Alt text is one of the most misunderstood and most neglected elements of social media content.
It is often framed as a technical requirement, a compliance checkbox, or something only relevant to a small subset of users. As a result, it is routinely skipped, auto-generated, or written as an afterthought.
This approach misunderstands what alt text actually does, and why it matters commercially.
Alt text is not an accessibility add-on. It is a content quality signal that affects reach, comprehension, and trust.
Alt Text Is About Context, Not Compliance
At its simplest, alt text provides a written description of an image for people who cannot see it clearly or at all. This includes blind and partially sighted users, but also people using screen readers, text-only displays, or experiencing temporary visual limitations.
On social media, where content is consumed quickly and often without sound or perfect conditions, context determines whether a post lands or disappears.
Alt text ensures that when the image carries meaning data, text, tone, or intent that meaning is not lost.
For example, a branded graphic that reads “Accessible social media is a business imperative” is not decorative. Without alt text, the core message of the post is invisible to some users. With alt text, the message remains intact.
The Performance Impact Most Teams Never Measure
Inaccessible images do not usually trigger complaints. They trigger disengagement.
When users cannot understand an image, they are less likely to pause, interact, or trust the content. This shows up quietly in performance data: lower dwell time, weaker engagement, inconsistent reach.
Alt text reduces this friction by making content usable to more people in more situations.
From a social media management perspective, that matters. Because performance is not just about what you publish, it is about who can actually access it.
Alt Text and Discoverability: The Overlap Brands Miss
Social platforms increasingly behave like search environments. Content is categorised, interpreted, and surfaced based on clarity and relevance.
Alt text contributes to this by reinforcing what an image contains and why it matters.
When written properly, it:
Supports semantic understanding of content
Reinforces key themes without keyword stuffing
Improves consistency across platforms and formats
This is particularly important for brands repurposing content across blogs, newsletters, and social channels. Alt text helps maintain meaning as content travels.
Why Auto-Generated Alt Text Falls Short
Many platforms now offer automatic image descriptions. While useful as a baseline, they are not sufficient for professional content.
Auto-generated alt text often identifies objects, but misses intent.
It might recognise a “person at a laptop,” but it will not explain that the image represents digital strategy, content creation, or a brand’s expertise. It will not capture embedded text, tone, or context.
Relying on automation for alt text is equivalent to relying on it for captions. It removes intent, and intent is what makes content effective.
What Good Alt Text Actually Looks Like
Good alt text is:
Descriptive without being verbose
Neutral in tone
Focused on meaning, not aesthetics
Written for people, not algorithms
For example, instead of describing clothing, colours, or irrelevant background details, effective alt text describes what the image communicates in the context of the post.
If an image contains text, that text should always be included. If the image supports an idea, that idea should be made clear.
This is not about over-engineering. It is about clarity.
Alt Text as a Signal of Brand Maturity
Audiences may not consciously praise good alt text, but they notice its absence.
For disabled users in particular, missing or poorly written image descriptions signal that accessibility was not considered at the point of creation.
Over time, this shapes perception.
Consistent, thoughtful alt text communicates professionalism, care, and attention to detail. It signals that a brand understands digital communication beyond surface-level aesthetics.
Making Alt Text Part of the Process
The most effective teams do not treat alt text as an add-on task.
They write it alongside captions. They review it during content checks. They include it in publishing standards.
When alt text is embedded into workflow, it becomes fast, habitual, and reliable.
Alt Text Is a Choice About Who You Expect to Engage
Every piece of content makes an assumption about its audience.
Including alt text is a simple way of saying: we expect disabled users to be here too.
That expectation changes how content is made, and how it performs.
Alt text is not about ticking a box. It is about ensuring your message survives the format it is delivered in.
How to Add Alt Text on Major Social Platforms
Making alt text part of your workflow only works if teams know where to add it. While the principles of good image descriptions are consistent, the mechanics differ slightly by platform.
Below is a practical overview for the three platforms most brands use.
How to Add Alt Text on Instagram
Instagram allows you to add custom alt text at the point of publishing — but the option is not always obvious.
When creating a post:
Upload your image(s) as usual
On the caption screen, select Advanced settings
Tap Write alt text
Add a clear description for each image
Save and publish
Alt text can also be edited after publishing by selecting Edit on the post and returning to Advanced settings.
Best practice:
Write alt text for each image in a carousel individually. Do not rely on Instagram’s auto-generated descriptions without reviewing them.
How to Add Alt Text on Facebook
Facebook supports alt text for images on both personal profiles and Pages.
When creating a post:
Upload your image
Select Edit photo
Choose Alternative text
Select Custom alt text
Write your image description and save
Facebook may auto-generate alt text by default. This should be replaced with a custom description for branded or informational content.
Best practice:
Always check auto-generated alt text. It frequently misses context and embedded text.
How to Add Alt Text on LinkedIn
LinkedIn offers one of the most straightforward alt text workflows, making it easier to integrate into professional content routines.
When creating a post:
Upload your image
Select Add alt text (appears as a small link on the image preview)
Enter your image description
Save and publish
Alt text can also be edited after posting by selecting Edit and updating the image.
Best practice:
If your image includes text (such as a headline or statistic), ensure that text is fully included in the alt text.
A Final Note on Consistency
Alt text does not need to be perfect. It needs to be present, accurate, and intentional.
When teams know where to add it and treat it as part of standard publishing, rather than an optional extra, accessibility becomes routine rather than reactive.
And that is where it starts to scale.
