PREPARED BY
Executive Summary
We recorded 1,111 articles published on children-related issues in Uganda by online publications in May 2023, marking a decrease of 318 articlesfrom those published in the month of April 2023.
Of the 1,111 articles published in May 2023, 452 were published under keeping children alive[1], 391 under keeping children safe[2] and 268 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 1,111 articles published online during the month of May 2023 on children-related issues, 45 articles mentioned UNICEF marking a decrease of 15 from those registered in April 2023.
Among UNICEF comparators, the Ministry of Health (MOH) was the most mentioned with 87 followed by the Ministry of Education & Sports (MoES) in 32 articles, World Health Organization (WHO) in 30 articles, Uganda Red Cross Society with 11 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 are packaged and published by online publications and across social media platforms.
This report also tracks the performance of UNICEF Uganda’s Social Media accounts, UNICEF Uganda’s hashtags and mentions from 1st to 31st May 2023. It also shows the performance of UNICEF Uganda website.
ONLINE PUBLICATIONS
A total of 1,111 articles on children-related issues were published by online publications in May 2023, marking a decrease of 318 articles from those recorded for the month of April 2023.
The graph below shows the number of child-related articles published by websites in May 2023
With 182 articles, Daily Monitor website published the most articles on children-related issues, followed by The New Vision and NTV Uganda with 160 and 146 articles respectively.
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 May 2023 as shown in the table below:
ARTICLE CATEGORIES
Articles under the category of Keeping children alive were the most reported totaling to 452, Keeping children safe followed with 391 articles, while Keeping children learning were the least at 268. The distribution of articles per category is illustrated below:
SENTIMENT OF THE ARTICLES PUBLISHED
The majority (508) of the children-related articles published online in May 2023 had a positive sentiment[1].
Out of the 401 children-related articles recorded as having negative sentiment in the month of May 2023, seven (07) mentioned UNICEF. Below are articles with negative sentiments that mention UNICEF:
- https://www.newvision.co.ug/category/news/over-10-million-ugandans-severely-food-insecu-161152 Over 10 million Ugandans severely food insecure — report
- https://news.yahoo.com/number-child-marriages-falling-too-030900982.html Number of child marriages falling too slowly: UNICEF
- https://www.eurekalert.org/news-releases/988133 Poor African children face malnutrition risk, whilst rich kids become obese
- https://www.miragenews.com/african-children-face-malnutrition-risk-rich-998753/ African Children Face Malnutrition Risk, Rich Kids Become Obese
- https://www.monitor.co.ug/uganda/news/world/258-million-needed-urgent-food-aid-in-2022-un-4222544 258 million needed urgent food aid in 2022 – UN
- https://allafrica.com/stories/202305080110.html Uganda: Despite Rains, Ugandans Face Food Insecurity – UN
- https://www.independent.co.ug/despite-rains-ugandans-face-food-insecurity-un/ Despite rains, Ugandans face food insecurity – UN
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 1,111 children-related articles we recorded that were published online in May 2023, 45 articles mentioned UNICEF, marking a decrease of 15 from those registered in April 2023.
COMPARATOR MENTIONS
Below is a graphic representation of the top-mentioned comparators in children-related articles recorded from online publications in May 2023.
Other comparators mentioned include;
- World Food Programme had Six (6)
- Uganda Women’s Effort to Save Orphans (UWESO) Uganda Aids Commission and European Union (EU), President’s Emergency Plan for AIDS Relief (PEPFAR) had five (5)
- United Nations and International Rescue Commission Four (4)
- Office of the Prime Minister and Plan International Uganda three (3)
- World Bank, The Uganda Women Parliamentary Association (UWOPA),
The Global Fund, the United Nations Population Fund (UNFPA), the Food and Agriculture Organisation (FAO), the National Union Of Disabled Persons Of Uganda (NUDIPU), Uganda Network of AIDS Service Organisation (UNASO), Save the Children had One (1) mention.
