IN-DEPTH MONTHLY ANALYSIS REPORT OCTOBER 2023
PREPARED BY
Executive Summary
We recorded 1,059 articles containing children-related issues in Uganda that were published online in October 2023. This is a decrease of 97 articlesfrom those published in the month of September 2023.
Of the 1,059 articles published in October 2023, 275 were published under keeping children alive[1], 291 under keeping children safe[2] and 493 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 1,059 articles published online during the month of September 2023 on children-related issues, 18 articles mentioned UNICEF marking an increase of three (03) from those registered in September 2023.
Among UNICEF comparators, the Ministry of Education & Sports (MoES) was the most mentioned with 48 followed by the Ministry of Health (MOH) in 45 articles, UNHCR 15, World Health Organization (WHO) in 14 articles,UNFPA 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 in Uganda are packaged and published by online publications and across social media platforms. UMC is also expected to track the performance of UNICEF Uganda’s Social Media accounts, UNICEF Uganda’s hashtags and mentions, as well as the performance of UNICEF Uganda website. This is the report presenting our findings of the above from 1st to 31st October 2023.
- ONLINE PUBLICATIONS
A total of 1,059 articles on children-related issues were published by online publications in October 2023, marking a decrease of 97 articles from those recorded for the month of September 2023.
The graph below shows the number of child-related articles published by websites in October 2023
With 170 articles each, The New Vision and NTV Uganda website published the most articles on children-related issues, followed by the Daily Monitor with 116 articles.
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 October 2023 as shown in the table below:
- ARTICLE CATEGORIES
Articles under the category of Keeping Children Learning were the most reported totaling to 493, Keeping children Safe followed with 291 articles, while Keeping children Alive were the least at 275. The distribution of articles per category is illustrated below:
- SENTIMENT OF THE ARTICLES PUBLISHED
The majority (511) of the children-related articles published online in October 2023 had a Positive sentiment[4].
Out of the 427 children-related articles recorded as having negative sentiment in the month of October 2023, six (06) mentioned UNICEF. Below are articles with negative sentiments that mention UNICEF:
- https://www.newvision.co.ug/category/health/one-in-10-babies-worldwide-are-born-early-rep-NV_171973 One in 10 babies worldwide are born early — report
- https://www.newvision.co.ug/category/amawulire/abaana-emitwalo-40-bafa-lwa-ndwadde-ezeekuusa-BUK_141525 Abaana emitwalo 40 bafa lwa ndwadde ezeekuusa ku mazzi n’obucaafu
- https://www.bukedde.co.ug/amawulire/BUK_141525/abaana-emitwalo-40-bafa-lwa-ndwadde-ezeekuusa Abaana emitwalo 40 bafa lwa ndwadde ezeekuusa ku mazzi n’obucaafu
- https://www.ugandaradionetwork.net/story/1-in-10-babies-are-born-preterm-with-complications-report 1 in 10 Babies are Born Preterm, with Complications- Report
- https://www.newvision.co.ug/category/amawulire/omuwendo-gwabanoonyi-bobubudamu-abafuna-embut-BUK_142338 Omuwendo gw’abanoonyi b’obubudamu abafuna embuto nga tebannetuuka guwuninkiriza ababaka.
- https://www.bukedde.co.ug/amawulire/BUK_142338/omuwendo-gwabanoonyi-bobubudamu-abafuna-embut Omuwendo gw’abanoonyi b’obubudamu abafuna embuto nga tebannetuuka guwuninkiriza ababaka
- 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 1,059 children-related articles we recorded that were published online in October 2023, 18 articles mentioned UNICEF, marking an increase of three (03) from those registered in September 2023.
Below is a graphic representation of the top-mentioned comparators in children-related articles recorded from online publications in October 2023.
Other comparators mentioned include;
- World Food Program had seven (07) mentions
- USAID had six (06) mentions
- United Nations and International Rescue Commission Four (04)
- Office of the Prime Minister and three (03)
- PEPFAR had two (02)
- Windle International, GIZ, Plan International, CEHURD, and 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 October 2023.
