What Are the Best Practices for Creating Accessible Social Media Posts for Parks and Rec?

Think about the last time a program filled up quickly.

Chances are, it started on social media. Sixty-six percent of U.S. adults say social media is their primary source for details on local events. For parks and rec teams, that makes social media one of the most powerful tools for connecting residents with programs and activities.

But not every resident experiences those posts the same way. If a post is difficult to read, watch, or navigate, some residents may never receive the information at all.

And with updated ADA Title II accessibility requirements, social media posts from local governments will need to meet Web Content Accessibility Guidelines (WCAG) 2.1, Level AA standards.

Below are best practices parks and rec teams can use to create accessible social media posts that reach more residents.

How Accessibility Applies to Everyday Social Media Posts

When people hear “digital accessibility,” they often think about websites or government documents.

But for parks and recreation teams, accessibility also applies to everyday social media content, including:

• Event promotions
• Cancellations due to inclement weather
• Program reminders
• Photos from community activities
• Short videos and highlights
• Links directing residents to registration pages

A common misconception is that social platforms automatically make content accessible. While platforms offer helpful tools (like alternative text and captions), those features only work if someone adds the information.

In practice, accessibility becomes part of the publishing process. Small steps during content creation can make a big difference in how easily residents can access and understand a post.

Social Media Accessibility Best Practices for Parks and Recreation Teams

Accessible posts do not require complicated technical work. In most cases, they come down to simple, repeatable workflows when creating and reviewing social content.

Design Posts for Mobile Screens

Most residents view social media on their phones. So, mobile-first design should be a priority for parks and rec posts.

For instance, because of their small screens, mobile users may struggle with fine details, low-contrast text, or tightly spaced elements. Keeping designs clean and uncluttered can make posts easier for everyone to understand.

Simple layouts, clear fonts, and strong color contrast help ensure text remains readable on small screens. Also consider using sufficient spacing and large fonts to improve comprehension.

Write Clear, Plain-Language Posts

Posts should clearly explain what residents need to know or what action they should take. Avoid overly complex or technical language to make it easier for reading comprehension and screen readers.

Instead of relying entirely on an event graphic, include key information in the post itself, such as dates, times, locations, and registration links.

This helps both screen readers and busy residents scanning their feeds.

Add Descriptive Alt Text to Images

Alt text (short for alternative text) allows screen readers to describe an image to someone who cannot see it or has low vision or poor internet quality.

A good description explains what the image shows and why it matters.

For example, instead of writing “kids playing,” a more useful description might explain that children are participating in a youth soccer program at a local park.

Related: 8 Tips, Tricks, and Best Practices for Digital Accessibility

Use Emojis Thoughtfully

Emojis can add personality to a post, but too many can make messages harder to understand. Using them sparingly helps keep posts clear and easy to follow.

Screen readers announce each emoji out loud, often describing it in detail. When multiple emojis are used, this can interrupt the flow of the message and make it harder to understand.

Emojis should support the message, not replace text outright. Avoid using emojis to communicate important information on their own. If an emoji represents something essential (like “registration required” or “canceled”), include text that clearly states the same information.

This helps ensure all residents can understand the message, regardless of how they access the content.

Caption Every Video

Captions make video content accessible for residents who are deaf or hard of hearing. They also help residents who watch videos with the sound off, which is common on social media.

For captions to be effective, they generally follow these guidelines:

• They’re synchronized with their video
• Are at least 99% accurate
• They’re never in the way of important visuals
• Are appropriately capitalized and punctuated
• Include non-spoken information like music, sound effects, and speaker name

Avoid Text-Heavy Graphics

Many parks and rec teams use event flyers or promotional graphics on social media.

But if important details only appear inside the graphic, screen readers will not detect them. Screen readers cannot reliably interpret text embedded in images unless it is provided via alt text or repeated in the caption.

If a text-heavy graphic is a must, repeat the same information in the post’s caption or body text.

Making Accessible Social Media Posts Across Platforms

Most social media platforms include accessibility features such as alt text, captions, and image descriptions. The challenge is that each platform handles those tools a little differently. And they only work if they are added during the posting process.

For parks and rec teams that publish across multiple platforms, understanding where these features exist can help ensure posts remain accessible no matter where residents encounter them.

Facebook

Facebook remains one of the most important platforms for community communication. According to research from the National Recreation and Park Association, 53% of U.S. adults say they hear about local events through Facebook, making it a key channel for promoting programs and activities.