SOCIAL MEDIA PERFORMANCE
In this section, we analyze the performance of UNICEF Uganda’s social media platforms throughout the month of May 2023.
Summary: Cumulative Social Media Performance Metrics: Impressions, Reach, Engagement, and Likes (January 2023 – May 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 | ||
| Total | 15,878,502 | 3,675,212 | 286,937 | 164,208 | |
| 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 | ||
| Total | 3,734,876 | 237,033 | 80,278 | ||
| Comments | Likes | ||||
| January | 724,022 | 152,706 | 47 | 3,236 | |
| February | 596,200 | 144,984 | 39 | 5,871 | |
| March | 439,440 | 96,441 | 39 | 1,163 | |
| April | 632,635 | 111,679 | 17 | 851 | |
| May | 648,482 | 114,128 | 15 | 596 | |
| Total | 3,040,779 | 619,938 | 157 | 11,952 | |
| YOUTUBE | 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 |
| Total | 366,777 | 50,210 | 3 | 48 | 338,377 |
| Total Followers | Followers increase | Tweets Sent | Impressions | Impressions Per Follower |
| 66,968 | 1,297 | 37 | 798,171 | 12 |
| Engagements | Engagement per Follower | Retweets without comments | Likes | Link Clicks |
| 56,004 | 1 | 1,497 | 19,745 | 393 |
May 2023 Twitter summary
Top May 2023 Tweet Activity
Facebook Page Fan Increase Statistics
By the end of May 2023, UNICEF Uganda Facebook page had 164,208 likes, marking an increase of 118 from those recorded at the end of April 2023.
Demographics of Facebook Page fans
Location of Facebook Page fans (Top 10 countries, cities)
Facebook Page Engagement by Age and Gender
The majority of the users engaging with UNICEF Uganda’s Facebook content were males between the ages of 25 – 34 years.
Publishing behavior
The chart below shows the frequency of Facebook postings in May 2023. UNICEF Uganda made 19 posts. These were less by two (02) compared tothose you posted in April 2023. The majority (10) of the posts were photos.
Performance of Facebook video posts (here)
UNICEF Uganda Facebook page May 2023 video views decreased by 70% from those that you had in April 2023.
Figure 1: Posted videos (Uploaded videos posted by your Page, including shares and crossposts of your videos to other Pages)
Figure 2: Crossposted videos (Videos from other Pages that you posted)
From the graphics above, UNICEF Uganda had 120 1-minute video views 432 3-sec video views and 154 video repeats, which indicates a lower interest in your video content compared to that registered in April 2023. To increase user retention, post more videos, utilize interesting graphics in your videos to keep as many users viewing to the end. Also explore with reels as short form is becoming the most popular video format. Continue targeted boosting and call to action posts for improved performance.
Top five videos (Facebook)
NOTE: Refer to Footnote[1] for video metric term definitions.
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.
Engagement Rate per Post: UNICEF Uganda has the highest engagement rate per post among all the East African countries, indicating that your posts are generating a high level of user interaction and interest.
On new likes per day, UNICEF en RDC has the highest average daily likes, indicating significant growth in their page likes. UNICEF Uganda has a moderate daily growth rate of 4/day, compared to the other countries.
On People Talking About This (PTAT), UNICEF Uganda and UNICEF en RDC have the highest PTAT, indicating active engagement and conversation among users on their pages.
In summary, UNICEF Uganda’s page demonstrates a relatively strong engagement with a high engagement rate per post. This suggests that although you may not have the largest audience, your content is resonating well with your existing followers and generating meaningful interactions. Additionally, your daily new likes and PTAT are also noteworthy, showing consistent growth and engagement on your page.
Media House Social Media Fan Base Graph
Hashtag Tracking
Here, we track the monthly performance of your main hashtags on Twitter.
#InvestInUGChildren
#BestStartInLife
YOUTUBE
Between 1st and 31st May 2023, UNICEF Uganda published 01 new video on YouTube.
