Instagram isn't just about the number of likes anymore. To build a successful brand on the platform, you need to have content that's accessible and inclusive. If this isn't a part of your social media strategy, you lose the chance to engage with a bigger audience. You also miss the opportunity to be a valuable part of society.
Diversity and inclusivity may be big words, but there are concrete steps you can take to create a welcoming space on Instagram. To help you, here's how you can make your images, words, and tone on Instagram more accessible to the different kinds of people in your community.
Craft Clear and Accessible Messages
Every Instagram brand should have a distinct voice, but it shouldn't compromise the accessibility of your messages. Before publishing a post, think about a couple of things first. Will screen readers understand your text? Are you alienating people with learning abilities or those who aren't as proficient in English? Here are some ways to craft accessible text:
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Use Camel Case for Your Hashtags
Capitalizing the first letter of every word in a hashtag prevents any weird screen reader errors. For example, a screen reader might read #Blacklivesmatter as "black live smatter." You can fix this by typing #BlackLivesMatter instead.
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Keep the Emojis to a Minimum
Screen readers describe every emoji you place in a text. Users will hear things like "clapping hands" and "nerdy face with thick horn-rimmed glasses and buck teeth." Imagine how confusing and time-consuming it would be if there were multiple emojis in a sentence. It's best to use a maximum of three per post. Also, never place a call to action after an emoji since text should always come first.
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Place All Mentions and Hashtags at the End
Aside from emojis, screen readers also read punctuation marks aloud. It will be disruptive to your message if hashtags and mentions are placed in the middle of a copy. Instead, put them at the end to get your point across clearly.
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Use Plain and Inclusive Language
You might think slang words make you sound cool or technical terms make you sound smart. But in reality, you might be confusing or alienating your audience. Use plain language that everyone will understand and only include slang or jargon when necessary. In addition, stay away from ableist language and try to use gender-neutral pronouns.
Write Descriptive Captions and Alt Text for Your Images
When you take the time to write descriptive captions and alt text for your images, you're giving visually-impaired users a chance to experience your content the way others do. While Instagram uses object recognition technology that automatically provides alternative text, it's not always accurate. It's still better to customize your descriptions.
How to Write Effective Alt Text for Your Instagram Posts
- Don't include redundant phrases such as "graphic of" or "image of.”
- Don’t include information that’s already in the image caption.
- Be as brief, specific, and accurate as you can when describing the essential aspects of an image.
How to Add Alt Text to Your Instagram Posts
- 1. After you've chosen a photo and have finished editing it, tap "Next."
- 2. Tap the "Advanced Settings" option found below the section where you can connect to other social media platforms.
- 3. You'll find the "Write Alt Text" option under "Accessibility."
- 4. Write an alt text and hit "Done."
- 5. Finish posting your image.
Add Captions to Your Stories and Reels
When you caption your stories and reels, you're making your content more accessible to users with hearing difficulties. You're also engaging those who like watching videos without audio, which is the majority of Instagram users. Fortunately, Instagram has made it much easier to add captions to your stories and reels through their auto-caption feature.
How to Add Automatic Captions to Your Instagram Stories or Reels
- 1. Go to the Stories or Reels camera and either record a video or choose a file you'd like to upload from your camera roll.
- 2. Tap the sticker icon and select the "Captions" sticker.
- 3. Adjust the sticker's placement and select a font and color.
- 4. Read the auto-generated captions before publishing your story or reel.
If you don't have the caption sticker yet, you can always text overlays to describe what's going on in your videos. You can also use a third-party app to generate automatic captions for you.
Use Appropriate Color Contrast Ratios
Most content creators aren't mindful of color contrast ratios, but they make a difference for users with color blindness or low vision. Black text against a white background is your safest bet because this combination has a high 21:1 contrast ratio.
You can also opt for other colors, as long as you meet WCAG's recommended 4.5:1 ratio. Note that this ratio should increase if you're using smaller text. Here are other color contrast tips you can use for your Instagram posts, stories, and reels:
- Avoid yellow and blue or green and red color combinations because they have little contrast and can be difficult to read.
- Users may find it hard to read text placed over an image, so consider using a solid background instead.
- Use a color contrast checking tool to see if you're using the right color combinations for your text and background.
- In addition to colors, use symbols and patterns for graphs or infographics.
To further help visually-impaired users, it's best not to rely solely on colors to get your messages across. Use labels, symbols, and other design elements to help convey meaning. When you have links, for example, you can underline or animate them instead of just coloring them differently from the rest of the text.
Keep up to Date With Instagram's Accessibility Efforts
You can make a continuous effort to update yourself on Instagram's accessibility features. By knowing what tools are available, you can address the needs of your audience.
The Bottom Line
As small as these changes may seem, they set content creators on the right path. When you have accessible and inclusive Instagram content, you create space for every person in your community. That's when you can truly make a difference.
