loader
By Benard Kakuru
Reach And Engagement Report June 2023

                                                                         

IN-DEPTH ANALYSIS OF REACH, ENGAGEMENT AND IMPACT OF UNICEF UGANDA ONLINE MESSAGES FOR JUNE 2023

PREPARED BY

BACK TO UNICEF UGANDA DASHBOARD

This report presents an analysis of how and with what impact online publications and social media reported on UNICEF Uganda’s key messages and issues in June 2023. 

It also analyses how UNICEF Uganda messages, press releases, reports, and expertise are covered by different online publications.

Most online platforms and websites offer metrics for each article they post. These keep changing with time as more people access the content. We provide the links here below so you can review each article at any given time. (Statistics last captured as of July 1, 2023, 10:00 PM E.A.T)

1.   ONLINE PUBLICATIONS

In analysing reach and engagement, we consider particular publication or channel audience figures, the number of views, comments, and shares.

  1. UNICEF UGANDA WEBSITE POSTING

During the month of June 2023, UNICEF Uganda published one (01) press release and four (04) fresh articles on the website:

  1. ONLINE ARTICLES MENTIONING UNICEF

Below are links, titles, and interaction metrics (where possible) to articles where UNICEF is mentioned:

EDUCATION

  1. https://mazima.ug/features/bridging-the-digital-divide-to-help-overcome-africas-learning-crisis/ Bridging The Digital Divide to Help Overcome Africa’s Learning Crisis (506 Views)
  2. https://dailyexpress.co.ug/2023/06/19/shs-5-5bn-earmarked-to-promote-learning-in-primary-schools/ Shs 5.5bn earmarked to promote learning in primary schools
  3. https://www.pmldaily.com/news/2023/06/unfpa-uganda-airtel-commit-to-transforming-lives-through-digital-and-financial-inclusion.html UNFPA Uganda, Airtel commit to transforming lives through digital and financial inclusion (15 SHARES, 121 Views)
  4. https://www.newvision.co.ug/category/news/first-lady-calls-for-more-funding-for-wash-in-163714  First Lady calls for more funding for WASH in schools (248 Views)
  5. https://nation.africa/kenya/news/gender/unicef-launches-period-tracker-app-for-adolescents-4258704 Unicef launches period tracker app for adolescents
  6. https://www.devdiscourse.com/article/headlines/2486267-one-in-every-10-children-works—instead-of-going-to-school One in every 10 children works – instead of going to school
  7. https://www.equaltimes.org/around-the-world-cities-are-seeing Around the world, cities are seeing the benefits of creating more space for children to play

IMMUNISATION

  1. https://www.miragenews.com/vaccine-confidence-plummets-in-africa-amid-1023651/ Vaccine Confidence Plummets in Africa Amid Pandemic
  2. https://www.afro.who.int/countries/uganda/news/routine-yellow-fever-vaccination-children-taking-shape-uganda Routine Yellow fever vaccination for children taking shape in Uganda
  3. https://www.gavi.org/vaccineswork/big-immunisation-bounce-back-happening Is the big immunisation bounce-back happening?

KASESE SCHOOL-TERROR ATTACK

  1. https://www.monitor.co.ug/uganda/news/national/unicef-condemns-kasese-school-attack-4274274 UNICEF condemns Kasese school attack
  2. https://www.standardmedia.co.ke/africa/article/2001475409/un-body-condemns-uganda-school-attack-that-left-over-40-dead UN body condemns Uganda school attack that left over people 40 dead
  3. https://reliefweb.int/report/uganda/unicef-condemns-attack-school-kasese-and-calls-respect-schools-safe-place-all-learners UNICEF condemns attack on school in Kasese and calls for respect of schools as a safe place for all learners
  4. https://www.plenglish.com/news/2023/06/18/unicef-condemns-armed-attack-on-school-in-uganda/ UNICEF condemns armed attack on school in Uganda
  5. https://www.miragenews.com/unicef-executive-director-condemns-brutal-1029162/ UNICEF Executive Director Condemns Brutal School Attack in Uganda
  6. https://english.news.cn/20230618/2ffc3a3657254c7a9493797f0bb9d906/c.html Death toll from rebel attack in Uganda tops 40, manhunt underway
  7. https://www.cajnewsafrica.com/2023/06/19/fury-over-deadly-terror-attack-on-uganda-students/ Fury over deadly terror attack on Uganda students
  8. https://indepthnews.net/index.php/the-world/africa/6256-ugandan-children-targeted-in-attack-by-known-terror-group Ugandan Children Targeted in Attack by Known Terror Group

