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By Benard Kakuru
Monthly Report November 2023

IN-DEPTH MONTHLY ANALYSIS REPORT NOVEMBER 2023 

PREPARED BY

BACK TO UNICEF UGANDA DASHBOARD

Executive Summary

We recorded 1,043 articles containing children-related issues in Uganda that were published online in November 2023. This is a decrease of 16 articlesfrom those published in the month of October 2023.

Of the 1,043 articles published in November 2023, 262 were published under keeping children alive[1], 419 under keeping children safe[2] and 362 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 1,043 articles published online during the month of November 2023 on children-related issues, 20 articles mentioned UNICEF, an increase of two (02) from those registered in October 2023.

Among UNICEF comparators, the Ministry of Health (MOH) was the most mentioned with 68 followed by the UNHCR in 20 articles, MGLSD 19, Ministry OF Education and Sports in 15, World Health Organization (WHO) in 14 articles,UNFPA 10 among other comparators.

End of Month Analysis Report

  1. 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 30th November 2023.

  • ONLINE PUBLICATIONS

A total of 1,043 articles on children-related issues were published by online publications in November 2023, marking a decrease of 16 articles from those recorded for the month of October 2023.

The graph below shows the number of child-related articles published by websites in November 2023

With 171 and 166 articles , The New Vision  and NTV Uganda  website published the most articles on children-related issues respectively, followed by the Daily Monitor with 140 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 November 2023 as shown in the table below:

  Publication  Web AddressTotal No. of articles
All Africahttps://allafrica.com6
Daily Expresshttps://dailyexpress.co.ug5
Eagle Onlinehttps://eagle.co.ug5
Pulse newshttps://plusnews.ug/4
Kampala Dispatchhttps://www.dispatch.ug/2
Uganda Police Forcehttps://www.upf.go.ug/2
Research Gatehttps://www.researchgate.net/2
Peace Corpshttps://www.peacecorps.gov/1
Relief Webhttps://reliefweb.int/1
FG https://famagusta-gazette.com/1
Kigezi Timeshttps://www.kigezitimes.com/1
Kyaggwa TVhttps://kyaggwetv.com/1
Africa.comhttps://www.africa.com/1
Garowe Onlinehttps://www.garoweonline.com/1
The explorerhttps://explorer.co.ug1
The Informerhttps://www.informer.co.ug/1
UG Musichttps://ugamusic.ug/1
Pearl FMhttps://pearlfmuganda.com/1
Hoima Posthttps://hoimapost.co.ug/1
Pressathttps://pressat.co.uk/1
The Ugandan Dailyhttps://www.theugandandaily.com/1
All Africahttps://allafrica.com1
The Globe and Mailhttps://www.theglobeandmail.com1
Total 42
  • ARTICLE CATEGORIES

Articles under the category of Keeping Children Safe were the most reported totaling to 419, Keeping children Learning followed with 362 articles, while Keeping children Alive were the least at 262. The distribution of articles per category is illustrated below:

  • SENTIMENT OF THE ARTICLES PUBLISHED

The majority (422) of the children-related articles published online in November 2023 had a negative sentiment[4].

Out of the 422 children-related articles recorded as having negative sentiment in the month of November 2023, four (04) mentioned UNICEF. Below are articles with negative sentiments that mention UNICEF:

  1. https://hejnu.ug/effects-of-climate-events-on-maternal-child-health-neglected-un/ EFFECTS OF CLIMATE EVENTS ON MATERNAL, CHILD HEALTH NEGLECTED, UN.
  2. https://www.newvision.co.ug/category/news/rising-child-rights-violation-cases-worry-lea-NV_175956 Rising child rights violation cases worry leaders
  3. https://www.newvision.co.ug/category/news/unicef-raises-red-flag-over-soaring-stunting-NV_175841 UNICEF raises red flag over soaring stunting in Rwenzori
  4. https://nilepost.co.ug/2023/11/29/unicef-urges-swift-intervention-to-address-surge-in-stuntedness-among-kasese-children/ UNICEF urges swift intervention to address surge in stuntedness among Kasese children
  • UNICEF MENTIONS

Out of the 1,043 children-related articles we recorded that were published online in November 2023, 20 articles mentioned UNICEF Uganda, marking an increase of two (02) from those registered in October 2023.

  • COMPARATOR MENTIONS

Below is a graphic representation of the top-mentioned comparators in children-related articles recorded from online publications in November 2023.

Other comparators mentioned include;

  • UK Aid had six (06) mentions
  • United Nations and International Rescue Commission Four (04)
  • Office of the Prime Minister and three (03)
  • USAID, PEPFAR, Windle International, GIZ, Plan International, CEHURD, and Save the Children had One (01) mention each
  1. SOCIAL MEDIA PERFORMANCE

In this section, we analyze the performance of UNICEF Uganda’s social media platforms throughout the month of November 2023.

