The Future Is Accessible: Creating an Inclusive Marketing Strategy

Published on September 25, 2023
Author: Caitlyn Huguenel
The Future Is Accessible: Creating Inclusive Social Media Content

Social media has always been a way to stay connected with friends and family, share data and information, meet like-minded people, build a business or platform, find your creative voice, and more—the possibilities are endless.  

Most importantly, it’s been a way to bring people together. But without accessibility best practices, it’s also a way to exclude an entire population of people and keep them from participating or fully engaging in the same content. That’s what makes accessibility in social media so important. 

Back to Basics: What Is Accessibility in Advertising? 

Accessibility is designing and developing promotional content that provide a smooth, inclusive experience for everyone, regardless of their background or abilities.


One billion people—15% of the world’s population—experience some form of disability. 


By 2050, 2.5 billion people are estimated to have some degree of hearing loss. 

1 in 4

One in four Americans live with a disability, often forced to use the Internet less frequently.

Best Practices for Creating Accessible Content 

Add Alt Text to Images 

Use alt text to describe an image on social media that offers vital information that someone viewing the post needs to know. 

  • Keep it short and sweet, but informative 
  • Include SEO keywords, but only if they’re relevant to the image 

Add Closed Caption and Subtitles to Videos

Adding captions and subtitles should be essential to any video marketing strategy 

  • Create high-contrast captions that are visible against the background 
  • Ensure any platform content doesn’t cover up your captions 
  • Go beyond what’s being said. Closed captions are great for extra information or context

Prioritize Inclusivity in Your Images 

By prioritizing inclusivity, you’re helping to ensure everyone in your audience feels included and can relate to your brand. 

  • Be mindful of who’s in your image, and make sure it reflects all your audience’s age groups, backgrounds, and perspectives 
  • Prioritize inclusivity all year round, not just for special holidays or moments 

Use Emojis Wisely 

Emojis have descriptions (like alt text) assigned to them, so it’s important to be mindful of how or where you use them. 

  • Use emojis in moderation. Screen readers will read the description of each emoji, which can make for a tedious user experience 
  • Be mindful of trends that rely on repetitive, overused emojis. (Red flag trend, we’re looking at you) 
  • Avoid using emojis in your profile name, which can be disruptive to screen readers 

Make Your Text Accessible 

With a few easy changes, you can make your text more accessible to everyone in your audience. 

  • Avoid using all caps and be mindful of font style and color 
  • Spell out acronyms in your post first 
  • Present the most important information at the beginning of your post 
  • Format hashtags in “CamelCase,” capitalizing the first letter of each word 

Use Inclusive Language

It’s important to use inclusive language that is respectful and free of bias, discrimination, or exclusionary terms. 

  • Look for offensive language like newly outdated phrases, sayings, or references 
  • Use people-first language. Instead of saying “a disabled person,” say “a person with a disability” 


Why We Do It: The Proof is in the Content 

Making the Internet a more positive experience for all users by creating accessible content can go a long way in encouraging consumers to engage with a brand while also improving recruitment options, employee retention, and helping to build a more positive brand reputation.  

“Logically, the more accessible you make your content, the more people that will be able to access and engage with it, says Alexa Heinrich, Accessibility Advocate and Creator of Accessible Social. “Inclusive best practices can have a direct impact on your communication efforts and affect how many people you reach with your digital content.”

Brands that don’t create accessible marketing content risk losing, alienating, or even completely missing members of their audience. Just think about it—the more people can access a brand’s content and engage with it, the bigger the impact on brand awareness and communication. 


Learn, Earn, and Grow 

Here at AGAIN, we’re determined to help brands like yours connect with its best audiences. Drop us a line at to get started. 

Caitlyn Huguenel

A member of the talented AGAIN creative team—has been an avid writer her entire life. When she's not creating killer content, Caitlyn can often be found with a book and coffee in hand or perusing her local plant nursery for the perfect indoor houseplant.

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