OTHER MENTIONS

  1. https://www.youtube.com/watch?v=a5bL4b2ZS0s 3 ways to get your teen to open up to you | UNICEF (899 Views)
  2. https://bmcnutr.biomedcentral.com/articles/10.1186/s40795-023-00729-6 Utilisationn of growth monitoring and promotion services and undernutrition of children less than two years of age in Northern Ghana
  3. https://www.independent.co.ug/over-89000-children-10000-women-face-malnutrition-in-karamoja/ Over 89,000 children, 10,000 women face malnutrition in Karamoja
  4. https://www.youtube.com/watch?v=VACOfl7e6Cs Internet safety; Who is monitoring your child’s use of the internet? (197 Views)
  5. https://observer.ug/news/headlines/78328-we-finally-have-malaria-vaccines-the-next-hurdle-distributing-them We finally have malaria vaccines. The next hurdle: distributing them
  6. https://www.medicalbrief.co.za/immunisations-drop-as-africas-faith-in-vaccines-plunges/ Immunisations drop as Africa’s faith in vaccines plunges
  7. https://newsaf.cgtn.com/news/2023-06-17/UN-warns-of-worsening-food-insecurity-in-northeastern-Uganda-1kGXTHiEm9W/index.html UN warns of worsening food insecurity in northeastern Uganda
  8. https://www.pmldaily.com/news/world/2023/06/hunger-project-uganda-launches-new-mission-and-vision-to-end-hunger.html Hunger Project Uganda launches new mission and vision to end hunger
  9. https://www.theeastafrican.co.ke/tea/magazine/underfunding-to-blame-for-slow-progress-4273450 Underfunding to blame for slow progress, cuts in basic education
  10. https://www.monitor.co.ug/uganda/magazines/healthy-living/importance-of-menstrual-hygiene-for-women-with-disabilities-4258506 Importance of menstrual hygiene for women with disabilities
  11. https://www.newvision.co.ug/category/politics/why-women-in-business-need-mentorship-161703 Why women in business need mentorship (263 Views)
  12. https://www.devdiscourse.com/article/law-order/2479420-central-africa-faces-turning-point-amid-multiple-crises Central Africa faces ‘turning point’ amid multiple crises
  13. https://www.monitor.co.ug/uganda/news/national/address-causes-of-child-labour-unicef-boss-tasks-govt-4267964 Address causes of child labour, UNICEF boss tasks govt
  14. https://www.monitor.co.ug/uganda/oped/letters/child-labour-the-unhidden-evil-4269252 Child labour, the unhidden evil
  15. https://www.miragenews.com/unaids-executive-director-honored-with-activism-1025814/ UNAIDS Executive Director Honored with Activism Award.
  16. https://www.newvision.co.ug/category/news/swedish-govt-givessh16b-to-combat-food-insec-163698  Swedish govt gives sh16b to combat food insecurity (119 views)
  17.  https://softpower.ug/museveni-un-discuss-nam-summit-refugeessecurity-in-eastern-dr-congo/ Museveni, UN Discuss NAM Summit, Refugees & Security in Eastern DR Congo
  • SOCIAL MEDIA

In this part, we analyse how your major social media platforms performed throughout the month of June 2023, and, where necessary, offer recommendations for better performance.

We monitor the performance of UNICEF Uganda social media accounts on Facebook, YouTube, Twitter, Instagram and LinkedIn.

On these platforms, UNICEF Uganda sent out messages mainly on the topics of Vaccination, Immunization, Relief to the people of Kasese and Kisoro affected by floods, Village Health Teams, malnutrition, refugee education response plan, Refugee host communities, among others, and tagged them with the hashtags #kisoro, #kasese, #ukaid, #investinugchildren, #foreverychild, #fathersday2023, #beststartinlife, #worldrefugeeday, #sdg6, #everychild, #worldrefugeeday2023 among others.

