How to do inclusive marketing? Inclusive marketing according to format

28 February, 2024

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It is important to adapt the content to guarantee access to it in different contexts. Depending on the format, it is important to keep in mind:

  • Video: Provide subtitles for the hearing impaired, and audio description for the visually impaired. It is important to include these elements during the creative process and ensure that they are legible and prominently placed 23.
  • Images: Provide descriptive alternative text (“alt” attribute) so that visually impaired people can understand the content of images 43.
  • Image carousel: Ensure that the content of each image is properly tagged with descriptive alt text to ensure accessibility 43.
  • GIFs: Avoid the use of GIFs that play in a loop, limit the duration of the movement to 5 seconds, and provide textual descriptions to ensure understanding by users with visual disabilities 32.
  • Emojis: Use emojis with precise textual descriptions to ensure their understanding by users with visual disabilities 32.

The adaptation of accessible content includes the use of clear and simple language, the provision of textual alternatives for images and videos, ensuring the accessibility of materials and facilities, and the use of appropriate subtitles and labels to structure the content. These practices seek to guarantee accessibility for people with disabilities.

In the Marketing and Communication Guide Inclusiva from ILUNION addresses diversity from the audience we target and how they consume the content so that it reaches them in the appropriate way.