Alt Text 101: Your Guide to Image Description in NZ

Imagine scrolling through Facebook and Instagram to catch up with friends and whānau. There’s a beautiful photo of waves crashing on a beach, cute images of children playing out in the sunshine, and there’s an invite to an event at your local community centre. But you don’t know it’s the beach, you can’t see what the kids are up to and the only information you get from the community centre is ‘image’. There’s no description of the posted photos, so you miss the information people with sight get. That’s where alternative text, also known as ‘alt text’, comes in. 

In a few sentences you can completely transform how someone who is blind, deafblind, or has low vision experiences digital content. This guide will show you exactly what alt text is, why it’s vital for an inclusive Aotearoa, and how you can start using it today – whether you’re a content creator, a business, or just sharing photos with friends. 

What is Alt Text and Why Does It Matter?

Many people who are blind, deafblind or have low vision navigate the digital world using a screen reader. Imagine a tool that reads everything on a screen aloud, turning a website or app into an audiobook. That’s what a screen reader does. Alt text is a hidden description of an image embedded in a website’s or app’s code. It’s not visible to those without screen readers, but it will be read aloud when a screen reader gets to an image. 

It allows people who are blind, deafblind, or have low vision to understand content, get the joke, and participate fully in the digital world. No one wants to miss out on the latest meme or be left out of the event because they can’t find the location, time, or date. 

It also helps improve Search Engine Optimisation as search engines use alt text to understand image content. This is an easy step you can add to drive your marketing and business forward. 

The Art of Writing Great Alt Text: Dos and Don’ts

Describing visual information is a bit of an art, but the rules are simple. The goal is to convey the content and purpose of the image in less than 280 words, although some platforms allow for more than that. You want to think about what information and context the image adds to your post. Alt text can complement your caption for a smooth and informative post. While a caption is a great starting point, it can miss crucial visual information that people who are blind, deafblind, or have low vision may miss. It also means screen reader users don’t know if there’s information in the image they’re missing out on.

If an image contains important text, add it to the alt text exactly as it’s written. No need to start it with, ‘Image of…’ or, ‘Picture of…’ as screen readers automatically announce it’s an image. Instead, jump straight into the description. Make sure you identify who, what, and where to give the ultimate experience. Naming people, places, and objects is very helpful. Tell a story if you can, for example, for the feature image of this page, “An image of a kiwi bird,” can be replaced with, “A kiwi, Aotearoa’s flightless native bird, forages on the forest floor.” This gives context, information, and is interesting to read! In more formal reporting, instead of, “A graph showing rising house prices,” opt for, “A line graph showing the average house price in Auckland rising from $1 million in 2020 to $1.2 million in 2024,” which gives those who can’t see the graph context and information. 

How to Add Alt Text: A Step-by-Step Platform Guide

Now for the practical part. Here’s how to find the alt text field on the social media platforms most of us use every day. Some platforms, like Facebook, use AI to generate automatic image descriptions, but this is often inaccurate or lacks essential context. Writing it yourself is always the best option! 

Facebook:

Adding alt text when uploading a new photo

1. Upload your photo in a post.
2. Hover over the photo and click Edit.
3. Select Alt Text, delete Facebook’s automatic text, and write your own description.
4. Click Save, then finish your post.

Adding or editing alt text on an existing photo

1. Open the photo in the post.
2. Click the three dots (Options).
3. Select Change Alt Text, type your description, and click Save.

 

Instagram:

Adding alt text when uploading a new photo

1. Start a new post and upload your photo.
2. On the New Post screen, click through the customisation options until you reach the final screen before you share. Tap Advanced Settings (at the bottom).
3. Under Accessibility, tap Write Alt Text.
4. Type your description and tap Done.
5. Go back, finish your caption and post as usual.

Adding or editing alt text on an existing photo

1. Open the post with the photo.
2. Tap the three dots (⋯) in the top-right corner.
3. Select Edit.
4. In the bottom-right of the photo, tap Edit Alt Text.
5. Type your description and tap Done.
6. Tap Done again to save your changes.

 

X (formerly Twitter):

Adding alt text when uploading a new photo

1. Start a new post and upload your photo.
2. On the photo, tap or click +ALT (usually at the bottom right).
3. Type your description (up to 1,000 characters).
4. Tap or click Done, then post as usual.

 

Editing alt text on an existing photo

X does not allow editing alt text after posting. You’ll need to delete the post and upload the photo again with alt text added. 

 

LinkedIn:

Adding alt text when uploading a new photo

1. Start a post and click Photo to upload your image.
2. Once the photo appears, click Add alt text (bottom right of the photo).
3. Type your description.
4. Click Done, then finish your post.

 

Editing alt text on an existing photo

Currently, LinkedIn does not allow editing alt text after posting. You’ll need to delete the post and re-upload the photo with alt text added. 

 

Your Role in Advocacy: What to Do When Alt Text is Missing

Always lead by example. If you come across someone who has omitted alt text, there’s a great opportunity for you to respectfully and politely request it – for this post and the future. Say something like, “This looks like a great post! Would you mind adding an image description in the comments or using the alt text feature? It would be really helpful for members of our community who use screen readers. Ngā mihi!”  

Encourage social media managers to make alt text a non-negotiable part of posting. It should be as crucial as writing a caption. Share your knowledge and this guide with them and their networks to help spread awareness. 

Building a More Inclusive Aotearoa, One Post at a Time

Alt text is a vital accessibility tool, not a ‘nice-to-have’. It makes a big difference to our communities and ensures broader reach and participation with your audiences. Writing it is simple once you know how – remember to say what you see. Everyone has an important part to play. Small, consistent actions create massive collective change and every image described is a step towards a more inclusive digital Aotearoa.  

Your turn! We challenge you to write clear, descriptive alt text for your social posts going forward. 

Share this guide with one person – a friend, a colleague, or your favourite Kiwi content creator – to help spread the word. 

To learn more about digital accessibility and support our work, visit the Blind Low Vision NZ website. You’ll also find our accessibility guidelines there. You can find further information by visiting RNIB’s guidelines on how to write alt text on their website.