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By Benard Kakuru
Reach And Engagement Report February 2023

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

PREPARED BY

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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 September 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 one given time. (Statistics last captured as of October 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 September 2023, UNICEF Uganda published one (01) press release one (01) fresh article and tone (01) bog post on the website:

  1. https://www.unicef.org/uganda/stories/traditional-healers-key-allies-promoting-positive-social-and-behaviour-change-communities  Traditional Healers, key allies in promoting positive social and behaviour change in communities (Page Views 02, Unique page views 01, Avg. Session Duration 00:00:59, Bounce rate 0%)
  2. https://www.unicef.org/uganda/blog/my-journey-participate-international-youth-day-celebration-kabale-district-uganda My journey to participate in the International Youth Day Celebration in Kabale District, Uganda.
  1. ONLINE ARTICLES MENTIONING UNICEF

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

CLIMATE CHANGE

  1. https://www.miragenews.com/98-of-african-children-face-high-climate-change-1076422/ 98% of African Children Face High Climate Change Risk: UNICEF
  2. https://www.capitalfm.co.ke/news/2023/09/african-children-face-extreme-climate-risk-unicef-warns/ African Children Face Extreme Climate Risk, UNICEF Warns
  3. 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

CHILD MARRIAGES

  1. https://www.borgenmagazine.com/joy-for-children-uganda/ Joy For Children Uganda Working To Eradicate Child Marriage
  2. 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

EDUCATION AND SCHOOLS

  1. https://www.newvision.co.ug/category/education/invest-more-in-teachers-digital-skilling-to-i-NV_169615 ‘Invest more in teachers’ digital skilling to improve literacy’ (109 Views)

FEMALE GENITAL MUTILATION

  1. https://www.newvision.co.ug/category/news/cross-border-fgm-law-enforcement-collaboratio-NV_170795 Cross-border FGM: ‘Law enforcement, collaborations key in ending the practice’ (273 Views)
  2. https://globalvoices.org/2023/09/25/i-felt-violated-the-women-determined-to-break-the-cycle-of-fgm-in-uganda/ ‘I felt violated’: The women determined to break the cycle of FGM in Uganda

CYBER BULLYING

GENDER BASED VIOLENCE

OTHER MENTIONS

  • SOCIAL MEDIA

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

We monitor 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 Breastfeeding, water, Immunization, Child play, Youth Day, among others, and tagged them with the hashtags #investinugchildren, #foreverychild, #climateaction, #acs2023, #beststartinlife, #earlymomentsmatter, #acs23, #africaclimatesummit23, #everychild, #sdg4, #africaclimatesummit, #climatechange among others.

Summary: Cumulative Social Media Performance Metrics: Impressions, Reach, Engagement, and Likes (January – September 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 
July2,311,999636,74753,032 
August 4,047,8882,328,552     52,784 
September6,071,4482,703,78676,702 
Total30,024,3169,947,105507,773*164,254
X    
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
July1,090,833–34,1118,266
August1,497,642–41,84913,462
September3,559,998–115,31820,865
Total10,773,826 –459,468129,988
INSTAGRAM   Comments Likes
January724,022152,7063,982473,236
February596,200144,98425,817395,871
March439,44096,4413,477391,163
April632,635111,67981017851
May648,482114,12869815596
June162,76854,07944417356
July161,62341,36769412547
August1,429,966849,58386112635
September437,802290,05369513581
Total5,232,9381,855,02037,47821113,836
LinkedInImpressionsReachEngagementLikes
January44,68914,1152,564610
February29,0688,1611,031373
March27,7359,8441,609385
April22,5297,797922259
May18,7347,314819246
June19,0147,338727250
July14,0915,163542136
August20,4438,390870485
September35,33111,5621,814790
TOTAL231,634     79,68410,8983,534
YOUTUBE   comments LikesViews
January21,9142,1610256102
February123,3169,17401553690
March117,25532,64222269764
April51,1565,15219126017
May53,1361,0810032,804
June46,767—0613,690
July69,650—  29,844
August56,96266001125,965
September52,5916,76521075,548
Total523,09750,870575453,580

2.1       FACEBOOK – KEY FINDINGS

  1. Facebook Page Impressions

UNICEF Uganda’s Facebook page posts had a total of 6,071,448 impressions[1]; 44,347 were Organic, 6,020,679 were on Boosted posts while 6,422 were Viral impressions[2].

The graphic below shows UNICEF Uganda’s Facebook page impressions per day for the month of September 2023. September 10 2023, had the highest impressions of 665,422 boosted, 1,522 organic, and 220 Viral.

b)   Facebook Reach and Impressions Metrics

Below is a breakdown of the September 2023 reach and impression metrics

Impression metricsTotals    The total impressions are   6,071,448   Representing a variation of    + 40.8% compared to      Aug 1, 2023 – Aug 31, 2023  
Organic Impressions44,347
Non-Organic Impressions6,020,679
Viral Impressions6,422
Users Reached2,703,786
Average Daily Users Reached90,126

Your Facebook page reach increased by 16.11% from that recorded during the month of August 2023.

c)   Page Engagement in terms of Impressions and Post Clicks

ImpressionsPost EngagementsClicksPage visitsEngaged Users
6,071,44876,70223,0088,45841,236
  • 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.

  • The brand awareness score was 77 representing a variation of -38.4% compared to   Aug 1, 2023 – Aug 31, 2023   
  • Audience Reach and Engagement demographics People reached

 As shown in the above graphic, majority of the users engaging with UNICEF Uganda’s Facebook content were males between the ages 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 2,703,786

Total post reach (number of people your posts were served to) was 382,705.

