How to Make Accessible Videos: A Guide for Public Agencies and Nonprofits

Imagine a vibrant community forum where residents gather to discuss a proposed new library. An elderly woman with a hearing aid leans forward, straining to hear the speaker over the excited chatter. A young man with color blindness squints at the projected plans, the red and green lines indistinguishable, a crucial detail lost in a blur. Meanwhile, a deaf individual watching the livestream at home feels a pang of isolation, completely shut out because the video lacks captions. These scenarios, unfortunately commonplace, paint a stark picture of exclusion—a reality faced by countless individuals with disabilities when encountering inaccessible digital content.

In a world increasingly reliant on video communication, accessibility isn't just a nice-to-have; it's a non-negotiable.

For public agencies and nonprofits, video accessibility transcends mere compliance. It is a fundamental pillar of equitable service delivery, a commitment to reaching every member of your community regardless of their abilities. It's about empowering individuals to access critical information, engage with your mission, and participate fully in civic life.

This comprehensive guide goes deep into the nuances of accessible video creation, equipping you with the knowledge and tools to craft content that truly reflects the diversity of your audience and amplifies your impact.

Accessible Video Production: From Planning to Impact

1. The Ripple Effect of Accessibility: Expanding Reach and Impact

While legislation like the Americans with Disabilities Act (ADA) and Section 508 of the Rehabilitation Act mandate digital accessibility for public and federal entities, the true power of accessibility extends far beyond legal obligations. It's about fostering genuine inclusion, breaking down barriers, and creating a digital landscape where everyone feels welcome and valued.

The World Health Organization estimates that over one billion people worldwide live with disabilities. In the United States, that number translates to a staggering 26% of the adult population, according to the Centers for Disease Control and Prevention (CDC). These individuals are your constituents, your beneficiaries, your neighbors.

When your videos lack essential accessibility features, you inadvertently exclude a significant portion of your potential audience, diminishing your impact and failing to uphold the values of inclusivity.

But the ripple effect of accessibility extends far beyond the disability community. Picture a busy professional catching up on your organization's latest webinar during their commute; captions allow them to absorb the information even in a noisy train carriage. Consider a non-native English speaker eager to learn about your environmental conservation efforts; captions and transcripts become invaluable tools for comprehension.

Even in seemingly mundane scenarios, like someone watching a video in a quiet library, captions offer a welcome alternative to disruptive audio.

Facebook's internal data reveals that a staggering 85% of videos on their platform are watched without sound, highlighting the universal appeal of captions. Accessibility, therefore, is not just about inclusivity; it's about maximizing the reach and impact of your message.

2. Building Bridges: A Comprehensive Guide to Accessible Video Elements

Creating truly accessible videos requires a multifaceted approach, encompassing various elements that work together to create an inclusive experience.

Captions and Subtitles: These are textual representations of spoken dialogue, sound effects, and music within a video. They provide a lifeline for individuals with hearing impairments, allowing them to fully engage with the auditory content. Closed captions, which can be toggled on or off by the viewer, offer flexibility, while open captions are permanently embedded in the video.To ensure optimal readability, prioritize a clean, sans-serif font like Arial or Helvetica in a size that's easily discernible. Maintain a high contrast ratio between the text color and the background—aim for at least 4.5:1—to enhance legibility. For instance, white text on a black background offers excellent contrast. Accurate synchronization between the captions and the audio is paramount, ensuring that the text appears precisely when the corresponding words are spoken. Don't forget to include non-speech information, such as "[door creaking]" or "[gentle music playing]," to provide context for viewers with hearing impairments. Going the extra mile with accurate and well-formatted captions can significantly enhance the viewing experience for everyone.
Audio Descriptions: For individuals who are blind or have low vision, audio descriptions provide a rich auditory experience by narrating the key visual elements of a video. Imagine a video showcasing your organization's new community garden. An audio description might say: "Sunlight streams through the greenhouse roof, illuminating rows of vibrant lettuce seedlings. Volunteers wearing gardening gloves carefully transplant tomato plants into raised beds, their laughter echoing through the garden." These descriptions weave a tapestry of words, bringing the visuals to life for those who cannot see them. Audio descriptions can be seamlessly integrated into natural pauses in the dialogue or offered as a separate audio track. By providing audio descriptions, you create a more immersive and inclusive experience for viewers who may otherwise miss out on the visual richness of your videos.
Transcripts: A transcript is a complete textual version of the video's audio content, offering a versatile and accessible way to engage with the information. It allows users to read the content at their own pace, search for specific keywords, and even translate the content into different languages. To maximize accessibility, provide transcripts in formats like HTML or accessible PDFs, which are compatible with assistive technologies like screen readers. Include clear speaker identifications to clarify who is speaking, especially in videos with multiple speakers, and use timestamps to enable users to easily navigate to specific sections of the video. Transcripts not only benefit individuals with disabilities but also improve the searchability and SEO of your video content.
Accessible Video Players: The video player itself plays a pivotal role in accessibility. Choose players that support keyboard navigation, empowering users who cannot use a mouse to control playback functions like play, pause, rewind, and volume adjustment. Ensure compatibility with screen readers, which read aloud on-screen content for users with visual impairments. The player's controls should be clearly labeled and easily navigable using a screen reader. Offer adjustable playback options, such as volume control, playback speed, and caption customization, to cater to individual preferences. By selecting an accessible video player, you ensure that everyone, regardless of their physical abilities, can control and interact with your video content.
Visual and Auditory Clarity: Use high-contrast color schemes throughout your video to aid visibility for individuals with low vision or color blindness. Avoid rapid flashing or strobing effects, which can trigger seizures in some individuals; aim for a flashing rate of no more than three flashes per second. Ensure the audio is clear, crisp, and free of distracting background noise. Consider providing options for volume amplification or the ability to download captions separately. Paying attention to visual and auditory clarity not only improves accessibility but also enhances the overall viewing experience for everyone.
Language and Comprehension: Use clear, concise language that is easy to understand, especially for individuals with cognitive disabilities. Avoid jargon, idioms, or complex sentence structures that might create confusion. Maintain consistency in terminology and presentation style to help viewers follow along. Consider providing a glossary of terms for specialized vocabulary. By using plain language and clear communication techniques, you make your videos more accessible and engaging for a wider audience.

