IN-DEPTH MONTHLY ANALYSIS REPORT SEPTEMBER 2023
PREPARED BY
Executive Summary
We recorded 1,156 articles published on children-related issues in Uganda by online publications in September 2023, marking an increase of 36 articlesfrom those published in the month of August 2023.
Of the 1,156 articles published in September 2023, 333 were published under keeping children alive[1], 443 under keeping children safe[2] and 380 under keeping children learning[3].
The hashtag #InvestInUGChildren performed as seen below;
The hashtag #BestStartInLife performed as seen below;
UNICEF Mentions Vis-à-vis Other Humanitarian Agencies
Out of the 1,156 articles published online during the month of September 2023 on children-related issues, 15 articles mentioned UNICEF marking a decrease of three (03) from those registered in August 2023.
Among UNICEF comparators, the Ministry of Health (MOH) was the most mentioned with 74 followed by the Ministry of Education & Sports (MoES) in 38 articles, World Health Organization (WHO) in 29 articles, Uganda Red Cross Society 11, Rotary International 10 among other comparators.
End of Month Analysis Report
- INTRODUCTION
Ultimate Multimedia Consult (UMC) is mandated to present an analysis report every month to UNICEF Uganda on how messages about children-related issues are packaged and published by online publications and across social media platforms.
This report also tracks the performance of UNICEF Uganda’s Social Media accounts, UNICEF Uganda’s hashtags and mentions from 1st to 30th September 2023. It also shows the performance of UNICEF Uganda website.
- ONLINE PUBLICATIONS
A total of 1,156 articles on children-related issues were published by online publications in September 2023, marking an increase of 36 articles from those recorded for the month of August 2023.
The graph below shows the number of child-related articles published by websites in September 2023
With 175 articles, The New Vision website published the most articles on children-related issues, followed by Daily Monitor and NTV Uganda with 167 and 156 articles respectively.
The “Others” section in the graph above includes Uganda based websites and websites based in other countries that published less than 10 children-related articles each in September 2023 as shown in the table below:
- ARTICLE CATEGORIES
Articles under the category of Keeping Children Safe were the most reported totaling to 443, Keeping children Learning followed with 380 articles, while Keeping children Alive were the least at 333. The distribution of articles per category is illustrated below:
- SENTIMENT OF THE ARTICLES PUBLISHED
The majority (539) of the children-related articles published online in September 2023 had a Positive sentiment[4].
Out of the 462 children-related articles recorded as having negative sentiment in the month of September 2023, eight (08) mentioned UNICEF. Below are articles with negative sentiments that mention UNICEF:
- https://www.miragenews.com/98-of-african-children-face-high-climate-change-1076422/ 98% of African Children Face High Climate Change Risk: UNICEF
- https://www.capitalfm.co.ke/news/2023/09/african-children-face-extreme-climate-risk-unicef-warns/ African Children Face Extreme Climate Risk, UNICEF Warns
- https://african.business/2023/09/apo-newsfeed/african-children-bearing-the-brunt-of-climate-change-impacts African children bearing the brunt of climate change impacts
- https://www.usnews.com/news/best-countries/slideshows/countries-with-the-worst-water-supply Countries With the Worst Drinking Water
- https://chimpreports.com/children-dying-amid-healthcare-system-collapse-in-sudan-says-unhcr/ Children Dying Amid Healthcare System Collapse In Sudan, Says UNHCR
- https://www.theeastafrican.co.ke/tea/news/rest-of-africa/over-1-200-children-have-died-in-sudan-refugee-camps-4373870 Over 1,200 children have died in Sudan refugee camps, Unicef says
- https://www.monitor.co.ug/uganda/news/national/municipal-officials-grilled-over-shoddy-work-poor-health-services-4369524 Municipal officials grilled over shoddy work, poor health services
- https://www.whoownsafrica.com/news/children-in-uganda-kidnapped-and-forced-to-marry-their-rapists/ Children in Uganda kidnapped and forced to marry their rapists
- UNICEF MENTIONS
This part looks at how online publications reported about UNICEF in comparison with other humanitarian and children’s mandate agencies.
Out of the 1,156 children-related articles we recorded that were published online in September 2023, 15 articles mentioned UNICEF, marking a decrease of three (03) from those registered in August 2023.
Below is a graphic representation of the top-mentioned comparators in children-related articles recorded from online publications in September 2023.
