The Impact of Inclusive Social Media Content
Most digital marketers focus on optimizing engagement, increasing brand awareness, and meeting their measurable goals when developing a social media strategy. While these are crucial for any brand’s success on social platforms, a great strategy should consider diversity, empathy, and inclusion. Inclusion in social media content is important for any effective social media marketing strategy. Especially as it ensures that your brand message reaches all your target audience.
What is Inclusive Content?
As the name suggests, inclusive content describes any form of media content, be it blog posts, images, or videos, which speaks to a diverse audience without exclusion. For instance, inclusive content shouldn’t divide or hurt a certain audience with blog posts. Images should represent everyone, and content structure, such as fonts and size, should be accessible to as many people as possible.
Understanding the Numbers
Digital marketing experts should design inclusive content for various reasons. Statistics from the WHO show that approximately 2.2 billion people globally are visually impaired. Additionally, more than 466 million are deaf or experience hearing difficulties. This is a significant percentage of the total world’s population. Fortunately, they can benefit from inclusive technologies, such as text-to-speech software, screen readers, and captioning devices.
That aside, someone shouldn’t be permanently disabled to be affected by a lack of social media accessibility. Some people could have disabilities that are;
- Situational disability – caused by specific situations or environments. For instance, someone may have vision troubles at different lighting levels or cannot hear in large crowds.
- Temporary – caused by illnesses or injuries, such as ear infection, bruised eyes, or loss of voice due to flu or a bad cough.
You should consider the above situations when developing your digital marketing strategy. Simply because you have great audio or visual product/service doesn’t mean you shouldn’t consider its accessibility. If there are no efforts to make your content inclusive, some personal experiences may be hindered.
Importance of Inclusivity
Your social media content should be inclusive for various reasons. From a marketing perspective, observing inclusivity best practices makes a lot of sense. For instance, when promoting your products/services, you should focus on engaging many people to increase the percentage of those who convert. Therefore, using inclusive social media content eliminates the possibility of excluding a fraction of your potential audience.
You should also consider social media inclusivity for compliance and legality reasons. Even though there are no concrete legal guidelines requiring businesses to comply with content inclusivity, people can refer to various acts, such as the Americans with Disabilities Act. This law prohibits any form of discrimination due to disability. Employers should also provide reasonable accommodation to all employees with disabilities.
That aside, the Web Content Accessibility Guidelines is the closest legal reference for social media inclusivity compliance. However, even without specific laws currently guarding social media content inclusivity, there are high chances that actual regulations will come in the near future. Therefore, making your social media content inclusive now is better than waiting for future lawsuits.
Above all these, the main reason for implementing inclusive social media content is to show care to your customers, clients, and connections. This includes both potential and current clients or customers. You can show care by ensuring that your social media content is clear, diverse, and widely understandable. With this, you can deliver an equal experience to everyone. Thus, no fraction of your audience will be out of your online conversations.
Social media inclusivity is often ignored despite its contribution towards achieving general marketing objectives. Making your social media inclusive ensures that everyone joins your conversations and feels represented. Remember that effectiveness of social media content depends on the number of people who view and act on it. Rolling out inaccessible content excludes a significant percentage of potential viewers.