Mencap social media accessibility guidelines

Creating accessible content is a vital part of Mencap’s commitment to ensuring that 1.5 million people in the UK who have a learning disability are seen and included in all aspects of society.

This guide offers practical tips for keeping content accessible across different social media platforms.

Glossary

Alt text: Sometimes referred to as alternative text, is a written description which describes the visual details of an image.
Audio described: A form of narration that describes visual elements of a video, making it accessible to blind and partially sighted people.
Audio led: When a video sends the same message, both audibly and visually.
Camel Case: Capitalising the first letter of each word in a hashtag, to ensure that it’s read properly by screen readers.
Image description: A written description which describes the visual details of an image. It serves the same purpose as alt text, but is placed in the body of a post, after the copy.
Video description: A detailed, written description of a video, describing the visual elements.
Open captions: Text on a video that cannot be turned off and shows all spoken words and sounds.
Closed Captions: Text on a video that can turn on or off and shows spoken words and sounds.

General Guidelines

1. Use Clear and Simple Language

Use plain language that’s easy to understand. Avoid jargon and complex words.
Keep sentences short and clear to ensure readability. 1 or 2 paragraphs.
Aim for larger font sizes in graphics to make text easier to read.
Avoid squeezing too much information into one graphic; use carousels or voice notes if necessary.

2. Alt Text for Images

Include alt text for all images, graphics, memes, and GIFs. Alt text should briefly describe the key visual elements of the image.
Make sure to include any text present in the image as part of the alt text.
Keep descriptions concise.
Avoid filler words and emojis.
Focus on the context and content of the image. For example: " A purple background with white text that says, "Sign up to host your own event”.
Review for typos.

3. Contrast

Use high contrast colours in text and graphics. Text should be easily visible against the background.
Avoid using light text on light backgrounds or dark text on dark backgrounds. Ensure a contrast ratio of at least 4.5:1 for readability.

4. Fonts

Stick to standard, easy-to-read fonts. Fancy fonts while fun to use, may be difficult to read.
Use consistent font sizes and avoid using all uppercase text, as it can be harder to read.

5. Closed Captions vs Open Captions

Closed Captions: Use closed captions where available. Review and edit for accuracy before posting.
Open Captions: Consider using open captions for important or scripted content.
Use white text on a black background for captions as this offers the highest readability.

6. Hashtags

Use CamelCase for hashtags to make them screen reader friendly. For example, use #DoYouSeeMe instead of #doyouseeme.
Limit hashtags to 1-2 per post to avoid clutter and ensure readability.
Avoid using hashtags in the middle of sentences; keep them at the end of the post.
Keep the hashtags relevant.

7. Emojis

Use emojis sparingly. Limit to one or two per post and place them at the end of the sentence.
Avoid using multiple emojis in a row or placing them between words, as screen readers will read out each emoji's full name.
Be mindful of emoji meanings and ensure they align with the intended message. Check EmojiPedia if unsure.

Platform-Specific Guidance

Facebook

Alt Text: Add alt text to every image. Tap ‘edit’ after uploading and add a concise description.
Captions: Use Facebook's auto-caption feature for videos but always review for accuracy.

Instagram

Alt Text: Use “Advanced Settings > Accessibility > Write alt text” to add image descriptions.
Reels: Use the text overlay feature to add captions but ensure a voiceover or auto-captions are used for key content.
Stories: Describe image content in text overlays. For example, "Behind-the-scenes at the Mencap Merry Disco."
Fonts: Use standard fonts and avoid text effects that may not be accessible.

Twitter/X

Alt Text: Click ‘add image description’ and write a clear, concise description of the image.
Hashtags: Use CamelCase for hashtags and keep them minimal (e.g., #InclusionMatters).
Emojis: Limit emoji use and place them at the end of the post.

LinkedIn

Alt Text: Click ‘edit photo’ and add a clear alt text description.
Captions: LinkedIn allows longer video captions, so consider adding a brief text description in the post itself.
Contrast: Make sure graphics have high contrast for readability.

TikTok

Audio: Make sure all content is audio-led or has a voiceover.
Text-to-speech: Use the text-to-speech feature for added accessibility.
Video Descriptions:
Captions: Use auto-captions and check them for accuracy before posting.
Text Overlay: Avoid relying on text overlays alone, as they are not accessible to screen readers. Add voiceovers for key messages.

Recommended Text Size for Social Media Graphics

Aim for a minimum font size of 24 – 30 pt for body text in social media graphics.
For headings and key messages, use a larger font size (40-45 pt) to ensure clarity.
Keep text on graphic to a minimum; use carousels if more information needs to be shared.

Creating Accessible Videos

Audio Descriptions: Include audio descriptions or voiceovers to explain visual elements.
Subtitles: Always add subtitles. Use a standard font (40-48) pt with high contrast (e.g., white text on a black background).
Clear Narration: Use simple and clear language when narrating videos.
Audio Volume: Keep audio clear and without sudden loud sounds. Make sure voices are easy to hear and allow users to adjust the volume as needed.