Accessibility

Social Media Accessibility

Accessibility matters in social media. Social media platforms reach large audiences, including individuals with disabilities. Because social media is constantly evolving, a post that is accessible today may not remain accessible tomorrow. For this reason, accessibility must be integrated into every step of your social media strategy.

 

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Accessibility Services

Need help with social media accessibility?

  • Reportsocial media accessibility issues.
  • Work with the social media team to resolve problems and answer your questions.
Report Issue

Accessibility Standards We Follow

  • WCAG 2.1 AA minimum is the baseline standard for UBalt digital content and navigation.
  • Equal access means our site and platforms should be usable by people with diverse abilities and assistive technologies.
  • Ongoing improvement keeps our website and platforms current through regular review, remediation, and stakeholder accountability.

for all UBalt social media managers

Here you’ll find strategies and how-to guides for common barriers (emojis, captions, links, stories, etc.), so The University of Baltimore’s social media content remains compliant and inclusive.

These guidelines apply to:

  • central and school-level official UBalt accounts (colleges and schools, offices, centers, departments)
  • scheduling and publishing tools (e.g. Hootsuite and Sprout)
  • creative tools (e.g. Canva, Adobe Creative Cloud)
  • recognized student organizations.

Accessibility is not optional; it's required.

Accessible social media ensures that all users, regardless of ability, can engage with your content. This includes, but is not limited to, individuals who:

  • have reduced or no vision
  • are deaf or hard of hearing
  • have limited dexterity (difficulty using a mouse, keyboard, or touchscreen). 

Compliance Notice

All responsible for social media content must adhere to these guidelines. Please direct any questions to the appropriate compliance contact.

 

 

Accessibility compliance

General Standards

All content should follow recognized accessibility best practices wherever technically feasible.

Posts must meet WCAG 2.1 Level AA where technically possible. If platforms limit accessibility options (e.g. Instagram Stories), ensure the same information exists in an accessible format (captioned YouTube video, transcript on website).

When platform limitations restrict accessibility (e.g., Instagram Stories), equivalent accessible alternatives must be provided and linked to, such as a captioned YouTube video or a transcript hosted on a website.

Content creators should consistently consider the following question: “How would this content be accessed by someone who cannot see, hear, or use a mouse?”

Captions

All video content must include accurate, accessible captions. This includes videos made for social media and external platforms, such as YouTube.

Captions should:

  • be at least 99 percent accurate—edit auto-generated captions for accuracy
  • follow standard capitalization and punctuation
  • be synced with the video
  • include dialogue and speaker identification
  • include important non-speech elements (e.g. applause, music, sound effects), where appropriate.

Captions should not be coded into the image itself (also called burned-in or open captions) on videos made for social media. They must be added using the caption tools within each platform (e.g., Instagram, Facebook, X, LinkedIn), so they remain accessible and readable by assistive technologies.

Subtitles are not the same as captions, though some platforms use these terms interchangeably. Subtitles only provide spoken words while captions include sound effects and speaker identifications. Captions are required to meet accessibility standards. 

For platforms that don’t support captioning requirements, you can post a fully captioned version on YouTube or the UBalt website and link to that accessible version from the post, or you can provide a transcript.

Avoid linking to or sharing videos that don’t have captions. 

Live Recordings and Live Streaming

Live recordings and live-streamed content can create accessibility barriers, particularly when real-time captioning is not available.

Whenever possible:

  • ensure live captioning is enabled (either automated or human-generated)
  • provide a captioned recording or transcript after the event for users who could not access the live content
  • limit or avoid live-only content if captioning or accessibility tools cannot be supported.

When live content is necessary, consider pairing it with accessible follow-up materials, such as a captioned video recording, summary post or written recap.

Audio Description for Video

Prerecorded video content must include audio description when important visual information is not conveyed through dialogue or narration.

Audio description ensures that individuals who are blind or have low vision can access essential visual content.

These descriptions apply to important visual information, which includes labels identifying speakers, dates and locations, program names, graphics or charts, instructions and call to actions, and other on-screen text conveying key information. This does not include scenic campus footage, crowd shots or background imagery supporting narration. 

Often, videos address this naturally as the speaker is referencing what is happening on screen. Additionally, closed captions can satisfy certain requirements. 