| Platform | IMPRESSIONS | Reach | ENGAGEMENT | LIKES |
| 3,000,282 | 1,416,041 | 52,603 | 164,246 | |
| X | 1,214,222 | – | 33,724 | 11,228 |
| 323,254 | 145,898 | 931 | 829 | |
| 43,704 | 16,431 | 5,404 | 923 | |
| YOUTUBE | Views | |||
| 54,046 | 1,909 | 06 | 23,425 |
Summary: Cumulative Social Media Performance Metrics: Impressions, Reach, Engagement, and Likes (January 2023 – October 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 | ||
| October | 3,000,282 | 1,416,041 | 52,603 | ||
| Total | 33,024,598 | 11,363,146 | 560,376 | *164,246 | |
| 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 | |
| October | 1,214,222 | – | 33,724 | 11,228 | |
| Total | 11,988,048 | – | 493,192 | 141,216 | |
| 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 |
| October | 323,254 | 145,898 | 931 | 14 | 829 |
| Total | 5,556,192 | 2,000,918 | 38,409 | 225 | 14,665 |
| 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 | |
| October | 43,704 | 16,431 | 5,404 | 923 | |
| TOTAL | 275,338 | 96,115 | 16,302 | 4,457 | |
| 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 | 6,765 | 2 | 10 | 75,548 |
| October | 54,046 | 1,909 | 2 | 4 | 23,425 |
| Total | 577,143 | 59,544 | 7 | 79 | 77,005 |
| Total Followers | Followers increase | Posts published | Impressions | Impressions Per Follower |
| 69,505 | 358 | 55 | 1,214,222 | 17 |
| Engagements | Engagement per Follower | Reposts without comments | Likes | Link Clicks |
| 33,724 | 0.4 | 529 | 11,228 | 3 |
- October 2023 X summary
- October 2023 Top post Activity
- UNICEF UGANDA FACEBOOK PAGE
- Facebook Page Fan Increase Statistics
By the end of August 2023, UNICEF Uganda Facebook page had 164,246 likes, marking a decrease of 8, from those recorded at the end of September 2023.
- Demographics of Facebook Page fans
- Location of Facebook Page fans (Top 10 cities, countries)
v
- Facebook Page Engagement by Age and Gender
The majority of the users engaging with UNICEF Uganda’s Facebook content were males (75%) between the ages of 25 – 34 years.
- Publishing behavior
During October 2023, UNICEF Uganda made 30 posts. These were more by 17 compared tothose you posted in September 2023. The majority (25) of the posts were photos, 3 were links and 2 graphics. UNICEF Uganda also shared two (02) stories on Facebook in October 2023. We commend you for keeping the page active last month.
- Performance of Facebook video posts
UNICEF Uganda Facebook page October 2023 video views decreased by 99.5% from those that you had in September 2023.
| Video Views | Paid Video Views | Organic Video Views | Auto-played Video Views | Clicked-to-Play Video Views | Video Repeats |
| 157 | 0 | 157 | 146 | 11 | 56 |
From chart 1 above, total video views are 157 representing a variation of -99.5% compared to September 2023. All the 157 video views were organic with no paid views. This indicates that boosting your content contributes a lot in driving engagement for your content.
From chart 2, 11 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 October 2023, UNICEF Uganda got 58 minutes viewed and they were all organic. This continued to reduce and this time by 98% compared to the minutes viewed in September 2023.
NOTE: Refer to Footnote[5] for video metric term definitions.
- Top Performing Organic Posts
- Top performing videos
Links to top videos
- https://www.facebook.com/unicefuganda/videos/472391128324863/
- https://www.facebook.com/unicefuganda/videos/1230290407378295/
- https://www.facebook.com/unicefuganda/videos/1288916368474634/
- 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 October, followed by UNICEF Burundi. UNICEF Uganda ranks third in terms of the total number of posts made in the month of October which indicates an improvement in the number of posts.
Engagement Rate per Post: UNICEF Tanzania has the highest engagement rate among all the East African countries. UNICEF Uganda has maintained the second position 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.
On People Talking About This (PTAT), UNICEF Uganda has the highest PTAT, indicating an increase in active engagement and conversation among your users.
In summary, UNICEF Uganda’s page demonstrates a notable improvement in the number of posts shared, 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. This is really encouraging.
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, NewVision, Urban TV and Vision Group Uganda 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.
- #BestStartInLife
Original Posts: 5 Retweets: 9
- #InvestInUGChildren
Original Posts: 44 Retweets: 332
- YOUTUBE
Between 1st and 31th October 2023, UNICEF Uganda published 03 new videos on YouTube.
a. Key metrics table
| Subscribers | +/- | Videos | Views | Impressions | Likes | Comments | Shares |
| 1,975 | 34 | 03 | 23,425 | 54,046 | 3 | 02 | 00 |
From the graph above, UNICEF Uganda had the highest video views on YouTube on 23rd October 2023 at2,110 and got the highest number of returning viewerson the same day, 23rd Octoberat 917 and 874 new viewers. In October, UNICEF Uganda’s YouTube channel experienced a noticeable decrease in both views and impressions. Views went down by 52,123 and impressions by 1,455 compared to September 2023. The number of posts shared also decreased by two (2). We continue to encourage consistency in posting engaging video content to keep the channel active.