Other comparators mentioned include;
- Ministry of Gender Labour Social Development (MGLSD) had seven (07)
- Uganda Women’s Effort to Save Orphans (UWESO) Uganda Aids Commission and European Union (EU), had five (05)
- United Nations and International Rescue Commission Four (04)
- Office of the Prime Minister and Plan International Uganda three (03)
The Global Fund, the Food and Agriculture Organisation (FAO), National Union of Disabled Persons of Uganda (NUDIPU), Uganda Network of AIDS Service Organisation (UNASO), Save the Children had One (01) mention each
- SOCIAL MEDIA PERFORMANCE
In this section, we analyze the performance of UNICEF Uganda’s social media platforms throughout the month of September 2023.
| Platform | IMPRESSIONS | Reach | ENGAGEMENT | LIKES |
| 6,071,448 | 2,703,786 | 76,702 | …164,254 | |
| X | 3,559,998 | – | 115,318 | 20,865 |
| 437,802 | 290,053 | 3,624 | 722 | |
| 35,331 | 11,562 | 1,814 | 790 | |
| YOUTUBE | Views | |||
| 52,591 | 660 | 20 | 75,548 |
Summary: Cumulative Social Media Performance Metrics: Impressions, Reach, Engagement, and Likes (January 2023 – September 2023)
| Platform | IMPRESSIONS | Reach | ENGAGEMENT | LIKES | |
| January | 4,209,410 | 674,880 | 106,737 | ||
| February | 2,423,103 | 702,255 | 76,365 | ||
| March | 2,918,459 | 644,224 | 42,758 | ||
| April | 2,740,279 | 885,813 | 20,234 | ||
| May | 3,587,251 | 768,040 | 40,843 | ||
| June | 1,714,479 | 602,808 | 38,318 | ||
| July | 2,311,999 | 636,747 | 53,032 | ||
| August | 4,047,888 | 2,328,552 | 52,784 | ||
| September | 6,071,448 | 2,703,786 | 76,702 | ||
| Total | 30,024,316 | 9,947,105 | 507,773 | *164,254 | |
| X | |||||
| January | 548,238 | – | 17,079 | 3,571 | |
| February | 646,260 | – | 22,616 | 5,890 | |
| March | 939,333 | – | 65,531 | 25,160 | |
| April | 802,874 | – | 75,803 | 25,912 | |
| May | 798,171 | – | 56,004 | 19,745 | |
| June | 890,477 | – | 31,157 | 7,117 | |
| July | 1,090,833 | – | 34,111 | 8,266 | |
| August | 1,497,642 | – | 41,849 | 13,462 | |
| September | 3,559,998 | – | 115,318 | 20,865 | |
| Total | 10,773,826 | – | 459,468 | 129,988 | |
| Comments | Likes | ||||
| January | 724,022 | 152,706 | 3,982 | 47 | 3,236 |
| February | 596,200 | 144,984 | 25,817 | 39 | 5,871 |
| March | 439,440 | 96,441 | 3,477 | 39 | 1,163 |
| April | 632,635 | 111,679 | 810 | 17 | 851 |
| May | 648,482 | 114,128 | 698 | 15 | 596 |
| June | 162,768 | 54,079 | 444 | 17 | 356 |
| July | 161,623 | 41,367 | 694 | 12 | 547 |
| August | 1,429,966 | 849,583 | 861 | 12 | 635 |
| September | 437,802 | 290,053 | 695 | 13 | 581 |
| Total | 5,232,938 | 1,855,020 | 37,478 | 211 | 13,836 |
| Impressions | Reach | Engagement | Likes | ||
| January | 44,689 | 14,115 | 2,564 | 610 | |
| February | 29,068 | 8,161 | 1,031 | 373 | |
| March | 27,735 | 9,844 | 1,609 | 385 | |
| April | 22,529 | 7,797 | 922 | 259 | |
| May | 18,734 | 7,314 | 819 | 246 | |
| June | 19,014 | 7,338 | 727 | 250 | |
| July | 14,091 | 5,163 | 542 | 136 | |
| August | 20,443 | 8,390 | 870 | 485 | |
| September | 35,331 | 11,562 | 1,814 | 790 | |
| TOTAL | 231,634 | 79,684 | 10,898 | 3,534 | |
| YOUTUBE | comments | Likes | Views | ||
| January | 21,914 | 2,161 | 0 | 2 | 56102 |
| February | 123,316 | 9,174 | 0 | 15 | 53690 |
| March | 117,255 | 32,642 | 2 | 22 | 69764 |
| April | 51,156 | 5,152 | 1 | 9 | 126017 |
| May | 53,136 | 1,081 | 0 | 0 | 32,804 |
| June | 46,767 | — | 0 | 6 | 13,690 |
| July | 69,650 | — | 29,844 | ||
| August | 56,962 | 660 | 0 | 11 | 25,965 |
| September | 52,591 | 2 | 10 | 75,548 | |
| Total | 523,097 | 50,870 | 5 | 75 | 453,580 |
| Total Followers | Followers increase | Posts published | Impressions | Impressions Per Follower |
| 69,147 | 472 | 44 | 3,559,998 | 51 |
| Engagements | Engagement per Follower | Reposts without comments | Likes | Link Clicks |
| 115,318 | 2 | 681 | 20,865 | 117 |
- September 2023 X summary
- September 2023 Top post Activity
- UNICEF UGANDA FACEBOOK PAGE
- Facebook Page Fan Increase Statistics
By the end of August 2023, UNICEF Uganda Facebook page had 164,254 likes, marking an increase of 39, from those recorded at the end of August 2023.
