Beyond Compliance

If you’ve ever wondered why accessibility is important when it comes to social media, you’re not alone. Many marketers and comms pros are asking the same question – not just from a strategic standpoint, but from a human one. Creating accessible content shows you care about how your current and potential audience experiences your brand online for all users.

Are your posts clear and understandable? Are you unintentionally creating barriers for someone trying to engage with you?

Accessibility is about showing up with intention and making sure no one is left out of the conversation. When you take small, thoughtful steps like adding alt text, using readable fonts, easy-to-read graphics and writing with clarity, you’re helping create a digital space that’s more inclusive for everyone.

In the U.S., accessibility laws largely stem from the Americans with Disabilities Act (ADA), passed in 1990. The ADA prohibits discrimination based on disability and requires businesses to make reasonable accommodations – accessible parking, doorways wide enough for wheelchairs, etc.

Many people assume it only applies to physical spaces. In 2019, a federal court ruled that Domino’s Pizza could be held accountable under the ADA because their inaccessible website and app prevented a blind customer from accessing the same goods and services available in-store. This case helped clarify that digital spaces count too. And that was just one of nearly 3,000 ADA-related digital lawsuits filed in 2019.

In April 2024, the DOJ published new rules updating Title II of the ADA to include clearer accessibility requirements for web content and mobile apps. These changes aim to eliminate the gray area when it comes to digital accessibility and bring enforcement into the present day.

Accessibility isn’t just about staying compliant or avoiding lawsuits. It’s about being making sure your message can reach and resonate with the widest possible audience. And that includes people using screen readers, voice controls, captions and other assistive tech.

The Web Content Accessibility Guidelines (WCAG) from the W3C are the go-to resource for building accessible digital content, including social media graphics, captions and alt text.