Here’s a question that might make you uncomfortable: Can everyone access your video content?
I’m talking about the deaf and hard-of-hearing community, people with visual impairments, those with cognitive differences, and anyone who experiences the web differently than you do.
If you’re not thinking about accessibility, you’re not just missing potential customers—you might be breaking the law.
In today’s Video Lion, I’m going to show you how to make your videos work for everyone, because good business is inclusive business.
Come with me!
The Reality Check
According to the CDC, 61 million adults in the United States live with a disability. That’s one in four adults. If your videos aren’t accessible, you’re potentially excluding 25% of your audience.
But accessibility isn’t just about compliance or avoiding lawsuits—though those are real concerns. It’s about creating content that works better for everyone.
Captions: Beyond the Basics
You’ve probably heard you need captions, but most businesses get this wrong. Auto-generated captions are a start, but they’re often inaccurate, especially with industry jargon, names, or technical terms.
Create accurate, properly formatted captions. This means correct spelling, proper punctuation, and synchronized timing. Captions should appear and disappear naturally with speech patterns.
Include non-speech audio information. [Music playing], [phone ringing], or [applause] help viewers understand the complete audio experience.
Audio Descriptions for Visual Content
If your video includes important visual information—charts, demonstrations, or on-screen text—describe what’s happening.
This helps people with visual impairments understand the complete message.
For talking-head videos, this might be minimal. For product demonstrations or tutorials, audio description becomes crucial.
Color and Contrast Considerations
Ensure sufficient color contrast between text and backgrounds.
This helps people with visual impairments and makes content easier to read for everyone.
Don’t rely solely on color to convey information.
If your chart uses green for “good” and red for “bad,” also use text labels or different shapes.
Cognitive Accessibility
Keep language clear and simple when possible.
Avoid unnecessarily complex vocabulary or industry jargon without explanation.
Provide a clear structure with descriptive headings and logical flow.
This helps people with cognitive differences follow your content.
Include summaries or key takeaways. Some viewers need information presented in multiple ways to fully understand.
Technical Implementation
Upload proper caption files (SRT or VTT) rather than relying only on auto-generated captions, because these will always have typos and mistakes.
Most video platforms support custom caption uploads.
Use descriptive video titles and descriptions to help users understand content before watching.
Ensure your video player controls are keyboard accessible.
Some users navigate entirely with keyboards or alternative input devices.
Platform-Specific Best Practices
Let’s look at some of the best accessibility practices for different platforms:
• YouTube: Upload your own caption files and use detailed descriptions. YouTube’s accessibility features are pretty robust when properly utilized.
• Instagram: Use clear, descriptive alt-text for video thumbnails and include captions directly in your video file since Instagram’s caption options are limited.
• LinkedIn: Take advantage of LinkedIn’s native caption upload feature and write descriptive posts accompanying your videos.
The Business Case
Accessible content often performs better for everyone.
Captions help in noisy environments or when sound isn’t available. Clear structure and simple language improve comprehension across all audiences.
Google favors accessible content. Proper captions provide more text for search engines to index, and this improves your SEO performance.
Accessible videos demonstrate social responsibility, and this influences consumer choices, especially with younger demographics.
Legal Considerations
Here are some legal aspects you should consider.
The Americans with Disabilities Act (ADA) applies to digital content.
Specific video requirements aren’t always clear, but courts are increasingly ruling that websites and content must be accessible.
You can protect your business by implementing accessibility best practices now rather than retrofitting content later when you are under legal pressure.
Making It Sustainable
You should build accessibility into your video creation process from the beginning. It’s much easier than retrofitting content later.
Train your team on accessibility basics. When everyone understands the importance, it becomes part of your company culture.
Start with new content and gradually improve older videos based on their performance and importance.
Accessibility isn’t a checkbox to complete—it’s an ongoing commitment to serving all potential customers effectively.
Every accommodation you make for accessibility benefits someone you might never hear from, but who notices and appreciates your inclusive approach.
That’s it for today. Before you go, don’t forget to give us a like or leave a comment, and, if you haven’t done it yet, subscribe to our channel to stay informed about everything related to video for business.
See you in the next Video Lion!