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Overview
Digital accessibility ensures that social media content is usable by everyone, including people with disabilities. This article provides best practices and a checklist for employees and students who oversee or manage social media accounts, create or coordinate social media content, or run campaigns or posts on behalf of MSU to ensure posts are accessible and meet federal standards (WCAG 2.1 Level AA) and ADA compliance.
Summary
We are required to make all digital content—including social media posts—accessible to people with disabilities. This means our posts must follow federal accessibility guidelines; the current standards are at WCAG 2.1 Level AA in compliance with Title II of the ADA.
General Resources
Accessibility Review Checklist
Use this checklist before posting content to social media channels. Review content with the following questions in mind. More information on each question is provided in the body of this article.
- Text and Language: Is my text clear, concise and free of jargon and acronyms?
- Links and Hashtags: Does every link tell users what to expect (i.e. [video], [pic])? Are my hashtags in CamelCase (#GoMavs)?
- Images and Graphics: Did I add accurate and meaningful alt text (125 characters or less, no “image of”)? For graphics is text large, high-contrast and not over a busy background? Did I repeat key info (dates, times) in the caption?
- Videos and Audio: Are captions accurate and easy to read (I watched with the sound off and verified the captions make sense)? Did I include audio descriptions or transcripts for essential visuals? Can users control playback (no autoplay)?
- Color and Contrast: Does my content meet the minimum contrast ratio (4.5:1)? Did I check with a contrast tool?
- Fonts and Emojis: Am I using a simple sans serif font (no ALL CAPS or decorative fonts)? Are emojis used sparingly and at the end of the post?
- Platform Tools: Did I enable and use the platform’s accessibility features?
- Final Tests: Does the post make sense with a screen reader? When zoomed to 200%, is everything still readable?
Acronyms
Avoid acronyms when possible; when used, they should be spelled out on first reference.
- Example: The Center for Excellence in Teaching and Learning (CETL) supports faculty members' personal growth in ways that advance social justice and racial equity.
Alternative Text (Alt Text)
Alt text is embedded into images or GIFs to convey the meaning of the image. It makes visual content accessible to people using screen readers and is considered by search engines. Alt text also displays when an image fails to load.
- Should be brief, simple and concise; keep it to 125 characters or less
- Provide key visual details about the image even if it is only decorative
- Example: CSU entrance with a view of the fountain and outdoor tables.
- Avoid using terms like "image of" or "photo showing" in alternative text
- Do not confuse “image description,” which can be longer but does not appear when an image fails to load or impact search engine ratings.
- If you can't add alt text to an image, include a brief description of the image in the body of your post.
Captions for Videos
- All videos that have an audio track must have accurate, readable captions (auto-generated captions must be reviewed for accuracy).
- Use a readable, sans serif font such as Helvetica or Arial at 18-point font size; set the type in white against a black translucent background.
- Use no more than two lines of text at a time and limit each line to a maximum of 45 characters.
- Display the captions in the center of the lower one-third section of the video, except when it blocks important text, such as identification of people in the video.
- Any visual content that is essential to understanding the video that’s not described in the audio must be included in an audio description or descriptive transcript.
- Avoid autoplay or fast transitions; allow each user to start and stop the video as needed.
Color Contrast
Color contrast is the difference between the color of text and the color of the background behind it.
- Text should have a ratio of at least 4.5:1 against its background (3:1 for large text at least 18- or 14-point bold font).
If the color contrast ratio is not high enough, the text, graphic or image can be hard to read. Do not rely on color alone to convey information or meaning and use a color contrast checker to ensure readability.
Emojis
Do not use emojis in place of words, between words or bullets in a list. Use emojis sparingly (fewer than 4 per post) and use them at the end rather than within a post. Don't repeat emojis; emojis have built-in alt text, and the screen reader will read each one.
Fonts
Font choice affects the readability of your social media content.
- Use simple, readable fonts; sans serif fonts
- Avoid script and decorative fonts, especially at small sizes.
- Avoid all caps, some screen readers could read them letter by letter
- Use proper alignment
Formatted Graphics
Adobe Express is the preferred program for designing social media graphics. Both Adobe Express and Canva have accessibility limitations and should be used carefully. When using formatted graphics as social media content, keep all aspects of digital accessibility in mind, including the following:
- Keep text large (16-18 point font) and high contrast.
- Avoid placing text over busy backgrounds
- Repeat critical text in the caption (dates, locations, times, etc.)
- Limit text on graphics; add all content in the graphic description or post if the text is in the graphic.
- Don’t rely on flyers or infographics alone. If you must use them, provide a full text description in the post or link to an accessible HTML version.
Hashtags
Uppercase the first letter of each word in a hashtag.
- Example, use #GoMavs instead of #gomavs.
Hyperlinks
- Let readers know what to expect before they click a link.
- Add a short label at the end of the link—such as [PIC], [VIDEO], or [AUDIO]—to indicate the type of content.
- This helps users decide whether to click and prepare them for what they’ll encounter.
- Links for Instagram:
- Post captions: Instagram doesn't support clickable links in captions. Use a call to action like “Link in bio” to guide users and then link the URL in your bio. Instructions: add a URL to your profile.
- Stories: If eligible, add a clickable link using the “Link” sticker.
Plain Language
Keep your content as short and easy to read as possible, so that all readers can quickly understand the meaning.
- Choose simple words and keep sentences short.
- Avoid jargon, acronyms and industry-specific language.
- Use active voice.
- Break instructions into step-by-step points.
Still Need Help?
For more guidance on creating accessible digital content, visit our Resources section at the top of this article or Designing Accessible Web Content.
The University is actively working to ensure all digital content—including websites, mobile apps, course platforms, and documents—meets WCAG 2.1 Level AA standards in compliance with Title II of the ADA by April 24, 2026. Minnesota State Mankato, and the entire Minnesota State system are committed to inclusion and usability—and it starts with how we build and write every page.