A few simple practices can help make Facebook posts more accessible.

When sharing images, add alt text rather than relying on Facebook’s auto-generated descriptions. These automated descriptions are often incomplete and may miss important details about an event or activity.

Video content should also be reviewed carefully. Facebook automatically generates captions, but they should always be checked and corrected before publishing.

It is also important to include event details like dates, times, and registration links directly in the caption text. If this information appears only in a graphic, some residents may not be able to access it.

For more, consult Facebook’s Accessibility page in their Help Center.

Instagram

Instagram is often used to highlight parks and rec programs visually through photos, Stories, and short-form videos. Because the platform relies heavily on visuals, accessibility features are especially important.

Like Facebook, Instagram allows users to add alt text to images through accessibility settings, helping screen readers describe the image to residents who cannot see it.

For video content such as Reels and Stories, captions should be uploaded whenever possible. While some captions are generated automatically, they cannot always be edited later, so reviewing them before publishing is important.

Parks and rec teams should also avoid decorative fonts or excessive emojis in captions, as these can make posts difficult for screen readers to interpret.

Find additional insights and instructions using Instagram’s Help Center.

LinkedIn

While LinkedIn is not typically the primary platform for promoting recreation programs, it can be useful for sharing updates with community partners, staff members, and local organizations.

Accessibility practices on LinkedIn follow many of the same principles as other platforms. Images should include alt text, and videos should include accurate captions.

When sharing documents such as PDFs, presentations, or reports, those files should also be accessible so screen readers can interpret them properly.

Clear formatting also helps improve readability. For instance, structured posts with headings, short paragraphs, and bullet points are easier for both screen readers and human readers to navigate.

To ask accessibility questions or report an issue, contact LinkedIn’s Disability Answer Desk.

TikTok

Short-form video platforms like TikTok are increasingly used by parks and recreation teams to showcase community activities, highlight programs, and share event recaps.

Accessibility on video platforms starts with captions. TikTok provides auto-generated captions, but they should always be reviewed to ensure names, locations, and program titles are correct.

Teams should also be mindful of visual effects. Flashing or rapidly changing visuals can cause discomfort or trigger seizures for some viewers. The best practice is not to use them at all. But, if such effects are unavoidable, be sure to include a disclaimer before videos stating that there are flash and strobe sequences for photosensitive individuals.

TikTok’s text-to-speech feature can also help make on-screen text accessible by converting written information into narration. When additional context is needed, captions or comments can provide extra details about what viewers are seeing.

Visit TikTok’s Accessibility page to learn more about its accessibility features.

X

On X, Images should include alt text descriptions so screen readers can interpret the visual content. Select “add description” to add alt text for images on X.

Teams should also avoid posting screenshots of text whenever possible. Text embedded in images may not be readable by assistive technology.

As with the other platforms covered, video captions are essential for accessibility. Videos can include captions by uploading caption files (SRT files) to the video.

Another helpful practice is writing hashtags in title case. For example, #SummerCampRegistration is easier for screen readers to interpret than a hashtag written entirely in lowercase.

Check out X’s Accessibility page for additional guidance.

YouTube

YouTube is commonly used by parks and recreation departments to share longer videos, such as program highlights, instructional content, or community event recaps.

Captions are essential for making these videos accessible. YouTube provides auto-generated captions, but they should always be reviewed for accuracy. Uploading a caption file is often the most reliable option.

When a video relies heavily on visual elements, audio descriptions or narration can help explain what is happening on screen. Including transcripts in video descriptions can provide another way for residents to access the information in the video.

Finally, descriptive thumbnails can help residents quickly understand the purpose of a video before they click to watch it.

Find additional answers in the YouTube Help Center.

Creating a Digital Experience that Works for Residents

Accessible social media posts are an important first step in connecting residents with programs and events.

But the resident experience does not stop at the post.

When someone clicks a link to register for a program or learn more about an event, they expect the next step to be just as clear and easy to navigate. If the registration process is confusing or inaccessible, residents may abandon the process altogether. And it may create an accessibility gap.

The accessibility practices covered above, clear captions, alt text, captions for video, and readable graphics, help ensure residents can access information in the first place.

But turning those practices into a consistent publishing routine often requires a simple review process before posts go live. Use the Social Media Accessibility: A Guide and Checklist for Local Governments to review accessibility considerations before publishing your next social media post. Download the eBook to start improving the accessibility of your social media content, reduce compliance risk, and help every resident engage with your content.

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