While low vision is often linked to age-related conditions such as macular degeneration, glaucoma, cataracts, and diabetic retinopathy, it can also be present from birth due to conditions like albinism or optic nerve damage. In the U.S., approximately 6.8% of children under 18 have a diagnosed eye or vision condition, and vision impairment is one of the top 10 disabilities among adults.

With so much of daily life now dependent on digital devices, screen accessibility is more important than ever. In a world where visual engagement is the norm, people with low vision are often left out. As brands increasingly rely on social media for marketing and communication, incorporating accessibility features is essential. Not only does this expand their reach, but it also promotes inclusivity and ensures that digital spaces are accessible to all.

According to the Web Content Accessibility Guidelines (WCAG), low-vision users often encounter challenges like small fonts, low-contrast color schemes, limited magnification options, and incompatibility with assistive technologies. By making intentional design choices and incorporating accessibility features, brands can make their digital content more inclusive.

Alternative Text

Alternative text, or “alt text,” is one of the simplest yet most impactful ways to make content accessible for low-vision users. By adding alt text to images, a written description is provided that screen readers can read aloud, allowing users to understand visual content even if they cannot see it. This feature is especially critical for individuals who are blind.

Images that convey critical information should include clear, descriptive alt text. Conversely, purely decorative images can be hidden from assistive technology and shouldn’t include alt text.

Here are some simple ways to enable and add alt text to the most commonly used social media platforms:

• LinkedIn: When uploading a post with an image, upload the image > select ALT, below the image > enter the alternative text > save
• Instagram: By default, Instagram generates alt text using object recognition, but it can also be customized. On the “Write a caption…” screen, select Advanced Settings > Write Alt Text under the Accessibility section
• Facebook: Like Instagram, Facebook generates automatic alt text, but also allows users to manually add descriptions when uploading images for greater accuracy.
• X (formerly Twitter): Go to Profile > Settings and privacy > Accessibility > Compose image descriptions

Once enabled, custom alt text can be added to each image. When writing alt text, keep descriptions clear and concise, avoiding unnecessary complexity.

Transcriptions

The number of hours per day that U.S. adults spend watching social video content is steadily increasing. In 2024, social video platform users were consuming video content 52 minutes daily, with that number expected to rise to 57 minutes by 2028. While videos typically offer an auditory element, alternative text can provide additional context for viewers by describing key visuals and actions. Adding captions, along with transcripts, and audio descriptions, benefits those with low vision, and creates a more inclusive experience for all users.

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Content Design

It’s important to recognize that the same design elements may be perceived differently by various users. Many people with low vision struggle to distinguish subtle differences between colors and shades, so high contrast helps them more easily differentiate objects from their backgrounds. Common high-contrast color schemes include: white and black, green and white, dark red and white, yellow and blue, and grayscale.

To reduce visual complexity, consider using a solid-colored background and avoid patterns, prints, or stripes, which can make it more difficult to focus on key elements.

One hack the accessiBe design team uses to assess contrast is to take a screenshot of the design or image and convert it to black and white. If elements are hard to distinguish, the contrast ratio should be increased to improve clarity.

When incorporating text into images or videos, the size and style of the text are crucial for legibility. While there is limited research on the comparative readability of fonts, it is generally recommended to use a simple, ordinary typeface with both uppercase and lowercase letters, as this tends to be more readable than italics or elaborate fonts. Sans-serif fonts like Arial, with their clean, simple letter shapes, are ideal. When it comes to font size and spacing, the larger, the better.

Hashtags

Social media continues to grow as a primary source of information, with nearly one in four Gen Z users now preferring to use it for search over traditional engines like Google and Bing.

One feature that helps users find relevant posts on specific topics is hashtags. By categorizing posts, hashtags make it easier to discover and engage with important information. However, if not formatted correctly, hashtags can present challenges for users with low vision.

Because hashtags often lack proper punctuation or spacing, screen readers struggle to interpret and pronounce them clearly. To improve accessibility, it’s essential to capitalize the first letter of each word in a hashtag, also called camel case.

This practice allows screen readers to read each word individually, instead of mispronouncing them as one continuous string. It also makes hashtags more readable when users quickly scan posts and benefits individuals who may have difficulty identifying patterns or relationships between words (such as those with dyslexia or cognitive disabilities).

By prioritizing accessibility in social media content, brands, and individuals can foster a more inclusive digital landscape for users with low vision. Simple adjustments like adding alt text, using high-contrast designs, choosing readable fonts, and properly formatting hashtags can make a significant impact. As digital engagement continues to grow, ensuring that online content is accessible to everyone is not just a best practice, but a necessity. By embracing accessibility, we create a more equitable and user-friendly experience for all.

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