Ask yourself: If someone can only hear the video and not see the screen, are they missing anything important? If yes, consider narration of the critical information or audio descriptions.

If audio description is needed and cannot be integrated, upload an accessible version to YouTube and link to the accessible version in the caption or bio. 

Social Media Graphics

Social media graphics must follow accessibility best practices, including:

  • providing descriptive alt text
  • ensuring sufficient color contrast
  • using legible font sizes and styles
  • designing visual elements for accessibility.

Alt text

Alt text (alternative text) is a short-written description of an image that screen readers read aloud for people who are blind or have low vision. It should clearly describe the key content and purpose of the image.

Examples:

  • A group of volunteers plants trees in a community park on a sunny day.
  • A young woman sits at a café table using a laptop while drinking coffee.
  • Blue welcome banner with the words ‘Welcome to UBALT’ and simple decorative shapes in the background.

If the same image is used across multiple platforms, the same alt text can generally be reused, if the image meaning and context remain the same.

Some social media tools and platforms will automatically generate alt text, but like with captions, this should be reviewed for clarity and accuracy.  

Avoid linking to or sharing posts that don’t have alt text. 

Color Contrast 

All text/images must meet at least a 4.5:1 contrast ratio. Add solid color backgrounds behind text overlays. Repeat key text in the caption if contrast can’t be fixed.

QR Codes

Avoid QR codes on social media. When QR codes are necessary, provide a text alternative and alt text that describes the code’s function. 

Font Sizes

For readability on mobile devices, 32 points or larger is recommended for key information such as dates, times and locations. At this point size, images scaled down by social media platforms can still be legible. 

Post captions and timing considerations

Emoji Usage

Emojis should be used sparingly and intentionally.

  • Screen readers read emojis aloud literally, which may disrupt comprehension.
  • Place emojis at the end of sentences, not within text.
  • Provide context with words first, followed by the emoji (e.g. Smile 😊 )
  • Do not use emojis to replace essential words or meaning.
  • When tone matters, convey emotion with words first, emoji second.

Scheduling Tools

Scheduling tools (e.g., Hootsuite, Sprout Social) may be used, provided accessibility is not compromised.

If a scheduling tool does not support required accessibility features (such as alt text fields or caption uploads), content creators must take corrective action to ensure the final published content is accessible. Be sure to review the post through the native platform and make necessary corrections. 

Links

Links should be clear, descriptive, and accessible.

  • Avoid vague phrases such as “Click here”.
  • Use meaningful link text that describes the destination.
  • Indicate the type of content, when relevant (e.g., [PDF], [Link], “opens in new window”).

Platform-Specific How-Tos

Each platform offers its own accessibility features, and meeting compliance will require additional steps for each post and post type. See the steps below for adding alt text and captions for Instagram, Facebook, LinkedIn and YouTube.

It's important to note that platforms change frequently, so the process to meet accessibility standards may change and additional features may be made available. In cases where accessibility standards cannot be reached, create an alternative post that is accessible or reconsider the original post. Additionally, some platform features may only be available via the mobile applications, and if available on desktop, steps may differ.

 

Instagram

Adding Alt Text to posts

  • Keep descriptions shorter than 125 characters, when possible.​
  • Clearly describe the scene, objects and any visible text.​
  • Do not begin with Image of or Photo of.”
  • Focus on the purpose of the image within the context of the post.​
  • Stories do not allow alt text/accessibility functions.​​
How to Add Alt Text (On mobile)

New Posts

  1. Begin creating your post and tap Next.
  2. Edit or filter your photo, then tap Next.
  3. Tap Advanced Settings at the bottom of the screen.
  4. Tap Write Alt Text.
  5. Enter your description and tap "Done."

Existing Posts

  1. Navigate to your post.
  2. Tap the three dots or lines in the top right corner.
  3. On the photo, tap the Aa in the bottom right corner to access the alt text window (tagged accounts might obscure this option; in that case, use desktop).
  4. Add or edit your alt text. Tap "Done" to return to the main Edit Info screen.
  5. Tap "Done" to complete the post. 
how to Add Alt Text (on Desktop)

New Posts

  1. Upload your photo.
  2. Click Next until you're on the Create New Post screen.
  3. Click "Accessibility" to show the alt text window. 
  4. Write your alt text, and otherwise complete the post. 