3. Pushing the Boundaries: Advanced Strategies for Enhanced Accessibility

Involve people with disabilities in all stages of video production, from the initial brainstorming and scripting phases to filming, editing, and final review. Their lived experiences can provide invaluable insights into potential accessibility barriers that might be overlooked by those without disabilities.

Establish feedback mechanisms—such as surveys, feedback forms, or dedicated email addresses—to encourage users to report any accessibility issues they encounter. By actively seeking and incorporating feedback from people with disabilities, you can create videos that are truly inclusive and user-centered.

Additionally, consider these others:

Cognitive Load Reduction: Minimize visual clutter and present information in a clear, organized manner. Break down complex concepts into smaller, more manageable segments. Use visual cues like headings, bullet points, and animations to guide the viewer's attention and improve comprehension. Consider incorporating interactive elements, such as quizzes or polls, to keep viewers engaged and reinforce key takeaways. Reducing cognitive load makes your videos easier to understand and follow, benefiting everyone, especially those with cognitive disabilities.
Mobile Accessibility: With mobile devices accounting for over 75% of global video consumption, mobile accessibility is paramount. Ensure your videos are responsive, adapting seamlessly to different screen sizes and orientations. Design interactive elements with sufficiently large touch targets to accommodate users with motor impairments. Test your videos on a variety of mobile devices to ensure a consistent and accessible experience across platforms. Prioritizing mobile accessibility ensures that your videos are accessible to the widest possible audience, regardless of the device they are using.
Cultural and Linguistic Accessibility: If your audience is diverse, consider offering subtitles and transcripts in multiple languages. Avoid culturally specific references or humor that might not translate well. Use plain language that is universally understood. Consult with cultural and linguistic experts to ensure your videos are inclusive and respectful of diverse backgrounds. By considering the cultural and linguistic needs of your audience, you create a more welcoming and inclusive viewing experience.

4. Video Production Services: Expertise in Accessible Video Creation

Creating high-quality, accessible videos can be a complex undertaking, requiring specialized skills and knowledge of assistive technologies. If your organization lacks the internal resources or expertise to produce accessible videos in-house, consider partnering with a video production company that specializes in accessible media. These companies can provide a comprehensive suite of services, including:

Captioning and Subtitling: Expert captioners can ensure your videos are accurately captioned and synchronized with the audio, adhering to accessibility standards and best practices for readability and comprehension. They can also advise on the best type of captioning for your specific needs, whether it's closed captions, open captions, or subtitles for different languages.
Audio Description: Experienced audio describers can craft vivid and engaging descriptions that bring the visual elements of your videos to life for viewers with visual impairments, enhancing their understanding and enjoyment. They can seamlessly weave these descriptions into the natural pauses in the dialogue or provide them as a separate audio track, ensuring a cohesive and immersive viewing experience.
Accessibility Consulting: Accessibility consultants, like Goodsides, can provide invaluable guidance on incorporating accessibility best practices throughout the entire video production process, from the initial scripting and storyboarding phases to filming and post-production. They can help you identify potential accessibility barriers and recommend solutions to ensure your videos are inclusive and user-friendly for everyone.
Accessibility Testing and Remediation: These services can help you identify and address any accessibility barriers in your existing videos, ensuring they meet WCAG standards and provide an optimal viewing experience for people with disabilities. They can conduct comprehensive audits using a combination of automated tools, manual testing, and user feedback to identify areas for improvement and provide recommendations for remediation.

