Alt text: Definition and importance
What is alt text?
Alt text (alternative text) is a short, descriptive text that explains the content and function of an
image on a digital platform. It's added to an image's HTML code via the "alt" attribute and is
invisible to typical users but readable by screen readers, search engines, and displays when
images fail to load.
What makes effective alt text?
Effective alt text:
● Is concise but descriptive (typically 125 characters or less)
● Conveys the image's purpose and content
● Includes relevant details without overwhelming
● Uses natural language rather than phrases like "image of" or "picture of"
● Includes relevant keywords organically, not forcefully
● Varies based on context and the image's purpose on the page
Why is alt text important?
1. Accessibility: It makes visual content accessible to people using screen readers or
other assistive technologies.
2. Compliance: It helps websites meet legal accessibility requirements like the ADA and
WCAG guidelines.
3. SEO: It provides search engines with context about images, improving search visibility.
4. User experience: It offers information when images can't load due to slow connections
or technical issues.
5. Inclusion: It demonstrates commitment to making content available to all users
regardless of abilities.
6. Context: It provides additional information that enhances understanding of the content.
How companies and organizations use alt text
1. E-commerce: Describing products with specific details about color, style, and function to
help both accessibility and SEO.
2. Media organizations: Providing context for news images, infographics, and visual
content that conveys important information.
3. Educational institutions: Making learning materials accessible to all students including
those with visual impairments.
4. Social media: Adding descriptions to posts to reach broader audiences and improve
discoverability.
5. Healthcare providers: Ensuring medical information graphics are accessible to all
patients.
6. Government agencies: Meeting strict accessibility requirements for public-facing
content.
7. Nonprofits: Making campaign materials and impact reports accessible to all supporters
and stakeholders.
8. Corporate communications: Ensuring brand materials and investor information are
universally accessible.
Alt text for social media
Social media platforms have increasingly recognized the importance of alt text:
1. Platform-specific features:
○ Instagram, Twitter, Facebook, and LinkedIn all offer dedicated fields for adding
alt text to images
○ Some platforms have automatic alt text generation, though these are often
generic and less accurate
○ Character limits vary by platform (Twitter: 1000 characters, Instagram: 100
characters)
2. Best practices for social media alt text:
○ Be more conversational than technical alt text on websites
○ Include relevant hashtags only if they're essential to understanding the image
○ Describe facial expressions and emotions for images of people
○ Mention brand elements when they're prominent in promotional content
○ For infographics, summarize key data points rather than describing visual
elements
3. Impact on engagement:
○ Posts with alt text can reach larger audiences, including those using screen
readers
○ Some platforms may give preference to more accessible content
○ Alt text contributes to a positive brand image around inclusion
4. Collaborative workflows:
○ Social media teams often develop templates and guidelines specific to their
visual content style
○ Organizations increasingly include alt text requirements in their social media
policies
○ Some scheduling tools now include alt text fields in their posting workflows
Alt text is not just a technical requirement but a fundamental component of inclusive design.
Organizations increasingly recognize that accessibility features like alt text benefit all users and
demonstrate a commitment to diversity, equity, and inclusion principles.