For many people today, social media is the most important source of information. This is precisely why accessibility plays a central role in digital communication. It does not begin with technical solutions, but already with the planning and design of content. Anyone who creates content also determines how accessible information is for different target groups.
With the Austrian Accessibility Act (BaFG), which has been in force since June 28, 2025, and implements the European Accessibility Act, digital accessibility has gained additional legal significance.
Barriers often arise unintentionally in everyday content creation. Images without alternative text, videos without subtitles, or overly complex wording can make content difficult to access for many people. Those particularly affected include individuals with visual, hearing, or cognitive impairments, as well as users who consume content on the go, without sound, or under time pressure.
Even small measures can have a big impact:
Practical steps for greater accessibility:
– Add alternative text to images so screen readers can interpret the content
– Provide subtitles for videos to make them accessible without sound
– Offer transcripts for audio and video content
– Use clear and simple language
– Structure content with paragraphs and bullet points
– Ensure good readability (e.g., sufficient color contrast)
– Use clear and descriptive links
– Limit the use of highly stimulating content (e.g., fast animations)
Emojis and hashtags:
– Place emojis at the end of sentences, not in the middle
– Use emojis sparingly, as they are read aloud by screen readers
– Do not insert hashtags within the main text; instead, list them at the end of the post
Accessibility should not be an afterthought, but an integral part of any content strategy. It improves user experience, expands potential reach, and strengthens inclusive communication. Anyone using social media strategically should consider accessibility from the very beginning.
Written by Alexandra Reiseneder