By partnering with a video production company specializing in accessibility, you can leverage their expertise and resources to create videos that are not only engaging and informative but also inclusive and accessible to everyone in your community.

5. Securing Support: Funding and Partnerships for Accessibility Initiatives

For nonprofits seeking to enhance the accessibility of their video content, several funding opportunities and collaborative partnerships can provide valuable support:

Grant Opportunities: Organizations like the Disability Rights Fund, which supports organizations advocating for the rights of people with disabilities, offer grants that can be used to fund accessibility initiatives. The National Endowment for the Arts (NEA) also provides grants that can support projects aimed at making arts and culture more accessible, including video content related to the arts.
Strategic Partnerships: Collaborating with disability rights organizations, such as the National Association of the Deaf or the American Foundation for the Blind, can provide access to valuable expertise and resources. These organizations can offer guidance on accessibility best practices, connect you with individuals with disabilities for user testing, and help you promote your accessible videos to a wider audience.

6. Embedding Accessibility: Organizational Policies and Training

Creating a culture of accessibility requires a commitment to ongoing education and the establishment of clear organizational policies:

Staff Training: Conduct regular training sessions to educate your staff on video accessibility best practices. These sessions can cover topics such as captioning, audio description, accessible video players, and the use of ARIA attributes. Ensure that everyone involved in video production, from scriptwriters and videographers to editors and social media managers, understands the importance of accessibility and has the knowledge to implement it effectively.
Policy Development: Develop clear organizational policies that prioritize accessibility in all digital content creation, including videos, web pages, and social media posts. Make a public commitment to accessibility, perhaps by publishing an accessibility statement on your website or incorporating accessibility into your organization's mission statement. This demonstrates your dedication to inclusivity and holds your organization accountable for maintaining accessibility standards.

7. Measuring Success: Analytics and Continuous Improvement

Evaluating the impact of your accessibility efforts is essential for ongoing improvement:

Analytics and User Feedback: Use analytics platforms to track video engagement metrics, such as views, watch time, and audience retention. Compare these metrics for videos with and without accessibility features to assess their impact on audience engagement. Gather user feedback specifically on accessibility features through surveys, feedback forms, or focus groups. This direct feedback from individuals with disabilities can provide valuable insights into the effectiveness of your accessibility efforts and identify areas for improvement.
Accessibility Audits and Ongoing Optimization: Conduct periodic accessibility audits of your video content to identify any accessibility barriers that may have been overlooked. Use a combination of automated testing tools, manual testing, and user feedback to ensure your videos meet accessibility standards. Stay informed about the latest accessibility standards and technologies, such as updates to WCAG or new assistive technologies, to ensure your videos remain accessible as technology evolves.

Conclusion: Opening Doors to a More Inclusive Digital World

Accessible videos are not merely a trend or a compliance afterthought; they are a powerful testament to your organization's commitment to inclusivity and equitable service delivery. By embracing the principles and strategies outlined in this guide, public agencies and nonprofits can transform their video content into beacons of accessibility, ensuring that every member of their community, regardless of ability, has the opportunity to connect, engage, and thrive.

Ready to Make Your Videos Accessible?

Audit Your Existing Video Library: Begin by assessing the accessibility of your current videos. Identify any gaps and prioritize improvements based on the needs of your audience.
Embrace Accessibility as a Core Value: Integrate accessibility into your organization's video production workflow, from the initial planning stages to the final distribution.
Champion Accessibility in Your Community: Share this guide with your colleagues, partners, and stakeholders. Encourage them to join you in creating a more inclusive digital landscape where everyone can access and enjoy video content.

Contact our video accessibility experts today! Together, we can build a digital world where accessibility is not an exception but the norm—a world where everyone, regardless of their abilities, can fully participate in the rich tapestry of human experience.

Disclaimer: Please note that this guide provides general information and recommendations regarding video accessibility. Accessibility guidelines and legal requirements may vary depending on your specific context and jurisdiction. Always refer to the original laws and regulations, such as the Americans with Disabilities Act (ADA) and Section 508 of the Rehabilitation Act, and consult with a legal professional for advice on how to ensure your video content remains compliant.