Harnessing the Marketing Power of Alt Text in Social Media

Alt Text, or alternative text, holds remarkable potential for enhancing your online presence and driving marketing success. What is Alt Text? Alt Text is a concise description of images in social media posts, YouTube videos, and even stories. Screen readers used by visually impaired individuals give access to text in a post but cannot describe an image. This is where Alt Text comes in. It ensures accessibility to all when it comes to the graphics of social media.

Using Alt Text Effectively

To optimize Alt Text, be concise with your descriptions while providing contextual information, keeping descriptions under 125 characters to ensure capability across all platforms and devices. When possible, include a relevant keyword or phrase you’re targeting to enhance search engine visibility. Be sure to maintain your brand’s voice and values throughout Alt Text descriptions.

Best Practice For Using Alt Text on Social Media

  1. No matter the platform, your Alt Text should describe the image, providing additional information only if required. For example, if you have a brand ambassador promoting a new beverage, the description should read: “Here is an image of chef Sally Rawlings pouring a glass of Maura Rose Rosé as she sits at her farmhouse kitchen table next to a bowl of her homemade strawberry salad.” Product/promo information would then be found in the post itself.

  2. If your image includes any text, include it in your Alt Text description. An example would be if you post an inspirational graphic, your Alt Text should say something like: “This image shows a blurred background of a family standing in front of their house with the Dolly Parton quote overlayed: “Don’t get so busy making a living that you forget to make a life.”

  3. Emoji? Maybe NoMoji. Screen readers read text as written and read an emoji as its intended description, so what you may mean as a quirky or ironic addition may turn into an unintended message.

Benefits to Your Company

Implementing Alt Text in your social media strategy offers several advantages:

  1. Reach a wider audience, including visually impaired individuals, demonstrating inclusivity and building a positive brand image.

  2. Provide search engines with valuable context, boosting your content's indexing and organic traffic, and improving SEO.

  3. Enable users to understand your posts better, increasing engagement and extending your brand message when shared.

  4. Display attention to detail and professionalism while fostering inclusivity, enhancing your brand's reputation.

Using Alt Text effectively can improve your accessibility, visibility, and engagement on social media. Embrace Alt Text as a valuable tool in your marketing arsenal, tapping into a broader audience and propelling your company forward in the social media world.

Erin Brunner