IN-DEPTH MONTHLY ANALYSIS REPORT DECEMBER 2023
PREPARED BY
Executive Summary
We recorded 842 articles containing children-related issues in Uganda that were published online in December 2023. This is a decrease of 201 articlesfrom those published in the month of November 2023.
Of the 842 articles published in December 2023, 329 were published under keeping children alive[1], 329 under keeping children safe[2] and 184 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 842 articles published online during the month of December 2023 on children-related issues, 19 articles mentioned UNICEF marking a decrease of one (01) from those registered in November 2023.
Among UNICEF comparators, the Ministry of Health (MOH) was the most mentioned with 28 followed by the, Ministry of Education and Sports in 16, World Health Organization (WHO) in 10 articles,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 the UNICEF Uganda website. This is the report presenting our findings from 1st to 31st December 2023.
- ONLINE PUBLICATIONS
A total of 842 articles on children-related issues were published by online publications in December 2023, marking a decrease of 201 articles from those recorded for the month of November 2023.
The graph below shows the number of child-related articles published by websites in December 2023
With 124 and 95 articles, NTV Uganda and The New Vision website published the most articles on children-related issues respectively, followed by the Daily Monitor with 84 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 December 2023 as shown in the table below:
- ARTICLE CATEGORIES
Articles under the category of Keeping Children Safe and Keeping children Learning were the most reported totaling to 329 each, while Keeping children learning were the least at 184. The distribution of articles per category is illustrated below:
- SENTIMENT OF THE ARTICLES PUBLISHED
The majority (494) of the children-related articles published online in December 2023 had a positive sentiment[4].
Out of the 233 children-related articles recorded as having negative sentiment in the month of December 2023, seven (07) mentioned UNICEF. Below are articles with negative sentiments that mention UNICEF:
- https://www.medicalnewstoday.com/articles/why-are-cases-of-hiv-infections-on-the-rise-among-girls Why are cases of HIV infections on the rise among girls?
- https://www.middleeastmonitor.com/20231225-2023-to-go-down-as-one-of-the-most-difficult-years-for-children-worldwide-unicef/ 2023 to go down as ‘one of the most difficult’ years for children worldwide: UNICEF
- https://www.dailysabah.com/world/2023-one-of-most-difficult-years-for-children-worldwide-unicef/news 2023 ‘one of most difficult’ years for children worldwide: UNICEF
- https://www.ntv.co.ug/ug/news/national/kasese-tops-uganda-in-child-stunted-growth-4450876 Kasese tops Uganda in child stunted growth
- https://www.youtube.com/watch?v=MQNTywWGGkY Kasese tops Uganda in child stunted growth
- https://www.newvision.co.ug/category/news/central-northern-region-top-child-abuse-cases-NV_176433 Central Northern Region top child abuse cases –Report
- https://developmentdiaries.com/uganda-despite-law-child-trafficking-cases-rise/ Uganda: Despite Law, Child Trafficking Cases Rise
- UNICEF MENTIONS
Out of the 842 children-related articles we recorded that were published online in November 2023, 19 articles mentioned UNICEF, marking a decrease of one (01) from those registered in November 2023.
This part looks at how online publications reported about UNICEF Uganda in comparison with other humanitarian and children’s mandate agencies.
Below is a graphic representation of the top-mentioned comparators in children-related articles recorded from online publications in December 2023.
Other comparators mentioned include;
- United Nations High Commissioner for Refugees (UNHCR) had five (05) Mentions
- UK Aid and World Food Program had four (04) mentions each.
- PEPFAR, Red Cross Society and United Nations Population Fund (UNFPA) had three (03)
- USAID, Uganda AIDS Commission, BRAC, MGLSD, Action Aid, GIZ and World Bank 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 December 2023.
