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By Benard Kakuru
Reach And Engagement Report January 2023

IN-DEPTH ANALYSIS OF REACH, ENGAGEMENT AND IMPACT OF UNICEF UGANDA ONLINE MESSAGES FOR JANUARY 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 January 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 02 February 2023 5:00 PM E.A.T)

1.   ONLINE PUBLICATIONS

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

  1. UNICEF UGANDA WEBSITE POSTING

During the month of January 2023, UNICEF Uganda published four (04) articles on the website:

  1. ONLINE ARTICLES MENTIONING UNICEF

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

CHILD MALNUTRITION

  1. https://www.youtube.com/watch?v=zivfqwa-MUE BATTLING MALNUTRITION: Project aims at improving nutrition in Karamoja (311 views, 2 likes , 1 comment)
  2. https://www.youtube.com/watch?v=57CvRIZCDYs Disabling poor feeding, Five-year proper feeding project launched in Uganda (70 views)
  3. https://globalpressjournal.com/africa/uganda/crops-grow-children-go-hungry/ Where Crops Grow, but Children Go Hungry
  4. https://www.newvision.co.ug/category/world/un-calls-for-urgent-help-to-combat-acute-chil-151531 UN calls for urgent help to combat acute child malnutrition (599 views)

POOREST LEARNERS

TEENAGE PREGNANCY

  1. https://www.watchdoguganda.com/news/20230125/148588/over-32000-girls-get-pregnant-in-uganda-every-month-minister-mateke.html Over 32,000 girls get pregnant in Uganda every month- Minister Mateke
  2. https://www.newvision.co.ug/category/news/concerted-effort-needed-to-end-teenage-pregna-152364 ‘Concerted effort needed to end teenage pregnancy’ (214 views)

EBOLA

  1. https://thewhistler.ng/finally-uganda-is-free-from-ebola-virus/ Finally, Uganda Is Free From Ebola Virus (55 shares)
  2. https://www.monitor.co.ug/uganda/news/national/govt-lists-priority-plans-after-successful-ebola-fight-4083714 Govt lists priority plans after successful Ebola fight

YELLOW FEVER

  1. https://www.who.int/emergencies/disease-outbreak-news/item/2022-DON431 Yellow fever – African Region (AFRO)
  2. https://www.precisionvaccinations.com/yellow-fever-less-risky-certain-african-countries Yellow Fever Less Risky in Certain African Countries

CHILD MORTALITY

  1. https://www.zawya.com/en/press-release/africa-press-releases/improve-healthcare-access-to-end-preventable-tragedy-of-child-mortality-oem28asa Improve healthcare access to end ‘preventable tragedy’ of child mortality
  2. https://www.monitor.co.ug/uganda/news/world/un-decries-intolerable-loss-of-5-million-children-in-2021-4082716 UN decries ‘intolerable’ loss of 5 million children in 2021
  3. https://ugandaradionetwork.net/story/a-child-died-once-every-4-4-seconds-in-2021un-report A Child Died Once Every 4.4 Seconds in 2021–UN Report
  4. https://newz.ug/a-child-died-once-every-4-4-seconds-in-2021-united-nations-report/ A child died once every 4.4 seconds in 2021 – United Nations report
  5. https://www.politico.com/newsletters/future-pulse/2023/01/30/why-progress-on-child-mortality-has-slowed-00080080 Progress on child mortality slowed. Here’s why

CHILD WIVES

CHILD PROTECTION

OTHER MENTIONS

  • SOCIAL MEDIA

In this part, we analyze how your major social media platforms performed throughout the month of January 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 International Day of Education 2023 celebrations, children with special needs, ending teenage pregnancy, girl child education and protection, and COVID19, and tagged them with the hashtags #InvestInUGChildren, #EndTeenagePregnancy, #ForEveryChild, #EducationDay, #ProtectTheGirl, #teenagepregnancy, #SDG4 and #COVID19 among others.

2.1       FACEBOOK – KEY FINDINGS

  1. Facebook Page Impressions

UNICEF Uganda’s Facebook page posts had a total of 4,209,410 impressions[1]; 86,216 were organic while 4,123,194 were on boosted posts. The graphic below shows UNICEF Uganda’s Facebook page impressions per day for the month of January 2023.

b)   Facebook Reach and Impressions Metrics

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

Impression metricsTotals  Total Impressions increased by 156% since last month
Organic Impressions86,216
Non Organic Impressions4,123,194
Total Impressions4,209,410
Users Reached885,813
Average Daily Users Reached28,575

Your Facebook page reach increased by 47.7% from that recorded during the month of December 2022.

c)   Page Engagement in terms of Impressions and Post Clicks

ImpressionsPost EngagementsClicksProfile visitsEngaged Users
4,209,41060,76645,9714,16950,141
  • Audience Reach and Engagement demographics People reached

The statistics above show the demographics of people reached by content posted by 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 18 – 24 years.

e)   Total reach and post reach

The total 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 885,813.  Organic reach was 53,962 while paid reach was 831,851.

Total post reach (number of people your posts were served to) was 853,091. Organic post reach was 21,240 while paid post reach was 831,851. Your posts reached the highest number of people on 27th January 2023.

f)    Top Facebook posts by reach and engagement in January 2023

g)   Interaction Rate by Post Type

In the month of January 2023, you posted photos, videos and a link.

h)   Facebook Stories Insights

During the month of January 2023, you posted six (06) Facebook stories.

2.2       REACH AND ENGAGEMENT ON TWITTER @UNICEFUganda

a)   Publishing behavior (Number of Profile Tweets)

In January 2023, UNICEF Uganda posted 17 tweets. These were two (02) more than those posted during the month of December 2022. The figures below show metrics of the engagement generated from your Twitter posting behavior. The impressions increased by 78%.

  • Twitter Activity Overview

c)   Twitter Engagement Metrics

Engagement MetricsTotalsThe number of engagements decreased by 40.4% since last month
Total engagements17,079
Replies101
Retweets291
Likes3,571
Engagements per follower0.3The number of Impressions per Tweet increased by 57% since last month
Impressions per Follower8.7
Engagements per Tweet1,005
Impression per Tweet32,249

NOTE: You got the highest number of interactions on 9th January 2023.

  • Top tweets January 2023

e)   Twitter video activity December 2022

You published four (04) new videos in January 2023.  Your videos earned 18,784 views with 1,839 minutes of watch time during the period under review.

Your Twitter videos were watched to completion 540 times.

  • 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 January 2023, your Twitter impressions increased by 78% and engagement reduced by 40.4%. Your boosted tweets earned 486,275 impressions and 11,830 engagements. Maintain the practice of frequently posting and utilizing Twitter ads so you can achieve even higher reach and engagement.

In January 2023, you posted four (04) videos on Twitter which resulted in more video views due to boosting. With more videos, you will achieve more organic views and engagement.

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. Posts are 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,

……………………………

ENID KEREN NABUMATI knabumati@gmail.com 0789288289

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

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