- https://www.youtube.com/watch?v=5AZkWm7fia4 Leading the fight against Malaria – Village Health Teams in Uganda. (11,324 views)
Key metrics table
| Subscribers | +/- | Videos | Views | Impressions | Likes | Comments | Shares |
| 1,818 | 26 | 01 | 32,804 | 53,136 | 00 | 00 | 01 |
Watch time (hours)
NOTE: In the month of May 2023, you uploaded only one (01) video. Your channel got 32,804 views. Your channel usually gets 62,200–110,000 views in 28 days.
Top videos by views
Link:
Most engaging YouTube videos
Links:
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 posted only one (01) fresh article on your website in May 2023. This indicates a decrease of two (02) articles from those published in April 2023.
Standard Key Performance Indicators (KPIs)
Site search Performance and Statistics
Site Pages and Pageviews
The UNICEF Uganda website had a total of 27,800 Page Views during the month of May 2023. These increased by 745 from those recorded during the month of April 2023. Below are the 10 most visited UNICEF Uganda web pages in May 2023.
The most visited press/stories pages
The average number of active users throughout the month
The website recorded its highest count of active users (748) on 30th May 2023 as the graphic below shows.
Website usage by age and gender
Website Engagement by New vs. Returning visitors
Acquisition
Audience summary
The May 2023 website audience statistics indicate a slight improvement in most of the audience metrics from those recorded during the month of April 2023.
- With 16,418 users, there was an increase of 660 website users from those recorded in April 2023.
- The Pageviews increased by 748 to 27,800 in May 2023.
- The website’s bounce rate[1] is 61.12% which is a slight decline from the 58.86% registered at the end of April 2023.
- The number of sessions increased from 19,160 registeredin April 2023 to 19,780 in May 2023.
The website’s returning visitors were 16.9% (3,057). These increased by 123 from those recorded in April 2023. New visitors were 15,050.
CONCLUDING NOTES
During the month of May 2023, the total Facebook impressions saw a significant increase, reaching 3,587,251, which represents a substantial variation of +30.9% as compared to those of April 2023. This is attributed to consistent posting and boosting of engaging content. This is really commendable.
On Twitter, we note a significant increase in the number of followers 1,297 which is partially attributed to the followers campaign you run in May 2023. Your hard work paid off!
Your Instagram page experienced a decline in followers which was the same in the month of April. We encourage you to continue with regular posting of engaging content and boosting to also target more new audiences that can interact with your content but as well gain interest and follow the page.
In the month of May, UNICEF Uganda’s website posting activity reduced, only one (01) article was published. We encourage you to frequently and consistently update the website with engaging content (multimedia content where possible) to drive more traffic and website ranking by search engines. You can 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 noticed you shared posts on social media which could have been shared as articles on your website like the response to floods in Kisoro and Kasese. This can help to maintain engagement with the audience and also provide up-to-date information on UNICEF Uganda’s activities.
Continue sharing all the content posted on the website on all your social media platforms to drive more traffic to the website. Also, maintain the practice of boosting on YouTube and linking back to the website in order to increase traffic.
In May 2023, you utilized three media types – photos/graphics, videos and links in your Facebook posts. We encourage you to explore with more post types, as well as cross-posting videos from YouTube. You can explore with reels as short form is becoming the most popular video format. Jump on the trend and try creating a reel for your Page or profile.
UNICEF Uganda published 01 video on YouTube in May 2023 which slightly lowered the channel’s performance. Your channel got 32,804 views, less than the 62,200–110,000 it usually gets in 28 days. We encourage you to maintain the practice of keeping the channel active with interesting and engaging content like animations, posts, and YouTube shorts, as well as frequently boosting your videos. Posts are a good way to quickly share new content if you’re not publishing as many videos as usual. Endeavour to add a call-to-action to your videos, for example, encouraging users to like, comment, share, subscribe and turn on their notification bells so they can be notified whenever you upload new content.
Best Regards,
……………………………
PATRICIA BUSINGYE busingyepatricia6@gmail.com 0777905704
For and on behalf of Ultimate Multimedia Consult (U) Ltd
