IN-DEPTH ANALYSIS OF REACH, ENGAGEMENT, AND IMPACT OF UNICEF UGANDA ONLINE MESSAGES FOR MARCH 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 March 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 April 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 March 2024, UNICEF Uganda published two (02) articles.
https://www.unicef.org/uganda/stories/unicef-iceland-commission-water-facility-northern-uganda UNICEF, Iceland commission water facility in northern Uganda (Views: 141, Users: 102, Views per user: 1.38, Average engagement time: 40s)
https://www.unicef.org/uganda/stories/having-access-clean-water-helps-me-concentrate-school Having access to clean water helps me concentrate in school. (Views: 75, Users: 41, Views per user: 1.38, Average engagement time:1m41s)
- ONLINE ARTICLES MENTIONING UNICEF
UNICEF Uganda was mentioned 31 times in 1,044 children andchildren-related articles in online publications. Below are links, titles, and interaction metrics (where possible) to articles where UNICEF is mentioned:
- https://www.africa.com/africa-cdc-and-united-nations-childrens-fund-unicef-expand-partnership-to-strengthen-health-systems-and-immunization-of-children-in-africa/ Africa CDC and United Nations Children’s Fund (UNICEF) Expand Partnership to Strengthen Health Systems and Immunization of Children in Africa
- https://www.kfm.co.ug/news/world-news/more-than-230m-fgm-survivors-worldwide-unicef.html More than 230m FGM survivors worldwide: UNICEF
- https://www.dhakatribune.com/world/341288/unicef-over-230m-female-genital-mutilation Unicef: Over 230m female genital mutilation survivors worldwide
- https://www.newvision.co.ug/category/health/cut-price-malaria-vaccine-to-begin-africa-rol-NV_183166 Cut-price malaria vaccine to begin Africa rollout from May (1.03k Views)
- https://redpepper.co.ug/report-reveals-why-elite-ugandan-women-are-producing-fewer-children/134105/ Report reveals why elite Ugandan women are producing fewer children
- https://pesacheck.org/hoax-unicef-is-not-running-this-cash-promotion-in-uganda-484bbd4896d7 HOAX: UNICEF is not running this cash promotion in Uganda
- https://www.gavi.org/vaccineswork/vaccination-and-supportive-care-stave-deaths-ugandan-measles-outbreak Vaccination and supportive care stave off deaths in Ugandan measles outbreak (49 shares)
- https://ankoletimes.co.ug/news/health/government-launches-5-million-project-to-combat-open-defecation/ Government Launches $5 Million Project to Combat Open Defecation
- https://www.monitor.co.ug/uganda/news/national/govt-unveils-shs19b-project-to-stop-open-defecation-4557116 Govt unveils Shs19b project to stop open defecation
- https://www.monitor.co.ug/uganda/oped/letters/community-engagement-and-participation-in-water-projects-is-crucial-4558780 Community engagement and participation in water projects is crucial
- https://www.youtube.com/watch?v=JOKuHuna704 Sanitation fund and Week launch (51 Views, 1 like)
- https://www.newvision.co.ug/category/news/govt-to-launch-braille-version-of-citizens-gu-NV_183831 Gov’t to launch braille version of citizen’s guide to National Budget (511 Views)
- https://reliefweb.int/report/uganda/food-security-and-nutrition-assessment-refugee-settlements-refugee-host-districts-and-kampala-december-2023 Food Security and Nutrition Assessment in Refugee Settlements, Refugee Host Districts, and Kampala, December 2023
- https://www.monitor.co.ug/uganda/oped/editorial/better-sanitation-is-critical-to-our-health-4559664 Better sanitation is critical to our health
- https://www.independent.co.ug/first-lady-museveni-renews-commitment-to-protect-girls-rights/ First Lady Museveni renews commitment to protect girls’ rights
- https://www.monitor.co.ug/uganda/news/national/over-8-000-tororo-residents-risk-contracting-waterborne-diseases-4562044 Over 8,000 Tororo residents risk contracting waterborne diseases
- https://www.newvision.co.ug/category/education/why-student-sexual-violence-is-eating-busogas-NV_184029 Why student sexual violence is eating Busoga’s Mayuge away (1.23k Views)
- https://www.bakersfield.com/ap/news/xylem-unicef-deepen-partnership-to-deliver-vital-water-solutions-in-horn-of-africa/article_efdd2097-e2d8-5273-9505-a6266660a929.html Xylem, UNICEF Deepen Partnership to Deliver Vital Water Solutions in Horn of Africa
- https://reliefweb.int/report/uganda/unicef-uganda-humanitarian-situation-report-no-1-january-february-2024 UNICEF Uganda Humanitarian Situation Report No. 1: January-February 2024
- https://www.businesswire.com/news/home/20240326335799/en/Xylem-UNICEF-Deepen-Partnership-to-Deliver-Vital-Water-Solutions-in-Horn-of-Africa Xylem, UNICEF Deepen Partnership to Deliver Vital Water Solutions in Horn of Africa
- https://borgenproject.org/education-in-uganda-the-hurdles-and-progress/ EDUCATION IN UGANDA: THE HURDLES AND PROGRESS
- https://shorturl.at/kqzAU Xylem, UNICEF Deepen Partnership to Deliver Vital Water Solutions in Horn of Africa
- https://examiner.co.ug/health/govt-announces-shs19b-project-to-end-open-defecation/#google_vignette Gov’t announces Shs19b project to end open defecation
- https://www.monitor.co.ug/uganda/news/national/condemned-terego-classroom-block-renovated-after-78-years–4568520 Condemned Terego classroom block renovated after 78 years
- https://www.worldbusinessoutlook.com/xylem-and-unicef-collaborate-to-provide-vital-water-solutions-in-horn-of-africa/ Xylem and UNICEF collaborate to provide vital water solutions in Horn of Africa
- https://h2oglobalnews.com/xylem-unicef-deepen-partnership-to-deliver-vital-water-solutions-in-horn-of-africa/ Xylem, UNICEF Deepen Partnership to Deliver Vital Water Solutions in Horn of Africa
- https://waterwastewaterasia.com/xylem-partners-with-unicef-to-deliver-water-solutions-in-horn-of-africa/ Xylem partners with UNICEF to deliver water solutions in Horn of Africa
- https://www.placera.se/placera/pressmeddelanden/2024/03/26/xylem-xylem-unicef-deepen-partnership-to-deliver-vital-water-solutions-in-horn-of-africa.html Xylem, UNICEF Deepen Partnership to Deliver Vital Water Solutions in Horn of Africa
- https://observer.ug/index.php/news/headlines/80878-four-mbarara-district-land-titles-go-missing#google_vignette Four Mbarara district land titles go missing
- https://redpepper.co.ug/missing-mbarara-district-land-titles-saga-deepens/134427/amp/?utm_source=rss&utm_medium=rss&utm_campaign=missing-mbarara-district-land-titles-saga-deepens Missing Mbarara district land titles saga deepens
- https://pumps-africa.com/xylem-unicef-deepen-partnership-to-deliver-vital-water-solutions-in-horn-of-africa/ Xylem, UNICEF Deepen Partnership to Deliver Vital Water Solutions in Horn of Africa
- SOCIAL MEDIA
In this part, we analyze how your major social media platforms performed throughout the month of March 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, Water and Sanitation, Quality Education, Climate Change, Food and Nutrition, WASH, Children wellbeing among others, and tagged them with the hashtags #investinugchildren, #foreverychild, #iwd2024, #worldwaterday, #showupforgirls, #sdg6, #happinessday, #wateraction, #investinugchildren💙, #socialworkday, #socialworkweek2024
#wswd2024, #childprotection, #socialworkers, #womensday, #thetimeisnow, #internationalwomensday, #waterday among others.
Summary: Cumulative Social Media Performance Metrics: Impressions, Reach, Engagement, and Likes (January – March 2024)
| Platform | IMPRESSIONS | Reach | ENGAGEMENT | LIKES | |
| January | 4,484,428 | 2,295,518 | 68,238 | ||
| February | 5,139,436 | 2,356,899 | 47,966 | ||
| Total | 9,623,864 | 4,652,417 | 116,204 | *164,028 | |
| X | |||||
| January | 2,697,454 | – | 86,948 | 19,855 | |
| February | 1,176,293 | – | 19,998 | 8,692 | |
| Total | 3,873,747 | 106,946 | 28,547 | ||
| January | 419,860 | 182,681 | 607 | 511 | |
| February | 691,800 | 241,653 | 932 | 695 | |
| Total | 1,111,660 | 424,334 | 1,539 | 1,206 | |
| January | 43,942 | 14,850 | 2,262 | 721 | |
| February | 30,194 | 10,163 | 1,457 | 644 | |
| Total | 74,136 | 25,013 | 3,719 | 1,365 | |
| YOUTUBE | comments | Likes | Views | ||
| January | 65,656 | 839 | 0 | 3 | 11,717 |
| February | 83,420 | 8,830 | 2 | 18 | 87,289 |
| Total | 149,076 | 9,669 | 2 | 21 | 99,006 |
2.1      FACEBOOK – KEY FINDINGS
- Audience growth
UNICEF Uganda’s Facebook page has a total of 163,996 likes and 216,678 followers as of 31st March 2024.
- The UNICEF Uganda Facebook page likes decreased by 32from 164,028 in February to 163,996 in March.
- Page followers also increased by 293 from 216,385 in February to 216,678 in March.
The graph below shows the number of fans gained and lost in the month of March 2024.
- Facebook Page Impressions
UNICEF Uganda’s Facebook page had a total of 4,327,760 impressions[1]; 91,486 were Organic, 4,227,473 were on Boosted posts while 8,801 were Viral impressions[2].
The graphic below shows UNICEF Uganda’s Facebook page impressions per day for the month of March 2024. Sunday, March 03, 2024, had the highest impressions of 317,830 boosted, 1,457 organic, and 132 Viral.
c)Â Â Facebook Reach and Impressions Metrics
Below is a breakdown of the March 2024 reach and impression metrics
Your Facebook page reach decreased by 14.72% in March 2024 from that recorded during the month of February 2024.
d)Â Â Engagement
Number of interactions (reactions, comments, shares, clicks and private messages) with your Facebook page March 2024
| total post reach[3] | Page Visits | Engaged Users | Enagements | Total |
| 1.467,805 -50.2% Compared to Feb 1- 29, 2024 | 6,798 | 11,021 | Reactions | 5,483 |
| | ||||
| Clicks | 9,359 | |||
| Links 3,040 Photos 6,265 Videos 54 | ||||
| Comments | 175 | |||
| Private messages | 317 | |||
| Shares | 41 | |||
| Total engagement | 15,375 -67.9% Compared to Feb 1- 29, 2024 | |||
| Video Views | 67,129 | |||
| Total Impressions: | 4,327,760 | Engagement rate per impression | 0.4% -62% Compared to Feb 1- 29, 2024 | |
- 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 Thursday, 14th March 2024 (397)
- 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 74 representing a variation of -21.3% compared to Feb 1, 2024 – Feb 29, 2024
- 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 2,010,020, these decreased by 14.72% from February.
Total post reach (number of people your December posts were served to) was 1,467,805.
- Your page reached the highest number of people on Sunday, March 03, 2024 (295,091).
h)Â Â Top Facebook posts by reach in March 2024
i)Â Â Â Loyalty
You have +416 net followers this period. Your net followers are +244% from the previous period.
 2.2      X REACH AND ENGAGEMENT OVERVIEW | @UNICEFUganda
- X Activity Overview
b) Publishing behavior (Number of Posts and Replies)
In March 2024, UNICEF Uganda published 37 posts. These reduced by seven (07) from published in February.
The figures below show metrics of the engagement generated from your X posting behavior. The total impressions increased by 47% from those registered in the month of February.
c)Â Â X Engagement Metrics
| Engagement Metrics | Totals | The number of engagements increased by 164.28% since February 2024. |
| Impressions | 1,729,191 | |
| Total engagements | 52,850 | |
| Replies | 98 | |
| Reposts | 562 | |
| Likes | 7,361 | |
| Engagements per follower | 1 | The number of Impressions per post increased by 74.82% since last month |
| Impressions per Follower | 24 | |
| Engagements per post | 1,428 | |
| Impression per post | 46,735 |
- Top posts published in March 2024
Links to the top posts:
- https://twitter.com/UNICEFUganda/status/1772168065012187469
- https://twitter.com/UNICEFUganda/status/1773709484180766782
- https://twitter.com/UNICEFUganda/status/1772534327181463612
e)Â Â Twitter video activity March 2024
In March 2024, two (02) new videos were published. The videos got 20,849 views in total, 7,867 views more than those registered last month, with viewers spending a combined 4,895 minutes engaging with the content. On average, your viewers watched 157 minutes per day
Link to the posted video:
- https://twitter.com/UNICEFUganda/status/1772534327181463612
- https://twitter.com/UNICEFUganda/status/1767869885835546835
Hashtag performance
The hashtag #InvestInUGChildren performed as seen below;
The hashtag #BestStartInLife performed as seen below;
- LINKEDIN PERFORMANCE MARCH 2024
3.  CONCLUDING REMARKS & RECOMMENDATIONS
| x | With 37 posts published, your X activity experienced an improvement in key metrics. X impressions and engagement were 1,729,191 and 52,850 marking an increase of 47% and 164.28% respectively. Two (02) new videos were published. The videos got 20,849 views in total, these increased by 7,867 from those registered last month. Viewers spent a combined 54,895 minutes engaging with the content. On average, your viewers watched 156 minutes per day. |
| Website | We noted that you published two (02) new articles on your website. There was a notable improvement in key website metrics since last month. Page Views increased by 2,478 from 18,431 in February to 20,909 in March 2024. Your website received 11,097 new users. |
| There was an improvement in your LinkedIn page performance, with 21 posts published, total engagement increased from 1,457 in February to 3,213 interactions in March 2024, representing an increase of +120.5% Reach and impressions also increased as compared to the month of February. The total number of users reached increased from 10,163 in February to 15,189 in March 2024 representing an increase of 49.7% while impressions also increased to 37,039 from 30,194 in February 2024 representing a percentage increase of 22.8% | |
| There was a significant improvement in most Facebook key metrics. The total Facebook impressions were 4,327,760 during the month of March marking an -15.8% decrease from February. Additionally, your Facebook page reach decreased by 61,381 from 2,356,899 in Februaryto 2,010,020 in Marchrepresenting a decrease of 16% |
We continue to 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.
[3] Post Reach refers to the unique number of users who see your individual post on Facebook. It includes both organic reach and paid reach
