Instagram can create automatic alternative text for photos, and it lets you replace that description. Instagram says alt text is read when someone uses a screen reader. It is there to describe the visual content, not to act as a hidden keyword field.
For a trade business, a specific description can explain what a photo shows without asking the reader to infer it from a short caption.
Describe the useful detail
Start with the main subject, then add one or two details that help someone understand the image. For example:
“New white kitchen cabinets fitted along one wall, with a timber worktop and black handles.”
That is more informative than “kitchen job photo” and more useful than a long string of keywords. If the image is a before-and-after carousel, describe each image separately so the change is clear.
Do not include a customer's name, address, face or private information unless you have a clear reason and permission to share it. Keep alt text factual: do not claim that a job is “the best in Manchester” when the image cannot substantiate that.
Add or edit the description
Instagram's help centre says you can add alt text during photo preparation under Accessibility, or edit a published photo through its options and edit controls. The exact labels can vary as the app changes, so use the current in-app path and check the description after saving.
Before posting, ask:
- Would the description help someone picture the main subject?
- Does it mention a relevant visible change or feature?
- Is it concise and free of repeated keywords?
- Does it avoid exposing customer details?
Alt text does not replace a visible caption. Use the caption for job context, location at an appropriate level, service details and next steps. Read Instagram's official guide to editing photo alt text. For website image descriptions, see our separate trade website alt-text guide.