- Watch time (hours)
In the month of October 2023, you uploaded 03 videos. Your channel got 23,425 views marking a decrease of 31% from those obtained in the month of September. This was less than the view 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 also note a slowly growing audience from YouTube search. 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
- https://www.youtube.com/watch?v=IT9NrFBdmjM
- https://www.youtube.com/watch?v=v-H2xs2vcNk
- https://www.youtube.com/watch?v=hS9sGOSTHU0
- https://www.youtube.com/watch?v=36fy12OPbNA
- https://www.youtube.com/watch?v=RWFskLEDMJI
- 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.
4.1. Website Posting
We noted that you published nine (09) new articles on your website in the month of October 2023. This indicates an increase seven (07) pieces of content compared to September 2023 where only 02 pieces of content were published.
4.2. Standard Key Performance Indicators (KPIs)
4.3. Acquisition: How visitors find and reach your website.
4.4. Top 10 landing pages.
4.5. Site Pages and Pageviews
The UNICEF Uganda website had a total of 23, 505 Page Views during the month of October 2023. These increased by 2,080 from those recorded during the month of September 2023. Below are the 5 most visited UNICEF Uganda web pages in October 2023.
4.6. The average number of active users throughout the month The website recorded its highest count of active users (878) on October 17th, 2023, as the graphic below shows.
4.7. Website usage by age and gender
4.8. Website Engagement by New vs. Returning visitors
Audience summary
In the month of October 2023, the website audience an improvement in most of audience metrics as compared to those recorded in September 2023.
- With 18,118 users, there was an increase of 203 website users from those recorded in September 2023.
- The Pageviews increased by 2,080 to 23,505 in October 2023.
- The average engagement rate[1] is 1m13s which is a slight increase from the 1:03s registered at the end of September 2023.
- The number of sessions increased from 21,822 registeredin September 2023 to 23,686 in October 2023.
[1] The percentage of visitors to a particular website who navigate away from the site after viewing only one page.
- CONCLUDING NOTES
During the month of October 2023, we observed that there was a decrease in the performance of your platforms. Most of the results obtained were organic as boosting efforts were low in October 2023. However, we noted that you managed to keep your platforms active with regular posting of engaging content in different forms. We commend you for that.
Facebook content interactions experienced a decrease in the month of October 2023. Facebook impressions were 3,000,282 which marked a 50.6% decrease compared to September 2023. Additionally, your Facebook page reach also experienced a decrease of 47.56%. This indicates a reduction in the number of unique individuals who saw your Facebook page’s content during the month of October 2023. This is attributed to low boosting efforts as earlier indicated.
Instagram reach and impressions continued to experience a decrease which was also noted in the previous month. Reach decreased by 49.69% reaching 145,898 individuals and Impressions decreased by 26.2%, with 323,254. Organic results are got but we encourage regular boosting so that your content reaches as many people as possible to derive engagement, followers and likes.
In October 2023, X platform maintained a steady increase in the number of followers, however, engagement, and impressions saw a notable decline. X impressions in October were 1,214,222, marking a decrease of 66% from September 2023. Engagement declined to 33,724 indicatinga decrease of 71% from September 2023. This is a very big decline which greatly affects the performance of the platform.
We continue to encourage you to maintain the practice of regular posting and timely content boosting on all platforms to capture users’ attention, drive active engagement with your content and keep the performance of the platforms high. We do notice the increase in posting with the hashtag #InvestInUGChildren which has increased its performance as compared to #BestStartInLife. We encourage you to keep posting with these hashtags to popularize them for people to engage with them.
UNICEF Uganda’s website saw an increase in posting activity as compared to September with nine (09) new articles. This improved the performance of the website with more total page views of 30,949.
We continue to 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 commend you for the consistency in sharing some of website content across your social media platforms which drives traffic to the website. Also, maintain the practice of boosting on YouTube and linking back to the website to further boost web traffic.
In October 2023, you published three (03) YouTube videos and three (03) unlisted 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 as well as frequently boosting your videos.
In terms of utilizing media types, this was well done in October where you utilized five media types – photos, reels, graphics and infographics and links on your Facebook, X and Instagram.
We continue to encourage you to use more of the different media types to keep your users engaged in different way but to also communicate to many 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.