PlatformIMPRESSIONSReachENGAGEMENTLIKESFollowers
FACEBOOK4,658,1121,583,01780,197164,187216,438
X2,277,753–86,09425,067
INSTAGRAM803,337263,153772670
LinkedIn37,17714,8352,878838
YOUTUBE   Views
 58,4513210110,452

Summary: Cumulative Social Media Performance Metrics: Impressions, Reach, Engagement, and Likes (January 2023 – November 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 
October3,000,2821,416,04152,603 
November4,658,1121,583,01780,197 
Total37,682,71012,946,146640,573*164,187
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
October1,214,222–33,72411,228
November2,277,753–86,09425,067
Total14,265,801 –579,286166,283
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
October323,254145,89893114829
November803,337263,15377216670
Total6,359,5292,264,07139,18124115,335
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
October43,70416,4315,404923
November37,17714,8352,878838
TOTAL312,515       110,95019,1805,295
YOUTUBE   comments LikesViews
January21,9142,1610256102
February123,3169,17401553690
March117,25532,64222269764
April51,1565,15219126017
May53,1361,0810032,804
June46,7674,0580613,690
July69,650—  29,844
August56,96266001125,965
September52,5916,76521075,548
October54,0461,9092423,425
November58,45132100110,452
Total635,59463,92378087,457
  1. UNICEF UGANDA X
Total FollowersFollowers increasePosts publishedImpressionsImpressions Per Follower
 69,865360372,277,75333
EngagementsEngagement per FollowerReposts without commentsLikesLink Clicks
86,094169925,06758
  1. October 2023 X summary
  1. October 2023 Top post Activity
  1. UNICEF UGANDA FACEBOOK PAGE
  2. Facebook Page Fan Increase Statistics

By the end of November 2023, UNICEF Uganda Facebook page had 164,187 likes, marking a significant decrease of 59, from those recorded at the end of October 2023.  

  1. Demographics of Facebook Page fans
  1. Location of Facebook Page fans (Top 10 cities, countries)

From the statistics displayed above, most of the Facebook fans for the UNICEF Uganda page are from Kampala, Uganda.

  1. Facebook Page Engagement by Age and Gender

The majority of the users engaging with UNICEF Uganda’s Facebook content were males (76%) between the ages of 25 – 34 years.

  1. Publishing behavior

During October 2023, UNICEF Uganda made 22 posts. These were less by 8 compared tothose you posted in October 2023. The majority (17) of the posts were photos, 2 were links, 2 videos, 1 text post. UNICEF Uganda did not share any stories on Facebook in the month of November 2023.

  1. Performance of Facebook video posts

UNICEF Uganda Facebook page November 2023 video views increased by 86,798.7% from those that you had in October 2023.

Video ViewsPaid Video ViewsOrganic Video ViewsAuto-played Video ViewsClicked-to-Play Video ViewsVideo Repeats
136,431136,056375135,53289988

From chart 1 above, total video views are 136,431 representing a variation of +86,798.7% compared to October 2023. 99.7% of the views were paid views from boosting your content. This indicates that boosting your content contributes a lot in driving engagement for your content.

From chart 2, 899 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 November 2023, UNICEF Uganda got 13,160 minutes viewed, of which 137 were organic and 13,023 were paid from boosting your content. This saw a significant increase of 23,307% compared to the minutes viewed in October 2023.

NOTE: Refer to Footnote[5] for video metric term definitions.

  1. Top Performing Organic Posts
  1. Top performing videos

Links to top videos

  1. https://www.facebook.com/unicefuganda/videos/1776920916069734/
  2. https://www.facebook.com/unicefuganda/videos/368061355783063/
  3. https://www.facebook.com/unicefuganda/videos/472391128324863/
  4. https://www.facebook.com/unicefuganda/videos/1334555860431434/
  5. https://www.facebook.com/unicefuganda/videos/10152526262546448/
  6. Insights for top performing video

Top five countries and regions where this video got its most views.

This post reached 177,478 people and 1,015 engaged with it.

  1. UNICEF Facebook Pages Analysis (Regional-East Africa)

In this section, we compare the performance of UNICEF Uganda’s Facebook performance with that for other UNICEFs. Below is a chart showing 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 Burundi made the most Facebook posts in the month of November, followed by UNICEF Rwanda. UNICEF Uganda ranks fourth in terms of the total number of posts made in the month of November 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 Tanzania has the highest PTAT, while UNICEF Uganda ranks second last. This indicates a decrease in active engagement and conversation among your users compared to October.

In summary, UNICEF Uganda’s page demonstrates a slight decline in the number of posts shared, page fans and PTAT. However, daily interactions have continued to increase which is attributed to posting engaging content. 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.

  1. Media House Social Media Fan Base Graph

From the graph above, there was an increase in the number of Facebook likes for Daily Monitor, Bukedde TV and KFM while the rest experienced a decline in Facebook likes. All the top media houses experienced an increase in X followers in the month of November 2023.