  • Your page reached the highest number of people on Sunday, September 10, 2023 (592,046).

 g)   Top Facebook posts by reach in September 2023

 h) Loyalty

During the month of September, you got +216 net followers this period. Your net followers are -4.42% from the month of August.

2.2       REACH AND ENGAGEMENT ON X @UNICEFUganda

  1. X Activity Overview

b)   Publishing behavior (Number of Posts and Replies)

In September 2023, UNICEF Uganda published 44 posts. These were 10 more than those posted during the month of August 2023.

The figures below show metrics of the engagement generated from your Twitter posting behavior. The impressions increased by +174%.

c)   Twitter Engagement Metrics

Engagement MetricsTotalsThe number of engagements increased by +176% since last month
Impressions3,559,998
Total engagements115,318
Replies75
Reposts681
Likes20,865
Engagements per follower2The number of Impressions per Tweet increased by 79.65% since last month  
Impressions per Follower51
Engagements per Tweet2,562
Impression per Tweet79,111
  • Top 5 posts September 2023

Links to top 5 posts:

  1. https://twitter.com/UNICEFUganda/status/1706950002415644756
  2. https://twitter.com/UNICEFUganda/status/1707725315726774752
  3. https://twitter.com/UNICEFUganda/status/1707134902171545986
  4. https://twitter.com/UNICEFUganda/status/1707298529960513936
  5. https://twitter.com/UNICEFUganda/status/1706632149971927263

e)   Twitter video activity September 2023

During the period of September 2023, one (01) new video was posted. This video garnered an impressive count of 404 views, with viewers spending a cumulative time of 121 minutes engaging with the content. Your boosting efforts paid off!

Link to the posted video:

  1. https://twitter.com/UNICEFUganda/status/1704051603110535293

Hashtag performance

The hashtag #InvestInUGChildren performed as seen below;

The hashtag #BestStartInLife performed as seen below;

  • LINKEDIN PERFORMANCE

3.   CONCLUDING REMARKS & RECOMMENDATIONS

  
FacebookIt is worth noting that, for the second consecutive month, there was a significant increase in the total Facebook impressions, which reached 6,071,448 during the month of September. 6,020,679 of theseimpressions, were on Boosted posts. This represents a notable increase of 40.8% compared to the previous month. Additionally, your Facebook page reach were 2,703,786 representing an increase of 16.11% compared to August 2023. This improvement in reach indicates an increase in the number of unique individuals who saw your Facebook page’s content during the month of August. These numbers indicate an improvement from the previous month, demonstrating the effectiveness of the content boosting and the growing interest and engagement from the audience on issues relevant to your audiences.  
xWe noted a consistent upward trend in your X activity during the month of September. In comparison to the previous month, you published 11 more posts, totaling 45 posts.   Impressively, your tweet impressions for September reached 3,559,998 people, marking a substantial increase of +174% compared August. This growth indicates a broader reach and heightened visibility for your content. Engagement with your posts also saw a noteworthy rise, totaling 115,318 interactions. This reflects a substantial increase of +176% compared to August 2023, showcasing a growing interest and connection with your audience. Your boosted tweets played a significant role in this success, earning an impressive 3,489,259 impressions and 103,754 engagements. This outcome showcases the effectiveness of your promotional efforts and highlights the potential for further success by continuing to frequently post and utilize X ads. By capitalising on this positive momentum, you can continue to expand your online presence and foster greater connections with your audience. In the month of September, a single video was shared, which received a total of 404 views. Viewers collectively spent 121 minutes engaging with the content. It’s worth noting that this video was not promoted or boosted, which explains the relatively lower view count. Consistent video content creation and posting on Twitter can enhance follower engagement and reach.
WebsiteDuring the month of September 2023, we noted that you published two (02) new articles.   With 21,425 totalPage Views, your website audience statistics show a slight decline in most of the audience metrics as compared to those recorded in August 2023 when more content was published.  
InstagramInstagram 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. The total engagement during the month of August were 695 interactions representing a variation of   -29.2% compared to the month of August.   These numbers represent a sharp decline from last month, calling for consistency in both posting and bosting content on your Instagram Page.
youtubeIn September 2023, you published five (05) new videos on YouTube, these were 02 more than you published last month. These videos garnered an impressive 75,563 views, and amassed a total of 1779.7 watch hours. Your efforts attracted 36 new followers. Your most watched video in this month was: (https://youtu.be/KtulOCqvFZg UNICEF with funding from the David Beckham Foundation, supports empowerment of girls in Adjumani) with 23,816 views and 01 like.
linkedinIn September, your LinkedIn activity was marked by the publication of 16 new posts, which was slightly lower than August’s numbers (by 03). However, these posts exhibited a remarkable engagement rate of 5.2%, resulting in a total engagement count of 1,854. This represented a substantial increase of 70.9% compared to August. Furthermore, the overall reach and impressions for the month also experienced significant growth. The total reach was 11,817, marking a 31.7% increase, while impressions soared to 35,976, reflecting a remarkable growth of 56.6% compared to the previous month of August.

In September, there was a substantial improvement in various social media metrics and website performance, with two notable exceptions being Instagram and the Website. The positive trends observed across most platforms highlight the significance of maintaining our existing strategies and further expanding upon our successes.

We still 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 continue utilizing:

  • 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.

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