add them
- Best option: Build visual descriptions into the script or voiceover
- Alternate option: Create a separate audio described version for highly visual videos and link to it
- Do not rely only on captions for visual meaning
Livestreams
Required
- Enable live captions whenever possible
- If live captions are not available, add captions or a transcript as soon as possible after
Recommended
- Post a written summary or transcript with the replay
- Share key information in text outside the video
Audio Only Content (Podcasts or Sound Clips)
Required
- A full transcript is required
- Transcript must include spoken dialogue and meaningful sounds
What Is NOT Required (But Often Confused)
- Fixing old social media posts created before April 24, 2026
- Separate transcripts for every short social video with accurate captions
- Captioning silent, decorative motion graphics that contain no meaning
- Accessible versions must still be provided if someone requests them.
Final “Before You Post” Quick Check
Before publishing, confirm:
- Captions are accurate
- Images have alt text
- Visual meaning is not lost without sound
- Trending audio is captioned
- Text is readable and clear
- No accessibility barriers were introduced by design choices
Instagram and Facebook Stories
Because Stories do not currently support traditional "Alt Text" in the same way posts do, you must use "Open Accessibility" methods—where the accessibility features are visible to everyone.
1. Video Stories: Captions are Mandatory
Every Story with audio (talking or meaningful music/sound) must have captions.
- The "Captions" Sticker: Use the native "Captions" sticker in Instagram/Facebook. It transcribes audio automatically.
- Manual Correction: You must tap the text to edit it. AI often misses names like "Wildcats," "Kroger Field," or "Lexington."
- Alternative: If the sticker isn't working or the audio is unclear, use the "Text" tool to write a concise summary of what is being said.
2. The "Text Overlay" Rule (For Images)
Since screen readers cannot "read" an image in a Story, you must provide a text alternative directly on the screen.
- Summary Text: If you post a photo of an event, add a small text box that describes the scene.
- OR you can add the visual description to the caption
- Example: "Photo: Students celebrating at the UK vs. Tennessee game."
- Don't Hide It: Do not try to hide this text by making it the same color as the background or dragging it off-screen. To be compliant, it must be perceivable.
3. Links and Interactive Stickers
- Descriptive Links: If using the "Link" sticker, customize the sticker text. Instead of "Click here," use "Register for Career Fair" or "Read the full article."
- Sticker Placement: Avoid placing interactive stickers (polls, links, questions) too close to the edges of the screen. Users with motor impairments may accidentally trigger the "next story" gesture instead of the sticker.
- Polls/Quizzes: Always ensure the question asked in the sticker is also typed out as a standard text overlay so screen reader users (via accessibility shortcuts) can understand the context.
4. Visual Standards (The 4.5:1 Rule)
- Contrast: Never put white text over a light or busy background. Use the "Background" feature on the text tool (the little "A" with stars icon) to put a solid block of color behind your words.
- Safe Zones: Keep all essential text and stickers within the center of the screen. Avoid the top 10% (where the username is) and the bottom 20% (where the "Send Message" bar sits).
5. Flashing and Motion
- Seizure Safety: Avoid any stickers or filters that flash more than three times per second.
- Static over GIF: If a GIF is purely decorative, it’s fine, but never use a GIF to convey the only copy of important information (like an event date).
6. The "Story Highlight" Protocol
If you save Stories to a Highlight on your profile, they are considered "archived web content" under the new ADA rules and must be fully compliant. If an old Highlight isn't accessible, the safest legal move is to remove it or re-create it with accessible versions.
Pro-Tip for UK Social: Since Stories are hard for some assistive technologies to navigate, a "best practice" for compliance is to cross-post the most important information from your Stories to your main feed or a "link in bio" page that is fully WCAG 2.1 AA compliant.
Do you have a specific Story series (like "Takeover Tuesdays") that we should look at for a dedicated accessibility workflow?