| Platform | IMPRESSIONS | Reach | ENGAGEMENT | LIKES | Followers |
| 1,472,094 | 1,023,658 | 64,792 | 164,112 | 216,368 | |
| X | 1,892,396 | – | 24,940 | 5,531 | |
| 242,484 | 158,654 | 414 | 370 | ||
| 27,944 | 9,269 | 1,759 | 602 | ||
| YOUTUBE | Views | ||||
| 54,947 | 5,314 | 04 | 17,146 | ||
Summary: Cumulative Social Media Performance Metrics: Impressions, Reach, Engagement, and Likes (January 2023 – December 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 | ||
| November | 4,658,112 | 1,583,017 | 80,197 | ||
| December | 1,516,837 | 1,023,658 | 64,792 | ||
| Total | 39,199,547 | 13,969,804 | 705,490 | *164,112 | |
| 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 | |
| November | 2,277,753 | – | 86,094 | 25,067 | |
| December | 1,892,396 | – | 24,940 | 5,531 | |
| Total | 16,158,197 | – | 604,226 | 171,814 | |
| 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 |
| November | 803,337 | 263,153 | 772 | 16 | 670 |
| December | 242,484 | 158,654 | 414 | 02 | 370 |
| Total | 6,602,013 | 2,422,725 | 39,595 | 243 | 15,705 |
| 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 | |
| November | 37,177 | 14,835 | 2,878 | 838 | |
| December | 27,944 | 9,269 | 1,759 | 602 | |
| TOTAL | 340,459 | 120,219 | 20,939 | 5,897 | |
| 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 | 4,058 | 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 |
| November | 58,451 | 321 | 0 | 01 | 10,452 |
| December | 54,947 | 5,314 | 0 | 4 | 17,146 |
| Total | 690,541 | 69,237 | 7 | 84 | 534,447 |
| Total Followers | Followers increase | Posts published | Impressions | Impressions Per Follower |
| 70,040 | 175 | 27 | 1,892,396 | 27 |
| Engagements | Engagement per Follower | Reposts without comments | Likes | Link Clicks |
| 24,940 | 0.4 | 239 | 5,531 | 611 |
- December 2023 X summary
- December 2023 Top post Activity
- UNICEF UGANDA FACEBOOK PAGE
- Facebook Page Fan Increase Statistics
By the end of December 2023, UNICEF Uganda Facebook page had 164,112 likes, marking a decrease of 75, from those recorded at the end of November 2023.
- Location of Facebook Page fans (Top 10 cities, countries)
- Facebook Page Engagement by Age and Gender and demographic
The majority of the users engaging with UNICEF Uganda’s Facebook content were males (75%), between the ages of 25 – 34 years from Uganda.
- Publishing behavior
In December 2023, UNICEF Uganda made 12 posts. These were less by 22 compared tothose you posted in November 2023. The majority (09) of the posts were photos, 1 was a link and 2 graphics. UNICEF Uganda also shared two (02) stories on Facebook in December 2023.
- Performance of Facebook video posts
UNICEF Uganda Facebook page December 2023 video views decreased by 99.8% from those that you had in November 2023.
| Video Views | Paid Video Views | Organic Video Views | Auto-played Video Views | Clicked-to-Play Video Views | Video Repeats |
| 236 | 0 | 236 | 222 | 14 | 23 |
From chart 1 above, total video views are 236 representing a variation of -99.8% compared to November 2023. All the 236 video views were organic with no paid views.
From chart 2, 14 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 December 2023, UNICEF Uganda got 90 minutes viewed and they were all organic. This reduced by 99% compared to the minutes viewed in November 2023.
NOTE: Refer to Footnote[5] for video metric term definitions.
- Top Performing Organic Posts
Here are the top performing organic posts. Understanding what’s working can help you decide what to create and share next, so you can keep up the great work.
- Top performing videos
Links to top videos
- https://www.facebook.com/unicefuganda/videos/368061355783063/
- https://www.facebook.com/unicefuganda/videos/1776920916069734/
- https://www.facebook.com/unicefuganda/videos/472391128324863/
- https://www.facebook.com/unicefuganda/videos/745459129713556/
- 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 South Sudan made the most Facebook posts in December, followed by UNICEF Rwanda. UNICEF Uganda ranks fourth with UNICEF Tanzania in terms of the total number of posts made in December. This shows a decline in UNICEF Uganda’s posting.
Engagement Rate per Post: UNICEF Uganda got the highest engagement rate in the month of December. This indicates that your posts have steadily continued 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 content interactions.
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 users’ engagement with the content shared which increases visibility of the page and as well contribute to better performance of the page. Your content is resonating well with your existing followers and generating meaningful interactions. Kudos!
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 Daily Monitor and Vision Group Uganda while the rest experienced a decline in Facebook likes. All the top media houses experienced an increase in X followers in the month of December 2023.
- Hashtag Tracking
Here, we track the monthly performance of your main hashtags on Twitter.
- #BestStartInLife
Original Posts: 06 Reposts: 06 Replies: 02
- #InvestInUGChildren
Original Posts: 15 Retweets: 108
Between 1st and 31st December 2023, UNICEF Uganda published eight (08) new videos on YouTube.
a. Key metrics table
| Subscribers | +/- | Videos | Views | Impressions | Likes | Comments | Shares |
| 2062 | 39 | 08 | 18,407 | 56,106 | 04 | 00 | 00 |
- Content
The graph indicates that your channel achieved the highest number of views on December 25, 2023, reaching 1,662.
