There’s one thing that still surprises me – how many businesses overlook the importance of accessibility in their social media marketing strategies.
Sure, it’s easy to get caught up in the latest trends and hashtags. But let me tell you, accessibility is not a trend – it’s a fundamental part of marketing that shouldn’t be ignored. Today, I want to dive deep into the topic of accessibility in social media marketing and explain why it’s crucial to your success.
But before we get started, let me clarify what I mean by accessibility. Simply put, accessibility means making your content available and understandable to everyone, regardless of their physical or cognitive abilities. This can include things like providing captions for videos, using alt text for images, and using clear and concise language in your posts.
Now, you might be thinking, “Why does accessibility matter? My target audience doesn’t include people with disabilities.” But the truth is, accessibility benefits everyone – not just people with disabilities. Let me explain why.
First and foremost, accessibility helps you reach a larger audience. According to the World Health Organization, approximately 15% of the world’s population – over 1 billion people – have some form of disability. By making your content accessible, you’re opening up your brand to a huge audience that may have previously been excluded.
But accessibility isn’t just about reaching a larger audience – it’s also about creating a better user experience for everyone. For example, adding captions to your videos not only makes them accessible to people who are deaf or hard of hearing, but it also makes them easier to understand for people who are watching in a noisy environment or who speak a different language. Similarly, using alt text for images not only helps people with visual impairments, but it also makes your content more searchable and discoverable on social media.
But don’t just take my word for it – let’s look at some data. According to a study by WebAIM, 98% of websites have at least one WCAG 2.0 failure – that’s the Web Content Accessibility Guidelines set by the World Wide Web Consortium (W3C) to make web content more accessible. In other words, most websites aren’t fully accessible. And that’s a problem, because not only are you potentially excluding a huge audience, but you could also be opening yourself up to legal liability.
In fact, there have been a number of lawsuits in recent years against companies that failed to make their websites accessible. For example, in 2017, a blind man sued Domino’s Pizza because he couldn’t order a pizza online using his screen reader. The case eventually made its way to the Supreme Court, which declined to hear the case – effectively affirming that websites must be accessible under the Americans with Disabilities Act (ADA).
But it’s not just websites that need to be accessible – social media platforms are just as important. After all, social media is where many people spend a significant portion of their time online. In fact, according to a report by Hootsuite, the average person spends nearly 2.5 hours per day on social media. That’s a lot of time to potentially exclude people with disabilities from your content.
So, what can you do to make your social media marketing more accessible? Here are some tips to get you started:
Add captions to your videos. This is perhaps the easiest and most effective way to make your videos accessible. Most social media platforms, including Facebook, Instagram, and Twitter, have built-in captioning tools that you can use. If you’re posting a video on YouTube, you can use their automatic captioning feature – just make sure to double-check and edit the captions for accuracy.
Use alt text for images. Alt text is a description of an image that can be read by screen readers, allowing people with visual impairments to understand what the image is about. Make sure to use descriptive alt text that accurately conveys the content of the image.
Choose accessible color combinations. Color contrast is important for people with visual impairments, so make sure to choose colors that have a high contrast ratio. There are online tools available that can help you check the contrast ratio of your color choices.
Use clear and concise language. Avoid using jargon or complex language that may be difficult for some people to understand. Keep your messaging simple and straightforward.
Provide alternative formats. Consider providing alternative formats for your content, such as a transcript of a podcast or a PDF of an infographic. This allows people who may not be able to access the original format to still engage with your content.
By implementing these tips, you can make your social media marketing more accessible and inclusive. Not only will you be opening up your brand to a larger audience, but you’ll also be creating a better user experience for everyone.
But don’t just stop at these tips – continue to educate yourself and your team on the importance of accessibility. Attend conferences and webinars, read articles and books on the topic, and seek out experts in the field. By making accessibility a priority in your marketing strategy, you’ll not only be doing the right thing, but you’ll also be setting your brand up for long-term success.
In conclusion, accessibility matters in social media marketing – and it matters for everyone. By making your content accessible, you’re opening up your brand to a larger audience, creating a better user experience, and potentially avoiding legal liability. So, don’t skip accessibility – make it a fundamental part of your marketing strategy.