  1. Hashtag Tracking

Here, we track the monthly performance of your main hashtags on Twitter.

  1. #BestStartInLife

Original Posts: 2       Reposts: 14                Replies: 2

  • #InvestInUGChildren

Original Posts: 34                          Retweets: 319

  1. YOUTUBE

Between 1st and 30th November 2023, UNICEF Uganda published 01 new video on YouTube.

a.   Key metrics table      

Subscribers+/-Videos  ViewsImpressionsLikesCommentsShares
2,020450312,97358,45110000

From the graph above, UNICEF Uganda had the highest video views on YouTube on 01st November 2023 at2,025 and got the highest number of returning viewerson the same day, 01st Novemberat 947 and 522 new viewers and after which they all experienced a decline throughout the month. In November, UNICEF Uganda’s YouTube channel experienced an increase in impressions however, views continued to decrease. Impressions went up by 4,405 while views went down by 12,973. 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 November 2023, you uploaded 01 video. Your channel got 10,452 views marking a decrease of 80% from those obtained in the month of October. This was less than the views 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 publish 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 females between the age of 25-34 years.

  • Top five performing videos

Links to the top five videos

  1. https://www.youtube.com/watch?v=IT9NrFBdmjM  
  2. https://www.youtube.com/watch?v=hS9sGOSTHU0 
  3. https://www.youtube.com/watch?v=RWFskLEDMJI
  4. https://www.youtube.com/watch?v=v-H2xs2vcNk
  5. https://www.youtube.com/watch?v=Po6eQ-66Z7Y

From the results above, we continue to encourage you to post regularly to keep the YouTube channel active and to share links of various videos to allow interactions. We do encourage;

  1. Creating compelling thumbnails that will attract your audience to click.
  2. Continue optimizing video descriptions; add more relevant keywords and tags in the description.
  3. Engage with your community. Respond to comments on your videos to keep the communication with your audience.
  4. Continue updating the community section with engaging posts, polls to allow engagement on your channel.
  1. 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 eight (08) new articles on your website in the month of November 2023. This indicates a decrease of one (01) article from those published in October 2023

  • Standard Key Performance Indicators (KPIs)

New Users

Returning Users

  • Site Pages and Pageviews

The UNICEF Uganda website had a total of 16,702 Page Views during the month of November 2023. These decreased by 6,803 from those recorded during the month of October 2023. Below are the 5 most visited UNICEF Uganda web pages in November 2023.

  • The average number of active users throughout the month

The website recorded its highest count of active users (656) on November 06th, 2023, as the graphic below shows.

  • Website usage by demographic groups (User attributes: Gender, Location, interests, and age)
  • Website Engagement by New Vs. Returning users and Tech usage overview:

Audience summary

In the month of November 2023, the website experienced a decline in most audience metrics compared to those recorded in October 2023.

  • With 13,453 users, there was a decrease of 4,665 website users from those recorded in October 2023.
  • The Page views decreased by 6,803 to 16,702 in November 2023.
  • The average engagement rate[7] is 1m 14s which is a slight increase from the 1:13s registered at the end of October 2023.

The number of sessions decreased from 23,686 registeredin October 2023 to 18, 232 in November 2023

CONCLUDING NOTES

During the month of November 2023, we observed an improvement in the performance of your platforms and boosting your content. You did such a great job! However, content posting was lower than that in October 2023.

UNICEF Uganda Facebook generated an increase in content interactions, reach and impressions. Engagement increased by 52.5%, reach by 11.8% and impressions increased by 55.3% compared to October 2023. This is attributed to posting engaging content in different media types and boosting your content.

Instagram reach and impressions increased compared to the previous month. Reach increased by 180% and Impressions by 149%. However, engagement dropped by 19.8%. This implies that your content reached very many unique users however not all interacted with it. We encourage more posts and SEO Instagram optimization on relevant keywords, tags and captions.

In X platform, UNICEF Uganda maintained a steady increase in the number of followers, engagement, and impressions. Engagement and impressions increased by 255% and 188% respectively.

#InvestInUGChildren performance is really improving as compared to #BestStartInLife. We encourage you to keep posting with these hashtags to popularize them for people to engage using the hashtags.

UNICEF Uganda posted eight articles on the website in November 2023. These were less by one compared to those published in October 2023. Total page views decreased by 6,603 in November 2023, from those recorded in the previous month.

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 and activities.

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 the 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 improve web traffic.

In terms of utilizing media types, this was fairly done in November where you utilized five media types – photos, reels, videos and links on your Facebook, X and Instagram.

From the analysis, 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 also encourage native content for the different platforms. It is important to note that while sharing links to the website and YouTube channel to the different platforms is good, we observed that posts that allow users to stay on that platform perform better than redirects (links).

We also encourage creating more of the top performing content indicated in the analysis in this report because it shows what your audience is more interested in.

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.

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