When we talk about accessible publications, we are talking about an audience of 45 million people.
When we use images in digital media, be it on a website, document or social network, blind people are deprived of the information transmitted through the image. As a solution, there is the so-called alternative text. Alternative text is a description for images that does not appear visually, but is interpreted by screen readers, which are software used by blind people to use their computer, mobile phone, and the web.
Facebook has also come to offer this feature, making it possible to provide a more detailed description of the image without captioning the photo as it appears to everyone. The description provided by the alternate text is read by the screen reader to the blind user.
Instagram has the same functionality that uses artificial intelligence to recognize objects and create a list of components in images. In addition, users can create and add alt text to their photos easily and quickly.
With this new feature, you can include visually impaired people in your Facebook and Instagram marketing strategies. Just describe the content of your images and you can reach and conquer this considerable portion of the population as well.
From the social point of view, conveying the image of a company with social responsibility influences the acquisition and loyalty of customers. After all, many Brazilians consider the social participation of organizations important when consuming goods and services.
Finally, another advantage is providing content to people who often do not have access to it. Creating accessibility on Instagram, Facebook, and even other platforms is a great social contribution your business can make.
Remember that the alternative caption will not appear on your photo and can only be read by mobile accessibility tools
If your content is created in the form of videos, we have two ways to reach the deaf social media user.
Way 1 – Subtitles
Way 2 – Pounds Language
We must bear in mind that not every deaf person was literate in Portuguese, many were born with disabilities and were literate by the Brazilian sign language (pounds).
Video is an even more efficient tool for communicating with deaf than text as it can combine subtitles, Libras translation and the context of the images themselves, which also allow lip reading.
Gilberto Pacheco – Managing Partner of MW Way Network Technology, Communications Director of Skål International, Consultant for Abrajet and Unidestinos.