- Demographics of Facebook Page fans
- Location of Facebook Page fans (Top 10 cities, countries)
- Facebook Page Engagement by Age and Gender
The majority of the users engaging with UNICEF Uganda’s Facebook content were males between the ages of 25 – 34 years.
- Publishing behavior
During September 2023, UNICEF Uganda made 13 posts. These were less by seven (07) compared tothose you posted in August 2023. The majority (11) of the posts were photos, 1 was a link and 1 video. UNICEF Uganda did not share any stories on Facebook in September 2023.
- Performance of Facebook video posts
UNICEF Uganda Facebook page August 2023 video views decreased by 56% from those that you had in August 2023.
| Video Views | Paid Video Views | Organic Video Views | Auto-played Video Views | Clicked-to-Play Video Views | Video Repeats |
| 30,261 | 29,839 | 422 | 26,940 | 3,321 | 74 |
From chart 1 above, total video views are 30,261 representing a variation of -56% compared to August 2023. We notice that the majority 98% of the views are paid views from boosting your content.
From chart 2, 3,321 viewers managed to click and watch your videos.
Minutes viewed
The graph above shows the number of minutes a video was played or replayed not minutes spent when video is playing. In the month of September 2023, UNICEF Uganda got 3,510 minutes viewed where 3,360 minutes video plays were from boosting while 150 were organic. This reduced by 68% compared to the minutes viewed in August 2023.
NOTE: Refer to Footnote[5] for video metric term definitions.
- Top Performing Organic Posts
Link to this post: https://www.facebook.com/unicefuganda/posts/pfbid02FUj6vaLdN7deKWP2JhoZTaBLMsF7QSq948VViRnTr5euGGuaojVUZVCG9pHQLhmBl
- Top performing videos
Links to top videos
https://www.facebook.com/unicefuganda/videos/6634157119996204/
https://www.facebook.com/unicefuganda/videos/472391128324863/
https://www.facebook.com/unicefuganda/videos/10153953336731448/
https://www.facebook.com/unicefuganda/videos/621979310098532/
https://www.facebook.com/unicefuganda/videos/216032044758065/
- UNICEF Facebook Pages Analysis (Regional-East Africa)
The chart below shows the Facebook fans for the East African UNICEF accounts
From the graphic above, UNICEF en RDC has the highest number of page likes, followed by UNICEF Kenya. UNICEF Uganda ranks third in terms of total page likes.
Number of Posts: UNICEF Rwanda made the most Facebook posts in the month of September, followed by UNICEF South Sudan. UNICEF Uganda ranks second last in terms of the total number of posts made in the month of September of which they are less by 7compared to those posted in August 2023.
Engagement Rate per Post: UNICEF Tanzania has the highest engagement rate among all the East African countries. UNICEF Uganda ranks second in terms of engagement rate. This indicates that your posts continue to generate a high level of user interaction and interest over time.
On new likes per day, UNICEF Uganda has continued to maintain the highest average daily likes, indicating significant growth in your page likes compared to the month of August.
On People Talking About This (PTAT), UNICEF Tanzania has the highest PTAT, indicating active engagement and conversation among users on their pages. UNICEF Uganda ranked third indicating a great level of improvement compared to the month of August where it ranked last.
In summary, UNICEF Uganda’s page demonstrates improvement in the number of new likes and PTAT which is attributed to posting engaging content and engaging with your users this time. Your content is resonating well with your existing followers and generating meaningful interactions.
