Alt text, or alternative text, is a short description of an image that you add to digital content, like social media posts. It’s there to help people who can’t see the image—like those using screen readers—understand what’s in it. On platforms like Facebook, X, LinkedIn, and Instagram, alt text makes your posts more accessible, boosts search visibility, and improves the experience for everyone.

What does alt text do in social media?

Think of alt text as a bridge. It connects your visual content to users who might otherwise miss out. Here’s why it matters:

  • Accessibility: It lets visually impaired users enjoy your posts by having screen readers describe the image.
  • SEO: Search engines use alt text to figure out what your images are about, which can help your posts show up in searches.
  • User experience: If an image doesn’t load (say, due to a slow connection), alt text steps in to tell users what they’re missing.

For a company like Brandwatch, using alt text means reaching more people with tools like Consumer Research or Influence—and that’s a win for both inclusivity and visibility.

How to add alt text on social media

Each platform has its own way of handling alt text. Here’s a quick rundown:

  • Facebook: Click the image, choose “Edit Alt Text,” write your description, and save.
  • X: Add it in the “Image Description” field when you attach an image to a post.
  • LinkedIn: Look for “Add a description” under the image when posting, then type it in.
  • Instagram: When posting, tap “Advanced Settings,” then “Write Alt Text,” and add your description there.

Best practices for writing alt text

Want your alt text to shine? Follow these tips:

  • Be clear: Describe what’s in the image, like “A team brainstorming in a bright office.”
  • Keep it short: Aim for a sentence or two—don’t write a novel.
  • Skip “image of”: Screen readers already know it’s an image, so jump straight to the point.
  • Match the vibe: Make sure the description fits the post’s purpose.
  • No keyword stuffing: Write naturally—don’t cram in buzzwords just for SEo.

For example, if you’re posting a chart from Brandwatch Consumer Research, “Bar chart showing a 20% rise in mentions from January to March 2025” beats “Image of a chart with data.”

Why bother with alt text?

It’s simple: alt text makes your social media better. It opens your content to more people, helps search engines find you, and keeps things smooth when tech fails. As of March 2025, platforms like Instagram are doubling down on accessibility with features like this—Facebook even has auto-alt text you can tweak. For Brandwatch users, it’s a chance to stand out while aligning with what tools like Publish or Engage can do for your strategy.

What to do next

Ready to level up your posts? Start adding alt text today. Try it on Instagram—upload a photo, hit “Advanced Settings,” and write a quick description using our tips. Then, test it with a screen reader (your phone might have one built in). It’s a small step that makes a big difference. Want more? Use Brandwatch to track how accessible content boosts your engagement—it’s all there in the data.