Summary: Cumulative Social Media Performance Metrics: Impressions, Reach, Engagement, and Likes (January – June 2023)

PlatformIMPRESSIONSReachENGAGEMENTLIKES
FACEBOOK    
January4,209,410674,880106,737 
February2,423,103702,25576,365 
March2,918,459644,22442,758 
April2,740,279885,81320,234 
May3,587,251768,04040,843 
June1,714,479602,80838,318 
Total17,592,9814,278,020325,255164,216
TWITTER    
January548,238–17,0793,571
February646,260–22,6165,890
March939,333–65,53125,160
April802,874–75,80325,912
May798,171–56,00419,745
June890,477–31,1577,117
Total4,625,353 268,19087,395
INSTAGRAM  CommentsLikes
January724,022152,706473,236
February596,200144,984395,871
March439,44096,441391,163
April632,635111,67917851
May648,482114,12815596
June162,76854,07917356
Total3,203,547674,01717412,308
LinkedInImpressionsReachEngagementLikes
January44,68914,1152,564610
February29,0688,1611,031373
March27,7359,8441,609385
April22,5297,797922259
May18,7347,314819246
June19,0147,338727250
TOTAL161,76954,5697,6722,123
YOUTUBE    LikesViews
January21,9142,1610256102
February123,3169,17401553690
March117,25532,64222269764
April51,1565,15219126017
May53,1361,0810032,804
June46,767 0613,690
Total413,54450,210354352,067

2.1       FACEBOOK – KEY FINDINGS

  1. Facebook Page Impressions

UNICEF Uganda’s Facebook page posts had a total of 1,714,479 impressions[1]; 57,208 were Organic, 1,648,954 were on Boosted posts while 8,317 were Viral impressions[2].

The graphic below shows UNICEF Uganda’s Facebook page impressions per day for the month of June 2023.

b)   Facebook Reach and Impressions Metrics

Below is a breakdown of the June 2023 reach and impressions metrics

Impression metricsTotals    The total impressions are 1,714,479 representing a variation of   -54.2% compared to   May 1, 2023 – May 31, 2023
Organic Impressions57,208
Non-Organic Impressions1,648,954
Viral Impressions8,317
Users Reached602,808
Average Daily Users Reached24,773

Your Facebook page reach decreased by –21.5% from that recorded during the month of May 2023.

c)   Page Engagement in terms of Impressions and Post Clicks

ImpressionsPost EngagementsClicksPage visitsEngaged Users
1,714,47938,31814,5807,02537,000
  • Brand awareness

This measures the effectiveness of an ad campaign in terms of increasing brand awareness among the target audience. It is an estimate of the number of people who became aware of a brand as a result of seeing a particular ad on Facebook or Instagram.

  • Audience Reach and Engagement demographics People reached

The statistics above show the demographics of people reached by content posted on UNICEF Uganda’s Facebook page. Most of the people reached were males aged 25 – 34 in Uganda. Below are the user engagement demographics.

As shown in the above graphic, the majority of the users engaging with UNICEF Uganda’s Facebook content were males between the ages of 25 – 34 years.

f)    Total reach and post reach

The total page reach (The number of people who saw any content from your Page or about your Page, including posts, stories, ads, social information from people who interact with your Page and more.) was 602,808.  Organic reach was 21,500 while paid reach was 581,308

Total post reach (number of people your posts were served to) was 299,039. Organic post reach was 10,892 while paid post reach was 288,147.

  • Your page reached the highest number of people on 26th June 2023 (196,134)

g)   Top Facebook posts by reach in June 2023

h)  Loyalty

You have +225 net followers this period. Your net followers are +21.6% from the month of May.

2.2       REACH AND ENGAGEMENT ON TWITTER @UNICEFUganda

  1. Twitter Activity Overview

b)   Publishing behavior (Number of Tweets and Replies)

In June 2023, UNICEF Uganda posted 32 tweets. These were Five (05) less than those posted during the month of May 2023. The figures below show metrics of the engagement generated from your Twitter posting behavior. The impressions increased by +11.56%

c)   Twitter Engagement Metrics
Engagement MetricsTotalsThe number of impressions increased by +11.56% since last month
Impressions890,477
Total engagements31,157
Replies66
Retweets469
Likes7,117
Engagements per follower1The number of Impressions per Tweet increased by + 26.43% since last month  
Impressions per Follower13
Engagements per Tweet974
Impression per Tweet27,827
  • Top tweets June 2023

Links to top tweets:

  1. https://twitter.com/UNICEFUganda/status/1670066159918493696
  2. https://twitter.com/UNICEFUganda/status/1673340787101147137
  3. https://twitter.com/UNICEFUganda/status/1670445609927553026
  4. https://twitter.com/UNICEFUganda/status/1668633562474774528
  5. https://twitter.com/UNICEFUganda/status/1668562445596520448
e)   Twitter video activity June 2023
  • Throughout the month of June 2023, there were no new videos published.