NOTE: Refer to Footnote[6] for video metric term definitions.
- Media House Social Media Fan Base Graph
From the graph above, there was an increase in the number of Facebook likes for NTV Uganda, Bukedde TV, and Urban TV while the rest continued to experience a decline in Facebook likes. All the top media houses experienced an increase in X followers in the month of September 2023.
- Hashtag Tracking
Here, we track the monthly performance of your main hashtags on Twitter.
- #InvestInUGChildren
Original Posts: 26
Retweets: 242
- #BestStartInLife
Original Posts: 08 Retweets: 24 Reply: 2
- YOUTUBE
Between 1st and 30th September 2023, UNICEF Uganda published 05 new videos on YouTube.
a. Key metrics table
| Subscribers | +/- | Videos | Views | Impressions | Likes | Comments | Shares |
| 1,941 | 36 | 05 | 75,548 | 52,591 | 10 | 02 | 08 |
From the graph above, UNICEF Uganda had the highest video views on YouTube on 4th September 2023 at6,078 and got the highest number of returning viewerson the same day, 4th Septemberat 1,663 and 4,084 new viewers. It should be noted that both views and impressions experienced a noticeable increase, with views up by 49,583 and impressions by 4,371 compared to August 2023. The number of posts shared also increased by 2 however, we continue to encourage consistency in posting engaging video content to keep the channel active.
- Watch time (hours)
In the month of September 2023, you uploaded 05 videos. Your channel got 75,548 views +187 more than what it usually gets between 62,200–110,000 views in 28 days.
- How do viewers find your videos
From the figure above,UNICEF Uganda gets more of its views on YouTube from YouTube advertising and 99% of the viewers are not subscribed. We encourage you to post regularly to keep the channel active but also add a call to action that invites viewers to subscribe so that you get your viewers to subscribe to your channel.
- Top locations
- Age and gender
UNICEF Uganda got more views from males between the age of 25-34 years.
- Top five performing videos
Links to the top five videos
- UNICEF UGANDA WEBSITE ANALYTICS
This section provides analysis of the UNICEF Uganda website posting and performance throughout the month, and outlines key metrics that are essential for better web performance.
- Website Posting
We noted that you published one (01) blog post, and one (01) fresh article on your website in the month of September 2023. This indicates a decrease of four (04) pieces of content compared to August 2023 where six pieces of content were published.
- Standard Key Performance Indicators (KPIs)
- Acquisition: How visitors find and reach your website.
- Site search Performance and Statistics
- Site Pages and Pageviews
The UNICEF Uganda website had a total of 21,425 Page Views during the month of September 2023. These decreased by 2,024 from those recorded during the month of August 2023. Below are the 10 most visited UNICEF Uganda web pages in Septembers 2023.
- The most visited press/stories pages
- The average number of active users throughout the month
The website recorded its highest count of active users (1,188) on September 3, 2023, as the graphic below shows.
- Website usage by age and gender
- Website Engagement by New vs. Returning visitors
Audience summary
In the month of September 2023, the website audience show a slight decline in most of the audience metrics as compared to those recorded in August 2023.
- With 17,915 users, there was an increase of 3,699 website users from those recorded in August 2023.
- The Pageviews decreased by 2,024 to 21,425 in September 2023.
- The website’s bounce rate[7] is 73% which is a slight decline from the 63% registered at the end of September 2023.
- The number of sessions increased from 16,767 registeredin July 2023 to 21,822 in September 2023.
- The website’s returning visitors were 15.5% (1,009). These decreased by1,328 from those recorded in August 2023. New visitors were 5,479. These were 7,630 less than those in August.
- CONCLUDING NOTES
During the month of September 2023, we observed that there was continuous improvement in the performance of your platforms which is attributed to posting engaging content and utilizing content promotion. However, there was less posting and boosting on Facebook and Instagram compared to the month of August 2023.
Facebook content interactions continued to increase in the month of September 2023. Facebook impressions reached 6,071448, which represents a notable increase of 40.8% compared to August 2023. Additionally, your Facebook page reach also experienced a slight increase of 16%. This improvement in reach indicates an increase in the number of unique individuals who saw your Facebook page’s content during the month of September. It’s also worth noting that there was an increase in Facebook page likes which proves that your content is attracting more fans who can like and follow your page.
