What is ‘Alt Text’, and why it matters more than you think!

Alt text is one of those things you might have heard about, nodded along to, and then quietly skipped when posting.

And honestly, that’s understandable. A lot of people still don’t know what alt text is, what it’s for, or why it matters. So let’s break it down in a simple, non-technical way.

Alt text, short for alternative text, is a short written description you add to images on social media and websites. Its purpose is to describe what’s in an image so screen readers can read it aloud to people with visual impairments, and so platforms like Instagram, Google, and Pinterest can understand what the image contains. In short, alt text tells the story of your image in words.

Alt text isn’t just a behind-the-scenes feature. It plays a real role in how your content is experienced and discovered.

First, it improves accessibility. Alt text allows people who are blind or visually impaired to understand your images through screen readers. Without it, they miss out on a big part of your content. Adding alt text is one of the simplest ways to make your content more inclusive, and it ensures more people can fully engage with what you share.

Alt text also helps platforms understand your content. Social media platforms can’t see images the way humans do, so they rely on signals like alt text to interpret what your content is about. When you consistently describe your images clearly, platforms learn what topics you post about and who your content is relevant to. This understanding helps your posts get categorised correctly and shown to the right audiences.

It also increases discoverability. When platforms understand your content, you’re more likely to show up when people search, both on Google and within social media apps themselves. Alt text supports your overall SEO and visibility, especially when you include relevant keywords naturally rather than forcing them in.

The good news is that writing alt text doesn’t need to be complicated. A strong alt text description explains what’s in the image, includes any context relevant to the post, and keeps it short and clear. One to two sentences is usually enough. There’s no need to write “image of” or “photo of,” because screen readers already know they’re dealing with an image. Including keywords where they make sense can help platforms better understand your content.

For example, a vague alt text like “Instagram graphic” doesn’t offer much value. A clearer description, such as “A small business owner working on a laptop at a café while planning social media content” gives context, meaning, and relevance for both people and platforms.

Alt text is no longer a nice-to-have. It’s simply part of posting thoughtfully and strategically. It supports accessibility, improves discoverability, and creates a better experience for everyone. Once you start adding it consistently, it quickly becomes second nature. Just another small habit that makes a big difference.

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If you’re struggling with alt text and want to talk it through, pop me an email and we can chat: emma@profilemarketingagency.co.uk.