Your other videos earned 20 views in the month of June 2023.

  • Hashtag performance

The hashtag #InvestInUGChildren performed as seen below;

The hashtag #BestStartInLife performed as seen below;

  • LINKEDIN PERFORMANCE

3.   CONCLUDING REMARKS & RECOMMENDATIONS

During the month of June 2023, the total Facebook impressions, was 1,714,479. This represents a notable decrease of -54.2% compared to May 20223. This decline in impressions indicates a decrease in the overall visibility and exposure of your content on Facebook.

Additionally, your Facebook page reach also experienced a decline of -21.5% compared to May 2023. This decrease in reach indicates a reduction in the number of unique individuals who saw your Facebook page’s content during the month of June.

These metrics highlight a challenging month for your Facebook presence, with both impressions and reach witnessing declines. It may be worth analyzing the contributing factors and considering strategies to revitalize engagement and increase visibility on the platform in the coming months.

Instagram reach also experienced a significant decrease of -52.52%, reaching 54,079 individuals in June compared to the previous month (May). This decline in reach indicates a notable shift in audience engagement. Similarly, the number of impressions on Instagram witnessed a substantial decline, reaching 162,769, reflecting a significant -74.9% decrease compared to May. These metrics highlight a significant downward trend in user engagement and overall visibility on the platform during the month of June.

In June 2023, there was a noteworthy improvement in your Twitter performance. Impressions increased by +26.43%, indicating a higher level of visibility for your content. However, total engagements experienced a significant decrease of -44.35% from May 20223, reflecting a decline in interaction with your audience.

Your boosted tweets played a significant role in increased impressions, earning an impressive 840,664 impressions and 26,300 engagements. This outcome showcases the effectiveness of your promotional efforts and highlights the potential for further success by continuing to frequently post and utilize Twitter ads.

Maintaining the practice of regularly sharing content and leveraging Twitter Ads will help you achieve even higher reach and engagement in the future. By capitalizing on this positive momentum, you can continue to expand your online presence and foster greater connections with your audience.

In June 2023, you did not post any new videos on Twitter. Consistent video content creation and posting on Twitter can enhance follower engagement and reach.

We encourage you to engage more with your fans and followers by responding to comments and questions to encourage users to interact and engage more with your social media content.

Maintain the practice of engaging in trending social media conversations and challenges, especially those related to Uganda or children’s issues.

Sharing your website story links on your social media platforms and encouraging user engagement using call to action words in your Facebook, Instagram, YouTube and Twitter posts will help you have a high interaction rate.

We also encourage you to utilize:

  • Facebook and Instagram stories to increase reach and engagement on your page.
  • YouTube shorts for short videos and YouTube posts to cross-post your Facebook, Instagram and Twitter content to your YouTube channel to receive higher reach and engagement with your messages. YouTube Posts are also a good way to quickly share new content if you’re not publishing as many videos as usual.
  • Reels. Short form is becoming the most popular video format. Jump on the trend and try creating a reel for your Page or profile.
  • LinkedIn ads to increase reach and engagement on your LinkedIn page.
  • Endeavour to add a call-to-action to your posts to encourage user engagement.

Best Regards,

……………………………

PATRICIA BUSINGYE busingyepatricia6@gmail.com 0777905704

For and on behalf of Ultimate Multimedia Consult (U) Ltd

[1] Number of times a post from your page is displayed to users on a particular platform, whether it is clicked on or not

[2] Viral impressions refer to the number of times a post from your Facebook Page was displayed in someone’s News Feed or on their Timeline as a result of someone else sharing or interacting with your post.

Leave a Reply

Your email address will not be published. Required fields are marked *