- Audience
The graph above indicates that your channel achieved the highest number of Returning Viewers (those who previously watched your channel and returned) on December 25, 2023, reaching 26. Additionally, the channel attained the highest count of New Viewers (those who discovered your channel for the first time) on the same day, December 25, 2023, with an impressive figure of 1,581.
- Watch time (hours)
In December 2023, your channel experienced significant growth in key metrics. You uploaded 8 videos, marking a notable increase of 7 compared to November. Impressively, your channel garnered 18,407 views, showcasing a remarkable 76.05% increase from 10,452 in the previous month. However, it’s worth noting a slight decrease in impressions from 58,451 to 56,106.
- 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 males between the age of 25-34 years.
- Top five performing videos
Links to the top five videos
- https://www.youtube.com/watch?v=Rz5Fc5W53sU
- https://www.youtube.com/watch?v=jQLiEWj4FDs
- https://www.youtube.com/watch?v=01c4arekbAQ
- https://www.youtube.com/watch?v=BH0iTxrFYDI
- https://www.youtube.com/watch?v=Jj4ebJviV8Q
- 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) Pres release on your website in the month of December 2023, compared to November 2023 where 08 articles were published.
- Standard Key Performance Indicators (KPIs)
New Users
Returning Users
- Acquisition: How visitors find and reach your website www.unicef.org/uganda
- December 2023 top 10 landing pages on www.unicef.org/uganda
- Site Pages and Pageviews
The UNICEF Uganda website had a total of 9,703 Page Views during the month of December 2023. These decreased by 6,999 from those recorded during the month of November 2023. Below are the 5 most visited UNICEF Uganda web pages in December 2023.
- The average number of active users throughout the month
The website recorded its highest count of active users (483) on December 04th, 2023, as the graphic below shows.
- Website usage by demographic groups (User attributes: Gender, Location, interests, and age)
- Website Engagement and Tech usage overview:
Audience summary
For the second consecutive month, December’s website metrics witnessed a decline across various audience metrics compared to those recorded in November 2023
- With 8,211 users, there was a decrease of 5,242 website users from those recorded in November 2023.
- The Pageviews increased by 6,999 to 9,703 in December 2023.
- The average engagement rate[7] is 1m17s which is a slight decrease from the 1:27s registered at the end of November 2023.
- The number of sessions decreased from 18, 232 registeredin November 2023 to 11,023 in December 2023
CONCLUDING NOTES
In December 2023, we observed that there was a decrease in the number of posts shared, reach, engagement and impressions across your platforms. Most of the results registered are notably organic as boosting efforts were slightly lower which contributed to the decrease.
Facebook reach and impressions were 1,023,658 and 1,516,837 marking a decrease of 35.35% and 67.4% respectively. We do encourage regular posting to maintain steady growth and performance and also considering your top performing content and create more of that which resonates well with your audience.
Instagram reach and impressions decreased by 60% reaching 158,654 individuals, while impressions decreased by 69.8%, with 242,484. We encourage more posts and SEO Instagram optimization on relevant keywords, tags and captions. We encourage you to keep engaging with your users as much as possible.
X platform maintained a steady increase in the number of followers, except for engagement, and impressions. X impressions and engagement were 1,892,396 and 24,940 marking a decrease of 16.92% and 70.96% respectively.
UNICEF Uganda’s website saw a decrease in posting activity with only one (01) press release as compared to November. Total page views reduced by 6,999 to 9,703 in December.
We encourage regular and engaging website updates, including multimedia content where possible and SEO optimization, to keep your audience engaged and updated. This strategy not only drives 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 on the website. Continue sharing your website content across your social media platforms to drive traffic to the website. Also, maintain the practice of boosting on YouTube and linking back to the website to further boost web traffic.
YouTube posts increased in December 2023, with eight (08) YouTube videos published. We commend you for keeping the channel active, boosting and cross-posting videos from YouTube to your social media platforms which gives room for the message to reach so many people.
For YouTube, we encourage you to share links to your videos in your different networks to allow interactions and views, create compelling thumbnails that will attract your audience to click, continue optimizing video descriptions; add more relevant keywords and tags in the description, engage with your community; Respond to comments on your videos to keep the communication with your audience, add call to action asking viewers to subscribe in all videos.
In terms of utilizing media types, this was well done in December where you utilized five media types – photos, reels, graphics and infographics and links on your Facebook, X and Instagram. We also noticed that you utilized stories on Facebook and Instagram.
We continue to encourage you to use more of the different media types and your hashtags to keep your users engaged in different ways and also encourage you to engage with your audience on the different platforms; react to their replies, questions and comments.
We commend you for the great work done on your social media platforms in 2023 and wish you a prosperous 2024.
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.