Existing Posts

  1. Open the post. 
  2. Click the three-dot menu (…)
  3. Select Edit.
  4. Click "Accessibility" to show the alt text window. 
  5. Click "Done".

adding video captions

  1. Choose your Reel. Tap the CC icon at the bottom of the screen. ​
  2. Tap the "Edit video" button.​
  3. Make any copy or timing edits. ​
  4. Choose an accessible font size, color/background and location.​
  5. Tap the forward arrow to advance to the next screen. ​
  6. Edit your cover image, add a caption, tag people and make other desired updates.​
  7. When finished, touch "Share".​

FACEBOOK

Adding Alt Text to posts

  • Keep descriptions concise (less than 125 characters).​
  • Describe relevant details and any text included in the image.​
  • Avoid beginning with phrases such as Image of.​
  • Ensure the description reflects the image’s purpose within the post.​​
How to Add Alt Text (on mobile)
  1. Upload an image by selecting the + or media icon to start a post.​
  2. Tap the pencil icon. 
  3. Tap Settings or the gear icon to open a menu with a "Write alt text" option.
  4. Enter a clear description of the image content.​
  5. Tap "Done" and then "Next" to finish the post. 
How to Add Alt Text (on desktop)
  1. Upload an image. Click "Edit".
  2. Click "Alternative text" to open the text field. Enter a clear description in the custom alt text field. 
  3. Enter a clear description of the image content.​
  4. Select "Done" and finish the post as needed before publishing the post.​​

adding video captions

  1. Choose your Video. ​
  2. On the editing screen, tap the CC captions icon. ​
  3. Tap the "Edit captions" button.​
  4. Make any copy or timing edits. ​Choose an accessible font size, color/background and location.​
  5. When done, tap the "Next" button to advance to the next screen. ​
  6. Edit cover image, add a post caption, tag people and make other desired updates.​
  7. When finished, tap “Share now”.​

LINKEDIN

Adding Alt Text to posts

  • Aim for 120-150 characters.​
  • Describe only what is visible without personal interpretation.​
  • Include all relevant text shown in the image (charts, infographics, headlines).​
  • Avoid phrases such as Image of or This is a photo of.”
  • Incorporate relevant keywords when appropriate to support search and indexing.​
How to Add Alt Text (on mobile and desktop)
  1. Upload your image when creating a post.​
  2. Tap the ALT button beneath the image.​ 
  3. Enter a clear and accurate description.​
  4. Select "Done," then publish your post.​​

adding video captions

  1. Add your Video through the Add Media option. ​
  2. On the editing screen, tap the CC icon. ​
  3. If available, upload an SRT file.​ Alternately, toggle on the "Add autocaptions" and "Review captions" options.  ​
  4. Review your captions to make any copy or timing adjustments, asneeded. ​
  5. Add your post caption, tags andmake other desired updates.  ​
  6. When finished, tap "Post"​.

YOUTUBE

adding captions

Be sure to include: ​

  • all spoken dialogue ​
    • match spoken words exactly
    • indicate speaker changes, if not visually clear.
  • descriptions of on-screen text​.
    • use square brackets to identify words that appear on screen but are not spoken
    • keep any on-screen text in the top two-thirds of the screen​ and caption it 
    • indicate any important changes to the music, such as when it starts or stops abruptly, or if the tone changes.
How to Add video CAPTIONS
  1. Go to Manage videos. ​
  2. Find the video you want to edit and select the pencil icon. ​
  3. Click on Subtitles. ​
  4. Edit captions "as text" or using the timings. ​You can also upload captions and add timings. Make sure timings sync with the audio.​
  5. Click the "Done" button. ​

ACCESSIBILITY CHECKLIST

Use this checklist to make sure you've considered the accessibility standards in your post. Prior to publishing, confirm the following:​

  • Alt text has been added​.
  • Hashtags are CamelCase (e.g. #UBaltProud)​.
  • Videos have platform-based captions and, if needed, audio descriptions​.
  • Emoji usage is limited and placed after text.​
  • Text within graphics is limited and duplicated in alt text and captions.​
  • Any links are descriptive​.
  • Wherever accessibility requirements can’t be met, a link to an alternative is provided.​

We Are committed to equal access to web content.

 

For more information on how to file a formal grievance under Section 504 or Title II, please follow the links below for students and outside parties, staff and faculty: