IN-DEPTH ANALYSIS OF REACH, ENGAGEMENT AND IMPACT OF UNICEF UGANDA ONLINE MESSAGES FOR JANUARY 2024
PREPARED BY
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 2024.
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 February 1, 2024, 10:00 PM E.A.T)
1. ONLINE PUBLICATIONS
In analysing reach and engagement, we consider particular publication or channel audience figures, the number of views, comments, and shares.
- UNICEF UGANDA WEBSITE POSTING
During the month of January 2024, UNICEF Uganda published two (02) articles.
- https://www.unicef.org/uganda/stories/sato-pans-transforming-health-kamuli-district Sato Pans transforming health in Kamuli District
- https://www.unicef.org/uganda/stories/reimagining-education-increasing-access-digital-learning-adjumani-district Reimagining Education: Increasing access to digital learning in Adjumani District (110 Views, 74 users, views per user 1.49, Average engagement time: 1m48s)
- ONLINE ARTICLES MENTIONING UNICEF
UNICEF Uganda was mentioned seven (07) times in 873 children andchildren-related articles in online publications. Below are links, titles, and interaction metrics (where possible) to articles where UNICEF is mentioned:
- https://www.kfm.co.ug/news/uganda-gets-shs160-billion-for-generating-sdgs-data.html Uganda gets Shs160 billion for generating SDGs data (114 Views)
- https://www.thecooldown.com/green-tech/super-banana-uganda-vitamin-a/ Scientists’ ‘super banana’ could save thousands of lives, reduce blindness — but it still has major opposition to overcome
- https://www.kfm.co.ug/health/vaccinating-pregnant-mothers-early-can-reduce-infant-tetanus-deaths-experts-say.html Vaccinating pregnant mothers early can reduce infant tetanus deaths, experts say (78 views)
- https://www.monitor.co.ug/uganda/news/national/buganda-cultural-camp-goes-firm-on-coding-and-digital-skills-4498822 Buganda cultural camp goes firm on coding and digital skills
- https://www.youtube.com/watch?v=30uJTnY_Ud0 UGANDA & KCCA LAUDED FOR COMMITMENT TO THE GEG PROGRAM BY THE PRESIDENT OF THE UN GENERAL ASSEMBLY. (175 views, 2 likes)
- https://ankoletimes.co.ug/news/eight-babies-die-in-matany-hospital-due-to-lack-of-nutritious-milk/ Eight Babies Die in Matany Hospital Due to Lack of Nutritious Milk (177 views)
- https://www.wionews.com/world/ugandan-minister-says-people-who-die-of-hunger-are-idiots-faces-backlash-683731 Ugandan minister says people who die of hunger are ‘idiots’, faces backlash
- https://www.gavi.org/vaccineswork/zdc-superheroes-consultants-helping-vaccinate-vulnerable-kids-uganda ZDC superheroes: the consultants helping to vaccinate vulnerable kids in Uganda
- SOCIAL MEDIA
In this part, we analyze how your major social media platforms performed throughout the month of January 2024, and where necessary, offer recommendations for better performance.
We monitor performance of UNICEF Uganda social media accounts on Facebook, YouTube, X, Instagram and LinkedIn. On these platforms, UNICEF Uganda sent out messages mainly on the topics of Girls Empowering Girls, The NAM Summit 2024, Immunization, Climate Change, Digital Learning, Vaccination among others, and tagged them with the hashtags #educationday #letmelearn #foreverychild #kolibri #airtel #girlsempoweringgirls #namsummitug2024 #sdgs #uganda #climateactionnow” #onmymind #investinginugchildren #investinugchildren #internationaldayofeducation #everychild among others.
Summary: Cumulative Social Media Performance Metrics: Impressions, Reach, Engagement, and Likes (January 2024)
| Platform | Impressions | Reach | Engagement | Likes | |
| January | 4,484,428 | 2,295,518 | 68,238 | 164,092 | |
| X | |||||
| January | 2,697,454 | – | 86,948 | 19,855 | |
| January | 419,860 | 182,681 | 607 | 511 | |
| January | 43,942 | 14,850 | 2,262 | 721 | |
| YOUTUBE | comments | Likes | Views | ||
| January | 65,656 | 839 | 0 | 3 | 11,717 |
2.1 FACEBOOK – KEY FINDINGS
- Audience growth
UNICEF Uganda’s Facebook page has a total of 164,092 likes and 216,410 followers as of 31st January 2024.
The UNICEF Uganda Facebook page likes decreased by 20 from 164, 112 in December 2023
The graph below shows the number of fans gained and lost in the month of January 2024.
- Facebook Page Impressions
UNICEF Uganda’s Facebook page had a total of 4,484,428 impressions[1]; 59,239 were Organic, 4,419,172 were on Boosted posts while 6,017 were Viral impressions[2].
The graphic below shows UNICEF Uganda’s Facebook page impressions per day for the month of December 2023. Sunday, January 21, 2024, had the highest impressions of 409,556 boosted, 595 organic, and 148 Viral.
c) Facebook Reach and Impressions Metrics
Below is a breakdown of the January 2024 reach and impression metrics
Your Facebook page reach increased by 124.1% in January 2024 from that recorded during the month of December 2023.
d) Page Engagement in terms of Impressions and Post Clicks
| Impressions | Post Engagements | Engagement rate per impression | Clicks | Page visits | Engaged Users |
| 4,484,428 | 68,238 | 115.2% | 9,051 | 5,717 | 52,438 |
- Page Visits
These are the number of times users view your Facebook page. It includes the total count of visits to your page, regardless of whether the user interacts with the content or not. You got the highest visits on Friday, 12th January 2024 (336)
- Brand awareness
This measures the effectiveness of an ad campaign in terms of increasing brand awareness among the target audience. It is an estimate of the number of people who became aware of a brand as a result of seeing a particular ad on Facebook or Instagram.
The brand awareness score is 58 representing a variation of -17.1%
compared to Dec 1, 2023 – Dec 31, 2023
- Demographics: Information about your audience: age, gender, and location
As shown in the above graphic, majority of the users engaging with UNICEF Uganda’s Facebook content were males between the ages 25 – 34 years
g) Total reach and post reach
The total page 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 2,295,518
Total post reach (number of people your December posts were served to) was 2,209,050.
- Your page reached the highest number of people on Sunday, January 21, 2024 (381,777).
h) Top Facebook posts by reach in January 2024
i) Top Facebook posts by engagement in January 2024
j) Loyalty
You have +118 net followers this period. Your net followers are +151% from the previous period (December 2023)
2.2 X REACH AND ENGAGEMENT OVERVIEW | @UNICEFUganda
- X Activity Overview
b) Publishing behavior (Number of Posts and Replies)
In January 2024, UNICEF Uganda published 44 posts. These were 17 more than those posted during the month of December 2023.
The figures below show metrics of the engagement generated from your X posting behavior. The total impressions increased by 42.51% from those registered in the month of December 2023.
c) Twitter Engagement Metrics
| Engagement Metrics | Totals | The number of engagements increased by 248.5% since December 2024 |
| Impressions | 2,697,454 | |
| Total engagements | 86,948 | |
| Replies | 136 | |
| Reposts | 818 | |
| Likes | 19,855 | |
| Engagements per follower | 1 | The number of Impressions per post decreased by −12.43% since last month |
| Impressions per Follower | 38 | |
| Engagements per post | 1,976 | |
| Impression per post | 61,306 |
- Top 5 posts published in January 2024
Links to the top 5 posts:
- https://twitter.com/UNICEFUganda/status/1752211543675052042
- https://twitter.com/UNICEFUganda/status/1750411770181628371
- https://twitter.com/UNICEFUganda/status/1751823971681546470
- https://twitter.com/UNICEFUganda/status/1751856375498473660
- https://twitter.com/UNICEFUganda/status/1750207577697206583
e) Twitter video activity January 2024
In January 2024, one (01) new video was published, marking a decrease of one (01) compared to the previous month. The video got 21,940 views in total, with viewers spending a combined 5,365 minutes engaging with the content. On average, your viewers watched 173 minutes per day!
Link to the posted video:
Hashtag performance
The hashtag #InvestInUGChildren performed as seen below;
The hashtag #BestStartInLife performed as seen below;
- LINKEDIN PERFORMANCE JANUARY 2024
- Visitor highlights: Analytics are based on the total number of Page Views, unique visitors over time, and unique custom button clicks over time. Unique visitors are calculated daily and are not de-duplicated over multiple days.
- Key performance metrics January 2024
3. CONCLUDING REMARKS & RECOMMENDATIONS
| In January 2024, there was a significant improvement in most Facebook key metrics. The total Facebook impressions were 4,484,428 during the month of January marking a +195.6% increase from December 2023. Additionally, your Facebook page reach increased by 1,271,712 from 1,023,806 in December 2023to 2,295,518 in January 2024representing an increase of +244%. Despite improvements in key metrics, the number of fans on your Facebook page has continued to decline, with a loss of 20 fans this month. We continue to encourage you to actively engage with your audience to foster and maintain a strong relationship, and tag similar agency accounts or partners whenever possible. | |
| x | Your X posting frequency increased by 17 posts, with 44 posts published. It’s worth noting that your X activity experienced a significant increase in key metrics. Impressions increased from 1,892,396 in December 2023 to 2,697,544 in January 2024, representing a 42.51% increase. Engagement numbers also increased by 62,008, from 24,940 engagements in December 2023 compared to 86,948 in January 2024, marking a 248.5% increase. One (01) new video was published. The video got 21,940 views in total, with viewers spending a combined 5,365 minutes engaging with the content. On average, you had 173 watch minutes per day. |
| Website | During the month of January 2024, we noted that you published two (02) new articles on your website. There was a notable improvement in key website metrics. Page Views increased by 1,454 from 9,703 in December 2023 to 11,157 in January 2024. |
| In January 2024, there was an increase in your LinkedIn page performance, with 14 posts published, total engagement increased from 1,956 in December 2023 to 2,262 interactions in January 2024, representing an increase of +18.2%. Notably, the overall reach and impressions improved as compared to the month of December 2023. The total number of users reached increased from 9,705 in December to 14,850 in January 2024 representing an increase of +52.8% while impressions also increased to 43,942 from 31,839 in December 2023 representing a percentage increase of +19.2. |
Overall, in the month of January 2024, there has been a significant improvement in key metrics across all social media platforms and website pages.
However, to further achieve higher performance, we encourage you to actively engage with your fans and followers by responding to comments, questions, and direct messages.
Promote interaction by tagging relevant partners and even comparators whenever possible. Consider publishing more articles on your website that highlight your impactful work. Your continued engagement will foster a stronger connection with your audience and enhance overall user interaction 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, X and LinkedIn posts will help you have a high interaction rate.
We also encourage you to continue utilizing:
- 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. YouTube Posts are also 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,
……………………………
PATRICIA BUSINGYE busingyepatricia16@gmail.com 0777905704
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
[2] Viral impressions refer to the number of times a post from your Facebook Page was displayed in someone’s News Feed or on their Timeline as a result of someone else sharing or interacting with your post.
