Social Media

Accessibility in your comms is no longer just a nice thing to do - it’s fundamental in your ability to reach, and engage, the widest possible market for your business. A recent survey found that 92% of respondents believe that brands have a duty to ensure accessible communications.

Considering neuro-inclusion in your social media practices and content is the best way to externally demonstrate your commitment to these communities.

Language

Inclusion is important to consider in your choice of language. Your choices don’t just benefit those in the DDN communities - creating content that is thoughtful, easy to scan, and simple to absorb, benefits everyone.

When writing copy for social media, consider:

Disability-inclusive language

Logic in your format

Being literal - avoid abstract phrases and say what you mean, directly

Short, everyday words

Simple sentences in plain English

Meaningful headings and subheadings

Bullet points over long paragraphs

Need support in accessible copywriting? Try:

Hemingway App

Accessibility on Microsoft Word

Readable

Other AI solutions such as ChatGPT

My friend said, "I'll be there within the hour."

It was 9:30 am. Did she mean by 10 am or 10:30 am? (Still don't have a scooby.)

That's why neurodivergent folk make brilliant copywriters.

A lot of us need clear, direct communication
We might struggle to read in between (ambiguous) lines
We're aware that walls of text won't keep our attention
We know how rubbish miscommunication can be - the disasters it can lead to

So, we try our best to quash any confusion.

Why's that handy? Asking for clarity is inconvenient; customers won't always have the time/will to do it.

- Ellie Perkins, Copywriter

"

Images

avoid busy images (these can be overwhelming and take longer for neurodivergent people to interpret and process)

Avoid text-heavy images

Chose cohesive colour schemes that are not too bright or contrasting (opt for more understated, pastel tones or single-hues)

Use the TPGi Colour Contrast Analyser (CCA) to optimise your visual content

note on: Web Content Accessibility Guidelines (WCAG)

These are international guidelines explaining how to make web content more accessible to people with disabilities. Check it out and see if your social media content complies!

Alt Text

Alt Text (or alternative text) is a brief description of an image that conveys the content and context to those who may not be able to see it or understand it.

Generally, on most apps (X, Instagram, Facebook, LinkedIn), AI automatically generates Alt Text or allows users to input themselves.

Alt Text is important for neurodivergence as it helps people using screen readers to understand the content of images, which can improve their access to, and interaction with, social media content.

Always engage in using Alt Text where you can when posting images on social media.

Be descriptive, remember the importance of context (what is the image being used for?), and, if using AI generated alt text, check to ensure it is properly communicating what is shown.

Videos

Provide captions as standard (easily done in Final Cut Pro X, added on in-house, or use AI-generated ones embedded in social media platforms - but ensure that the subtitles correctly match what is being said)

Consider British Sign Language (BSL) options, where possible (there are AI solutions that make this process significantly more cost-effective)

Use audio descriptions

Introduce (with visual descriptions) each new speaker in a video

Mailing Lists

Ensure there is clear visual hierarchy: prioritise important information and visuals, using meaningful headings and subheadings

Consider a ‘contents’ section at the start of your newsletter

Check whether the mailing list platform you are using (e.g. Hubspot, Mailing Chimp) has accessibility built in, and utilise it (or consider an alternative)