Alt Text: A Necessary Step in Your Just Marketing® Strategy

Alt text is a necessary step in your Just Marketing® strategy. 

But why? 

According to WebAIM, a nonprofit organization based at Utah State University, missing or ineffective alt text is the most problematic aspect of web accessibility.

The gist: Alt text is a short written description of an image that screen readers read aloud, so people who are blind or have low vision understand what’s shown. Add it to every meaningful image you share, focusing on the details that matter for context and including any important words that appear in the image.

Why Do You Need Alt Text?

• Fail-safe: If an image on a webpage fails to load, the alt text will indicate what the missing image was supposed to be. This doesn’t just apply to a faulty display on your side.
  • Example: for people who disable images from displaying in email applications, alt text displays where the image would have shown up.
    
• Accessibility: Alt text is vital for someone who is blind or has low vision and uses assistive technology like a screen reader or text-to-speech program to access digital content because it’s meant to accurately describe images to the user.

A successful marketer will use alt text every time they upload images. This includes:

• Website
• Emails
• Social media

Not only will this help people with visual impairments understand what your image is about, it also helps convey your message faster when the page is slow to load. 

How Do You Add Alt Text?

Alt text is typically typed into a form field within the specific image’s settings on your webpage, email provider, and social media.

When it’s not possible to add alt-text, include descriptive captions. 

Alt text is embedded into the photo and not seen when people view your photos; image descriptions are included as part of your caption. 

Here’s an example of how they are typically formatted: [Image description: a person with a laptop]. 

This will allow someone to visualize your image if, for any reason, they cannot see it.  

It’s always best to add your own description whenever possible.

While some social media platforms use object recognition technology to provide automatic alternative text, there are limits to its reliability. 

Facebook, Bluesky, Instagram, and LinkedIn provide specific fields for you to add alt-text for images and GIFs.

Where Does Alt Text Appear on Social Media?

• On Instagram, screen readers will announce your alt-text after your username and location tag, but before your caption.

• If you’re putting the image description in your caption, most people tend to put it after the content of the caption, but before their hashtags.

How Do You Write Good Alt Text?

Alright, now we know why we should use alt text and how to go about it, but what about how to write it? Read on for tips on how to introduce alt text to your marketing strategy

1.) Be specific and succinct.

Make your text as short as possible while describing the photo, keeping its purpose in mind. 

• Some platforms limit the number of characters you can add for your alt text to around 140 characters – so that is the guideline I recommend for keeping alt text concise.
  
  • You don’t have to describe everything! Leave out descriptions of things in the image that are not relevant for context.
    
    • Example: Imagine someone photobombing a photo of your kids – if the purpose of the photo is to show your children, your alt-text can omit the photobomber. Alternatively, if you’re sharing the photo because you think the photobomber is hilarious, you will want to be sure to describe that in the alt text.
      
• However, make sure you’re describing enough – there’s a huge gap between “Image of a chart,” and something like, “A bar chart illustrates that there has been a year-over-year increase in forest fires, peaking at 100 this year.” 

2.) Decorative or important?

If the image is purely decorative, you can leave the alt-description blank. This is most relevant on websites and/or emails. 

3.) No need for the obvious.

Skip saying “image of” or “photograph of.” Most screen readers prefer you don’t.

4.) Color matters.

Mention color if it is important to understand the image – this can help people who see blurry images differentiate some of the colors they may see.

5.) Share humor.

Descriptive text doesn’t have to be overly formal and should do its best to express what’s funny.

6.) When it comes to describing people:

• It’s okay to use proper nouns and names.
• Only include “extra” identifiers for people (race, gender, ethnicity, etc.) if it’s relevant to the overall context of the image. It also helps, in this instance, to think of your content as a whole. Ask yourself – Is this identifier contextually important? 
• Don’t assume. If you’re describing photos or representations of people, try not to assume anyone's identity.
  • Example: Gender identity. Say ‘a person dancing' instead of ‘a woman dancing'. The exception is if identity is relevant to the meaning of the image.

7.) Watch out for flattened copy.

Flattened copy refers to text on an image. This is seen a lot when people post screenshots of tweets, posts, flyers, PDFs or other digital content. Screen readers may not read this reliably.

• If the image has copy on it that is central to its meaning, make sure you include it in the alt-text or description.
  
• If an image has excessive flattened copy on it (like an official statement or organizational update) link out from the post to a webpage where the full statement is available as readable text, and also add the appropriate alt text to the image.
  
  • Post long statements, policies, etc. on your website and link to them in your posts.
    
  • When you create visuals for this content, limit the text to a single highlight or impactful quote, which you can also include in the alt text or description.

As with anything, it may seem overwhelming and time-consuming when you get started using alt text, but it will become much quicker and easier as you go.

Remember – we’re changing the world here – but we don’t have to do it all at once! Take one step at a time towards making your marketing more accessible and inclusive. 

I promise, soon enough you’ll get the hang of it! 💜

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