Instagram reach and impressions experienced a significant decrease compared to the previous month. Reach decreased by 65.9% reaching 290,053 individuals. Similarly, Impressions also saw a decrease of 69.4%, with 437,802. This calls for consistency in posting and boosting to ensure that your content reaches as many people as possible but also keep users engaged so as to attract more new audiences.
We commend you for keeping X platform very active with latest updates on all activities you engage-in especially in the last week of September. X performance has maintained a steady increase in the number of followers, engagement, and impressions. X impressions in September were 3,559,998, marking an increment of 237% from August. Engagement rose to 115,318 indicatingan increment of 275% from August. These figures demonstrate that your content is reaching a wider audience and fostering greater engagement, which is really an impressive improvement.
We continue to encourage you to maintain the practice of regular posting and timely content boosting on all platforms to capture users’ attention and drive active engagement with your content and as well keep the performance of the platforms high. We do encourage you to keep posting with your hashtags #InvestInUGChildren and #BestStartInLife to popularize them for people to engage with them.
In September 2023, UNICEF Uganda’s website saw a decrease in posting activity as compared to August, with only two (02) posts published, that is one (01) blog post and one (01) article
We emphasize the importance of regular and engaging website updates, including multimedia content where possible to keep your audience engaged and updated. This strategy not only drives increased traffic and boosts website ranking in search engines but also ensures that your users stay informed about your ongoing initiatives.
Embed YouTube videos from your channel to website articles they are related to, as well as embed Facebook posts and tweets into related articles. We also recommend you continue with the cross-platform promotion strategy: share all website content across your social media platforms to drive increased traffic to the website. Also, maintain the practice of boosting on YouTube and linking back to the website to further boost web traffic.
In September 2023, the number of videos posted increased. You published five (05) YouTube videos. We commend you for cross-posting videos from YouTube to your social media platforms which gives room for the message to reach so many people.
We encourage you to maintain the practice of keeping the channel active with interesting and engaging content like animations, posts and YouTube Shorts, as well as frequently boosting your videos. You can explore with YouTube shorts as short form is becoming the most popular video format.
In September, you utilized three media types – photos, videos and links on your Facebook, X and Instagram. We encourage you to explore with more post types like infographics where you can have the message in English and a local language(s). By doing this, you communicate to different people at the same time.
Best Regards,
……………………………
PATRICIA BUSINGYE busingyepatricia16@gmail.com 0777905704
For and on behalf of Ultimate Multimedia Consult (U) Ltd
[1] Reports categorized as such may connote to content published in a context of improving and addressing the issues concerning both informal and formal education of a child, including early and progressive learning.
[2] Articles in this category may refer to a journalistic report(s) written and presented in the context of the social safety and welfare including the security of children. Such articles include any content that addresses issues which threaten lives of children like physical assault, psychosocial injury and threat.
[3] This is concerned with articles and journalistic content which addresses the health of children in Uganda. It may also entail articles that look at the welfare of pregnant mothers or maternal health in general.
[4] Sentiment is used to measure how messages contained in children-related articles are portrayed in the media in relation to UNICEF’s mission to advocate for the protection of children’s rights, help meet their basic needs and expand their opportunities to reach their full potential Sentiment is normally categorized as positive, neutral or negative.
[5] Minutes viewed: The total number of minutes your video was played or replayed within this post. This metric counts how many minutes of a video were played, instead of the amount of time that passed while the video was playing.
1-Minute video views: The number of times your videos played for at least 1 minute, or for nearly their total length if they’re shorter than 1 minute. During a single instance of a video playing, Meta excludes any time spent replaying the video.
3-second video views: The number of times your videos were played for at least 3 seconds, or for nearly their total length if they’re shorter than 3 seconds, within the selected time range. During a single instance of a video playing, Meta excludes any time spent replaying the video.
Reactions, comments and shares: The number of people who reacted to, commented on or shared one of your videos.
[6] Minutes viewed: The total number of minutes your video was played or replayed within this post. This metric counts how many minutes of a video were played, instead of the amount of time that passed while the video was playing.
1-Minute video views: The number of times your videos played for at least 1 minute, or for nearly their total length if they’re shorter than 1 minute. During a single instance of a video playing, Meta excludes any time spent replaying the video.
3-second video views: The number of times your videos were played for at least 3 seconds, or for nearly their total length if they’re shorter than 3 seconds, within the selected time range. During a single instance of a video playing, Meta excludes any time spent replaying the video.
Reactions, comments and shares: The number of people who reacted to, commented on or shared one of your videos.
[7] The percentage of visitors to a particular website who navigate away from the site after viewing only one page.
