Social media is a vital part of any marketing plan, but not all pics, memes, and updates are equally accessible to your target audience. In fact, some Facebook and Instagram posts are so out of touch that your channels end up being anti-social rather than the life of the online party. So, what are the keys to keeping your marketing customer-centric? Consider the following:
Focus on Hashtags
In general, simple and short hashtags are a better option than overly long hashtags that seem like they’re channeling a Tolstoy novel. Not only do short hashtags minimize user confusion, but they better integrate with screen readers. If you do opt to use a multi-word hashtag, use capitals to separate the words instead of keeping everything lowercase. Doing the latter can force people to decode your hashtag just to understand what it’s saying. Some customers will take the time to do this, but many won’t.
Consider Font
Most people don’t think about fonts; visions of Times New Roman and Comic Sans probably don’t dance in your head. But fonts can make or break a post because they play into your visual appeal and aid in comprehension.
Specifically, avoid special fonts that might not be captured by screen readers or assistive devices, use in-app fonts when possible, and add line breaks to improve the aesthetics. It’s also a good rule of thumb to avoid capitalizing words unless they start a sentence or represent a proper noun. You’ll avoid confusing your customers and make your high school English teacher proud.
Use Emojis with Caution
Emojis can help your social media posts when used with caution. Of note, refrain from using emojis to replace words and use them to enhance your post, instead. Writing in emojis risks frustrating your audience, forcing them again to decipher a code instead of simply conveying your message.
Double Check Your Image and Video Text
When you post an image to social media, whichever platform you’re using automatically creates a description of that image. Sometimes, this suffices; other times it requires customization. Adding your own copy allows you to control how your image is described. This doesn’t mean you should get creative or use overly flowery language. The best practice is to keep things concise; a picture paints a thousand words…..not the other way around.
If you add captions to your video, make sure you double-check them when using auto-generation. While this is a time-saver, it’s also error-prone. Auto-generation tends to mix up certain words, creating captions that don’t have anything to do with what’s actually being said.
Contrast Your Colors
If you create graphics as part of social media marketing, be sure to choose colors that work for you and not against you. One way to do this is to rely on contrasting hues and solid backgrounds that can make your text pop. Contrasting colors also help your text show up clearly, which directly illustrates your message and makes the graphic easy to read.
When it comes down to it, social media needs to be accessible in order to be effective. And we can help you get there. Give us a shout and we’ll be happy to lend a hand.