Accessibility & Captions | Bounty_OS Docs

Accessibility & Captions

Accessibility features like alt-text and closed captions aren't just inclusive — they're discoverability tools. Platforms index this metadata and use it to classify, recommend, and surface your content. Getting it right means reaching more people and satisfying campaign review requirements.

Instagram Alt-Text

Instagram provides an alt-text field for every post, including Reels cover images. This text is read by screen readers and indexed by Instagram for Search and Explore:

• Character limit: Approximately 100 characters of descriptive text.
• What to write: Describe what's visually happening — "Creator applying sunscreen to face on beach, holding SPF 50 bottle." Not "sunscreen ad #ad."
• Include keywords naturally: Work in 2–3 relevant keywords without making it read like a tag list. "Creator reviewing affordable drugstore cleanser for oily skin" is both descriptive and keyword-rich.
• Don't leave it blank: If you skip it, Instagram generates auto alt-text using AI, which is often generic ("photo of person") and misses your target keywords.
• Where to find it: When posting, go to Advanced Settings > Write Alt Text (or edit after posting).

Closed Captions & Subtitles

Closed captions make your content accessible to deaf and hard-of-hearing viewers, users watching without sound (which is a large percentage of mobile viewers), and non-native speakers. They also provide another text layer for the algorithm to index.

Caption Requirements for Campaign Content

• Accuracy: Captions must correctly represent what is being said. Brand names, product names, and technical terms must be spelled correctly.
• Sync: Captions should be properly timed to the audio — not appearing too early or too late.
• Readability: Use a legible font, sufficient contrast against the background, and avoid placing captions where they overlap with platform UI elements. See the Subtitle Legibility guide for specs.
• Completeness: All spoken content should be captioned, including verbal FTC disclosures.

Platform Captioning Tools

Editing Auto-Generated Captions

Auto-captions from TikTok and Instagram are not perfect. You must review and correct them before publishing:

• Brand names are frequently misspelled or misheard (e.g., "Bounty OS" might render as "bounty oh-ess").
• Technical terms and industry jargon are often mangled.
• Homophones cause errors: "their/there/they're," "your/you're" — fix these for professionalism.
• Accents and fast speech increase error rates. Slow down slightly during key product mentions.
• Review every caption before posting. Inaccurate captions reflect poorly on both you and the brand.

Transcripts for Long-Form Content

For longer videos (60+ seconds with substantial spoken content), consider providing a text transcript in the comments:

• Pin a comment with a condensed transcript or key talking points.
• This gives the algorithm additional text to index and improves accessibility.
• Especially useful for tutorial-style or review content where viewers may want to reference specific details.
• Keep it concise — a full verbatim transcript in comments can look spammy. Summarize the key points.

Why Accessibility Drives Reach

Accessibility isn't just an ethical obligation — it directly impacts performance:

• 80%+ of social media video is watched without sound. Captions keep these viewers watching, boosting your completion rate.
• Alt-text feeds the Explore algorithm on Instagram, giving your content an additional ranking signal.
• Captioned videos get 12% more average watch time according to platform studies, which is the single strongest algorithmic signal.
• Broader audience: Captions make your content accessible to non-native speakers and viewers in sound-off environments (offices, public transit).