IN-DEPTH MONTHLY ANALYSIS REPORT APRIL 2024
PREPARED BY
Executive Summary
We recorded 734 articles containing children-related issues in Uganda that were published online in April 2024. This is a decrease of 310 articles from those published in the month of March 2024.
Of the 734 articles published in April 2024, 238 were published under keeping children alive, 239 under keeping children safe and 257 under keeping children learning.
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 734 articles published online during the month of April 2024 on children-related issues, 18 articles mentioned UNICEF, a decrease of 13 from those registered in March 2024.
Among UNICEF comparators, the Ministry of Education and Sports (MoES), was the most mentioned with 42 followed by the Ministry of Health (MOH) in 29, Rotary International and UNFPA in 11 articles each, 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 of the above from 1st to 30th April 2024
- ONLINE PUBLICATIONS
A total of 734 articles on children-related issues were published by online publications in April 2024, marking an increase of 310 articles from those recorded for the month of March 2024.
The graph below shows the number of child-related articles published by websites in April 2024
With 121 and 115 articles, the Daily Monitor and NTV Uganda websites respectively, published the most articles on children-related issues, followed by the New Vision with 78 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 April 2024 as shown in the table below:
Publication | Web Address | Total No. of articles |
| The Observer | https://www.observer.ug | 5 |
| Capital FM | https://capitalradio.co.ug/ | 4 |
| PML Daily | https://www.pmldaily.com/ | 3 |
| Watch Dog News | www.watchdognews.com | 2 |
| Kampala Dispatch | www.kampaladispatch.com | 3 |
| Pulse ug | www.pulse.ug | 4 |
| Chimp Reports | www.chimpreports.com | 3 |
| Relief web | www.reliefweb.int | 2 |
| The East African | https://www.theeastafrican.co.ug | 4 |
| The Standard | www.thestandardug.com | 1 |
| Kawowo Sports | https://www.kawowosports.com/ | 1 |
| All Africa | www.allafrica.com | 2 |
| Ground news | https://www.groundnews.com/ | 2 |
| CTV Uganda | www.ctv.co.ug | 2 |
| The Tower post | https://www.thetowerpost.com/ | 2 |
| MBC | https://www.mbc.com/ | 1 |
| Uganda Catholic television | https://ugandacatholictelevision.com/ | 4 |
| Pesa check | https://pesacheck.org/ | 2 |
| Eye radio | https://www.eyeradio.com/ | 1 |
| Club of Mozambique | https://www.clubofmozambique.com/ | 1 |
| BBC News | https://www.bbc.com | 1 |
| Zawaya | https://www.zawya.co.ug/ | 1 |
| Total | 51 |
- ARTICLE CATEGORIES
Articles under the category of Keeping children Learning were the most reported totaling to 257, followed by Keeping children Safe were with 239, Keeping Children Alive were the least with 238. The distribution of articles per category is illustrated below:
- SENTIMENT OF THE ARTICLES PUBLISHED
The majority (334) of the children-related articles published online in April 2024 had a positive sentiment.
Out of the 286 children-related articles recorded as having negative sentiment in the month of April 2024, two (02) mentioned UNICEF. Below are articles with negative sentiments that mention UNICEF:
- https://www.newvision.co.ug/category/news/uganda-faces-scrutiny-over-child-labour-viola-NV_186014#google_vignette Uganda faces scrutiny over child labour Violations-ILO expert
- https://www.youtube.com/watch?v=WV-92toQmmw UGANDA RANKED 7TH IN HIGH CRIME RATES: COLLECTIVE EFFORTS NEEDED TO CURB ORGANISED CRIME
- UNICEF MENTIONS
Out of the 734 children-related articles we recorded that were published online in April 2024, 18 articles mentioned UNICEF, marking an increase of 13 from those registered in March 2024.
- COMPARATOR MENTIONS
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 April 2024.
Other comparators mentioned include;
| 3 | Save the Children | |
| 3 | Plan International | |
| 2 | WFP | |
| 3 | UNHCR | |
| 2 | FAO | |
| 2 | UNOPS | |
| 1 | EU | |
| 1 | UNAIDS | |
| 1 | UNESCO | |
| 1 | JICA | |
| 1 | UNESCO | |
| 1 | IRC | |
| 1 | UN | |
| 1 | BRAC-Uganda | |
| 1 | Norwegian Refugee Council | |
| 1 | NUDIPU | |
| 1 | National Children Authority |
- SOCIAL MEDIA PERFORMANCE
In this section, we analyze the performance of UNICEF Uganda’s social media platforms throughout the month of April 2024.
Summary: Cumulative Social Media Performance Metrics: Impressions, Reach, Engagement, and Likes: January – April 2024
| Platform | IMPRESSIONS | Reach | ENGAGEMENT | LIKES | |
| January | 4,484,428 | 2,295,518 | 68,238 | ||
| February | 5,139,436 | 2,356,899 | 47,966 | ||
| March | 4,327,760 | 2,010,000 | 15,375 | ||
| April | 6,495,256 | 2,232,479 | 41,511 | ||
| Total | 20,446,880 | 8,894,896 | 173,090 | *163,928 | |
| X | |||||
| January | 2,697,454 | – | 86,948 | 19,855 | |
| February | 1,176,293 | – | 19,998 | 8,692 | |
| March | 1,729,191 | – | 52,850 | 7,361 | |
| April | 4,626,000 | – | 79,753 | 14,488 | |
| Total | 10,228,938 | – | 239,549 | 50,396 | |
| January | 419,860 | 182,681 | 607 | 511 | |
| February | 691,800 | 241,653 | 932 | 695 | |
| March | 714,199 | 244,642 | 934 | 776 | |
| April | 1,173,920 | 462,597 | 901 | 823 | |
| Total | 2,999,779 | 1,131,573 | 3,374 | 2,805 | |
| January | 43,942 | 14,850 | 2,262 | 721 | |
| February | 30,194 | 10,163 | 1,457 | 644 | |
| March | 37,039 | 15,189 | 3,213 | 671 | |
| April | 43,746 | 16,375 | 2,599 | 741 | |
| Total | 54,921 | 56,577 | 9,531 | 2,777 | |
| YOUTUBE | comments | Likes | Views | ||
| January | 65,656 | 839 | 0 | 3 | 11,717 |
| February | 83,420 | 8,830 | 2 | 18 | 87,289 |
| March | 90,008 | 1,144 | 7 | 2 | 186,963 |
| April | 73,382 | 1,704 | 1 | 5 | 7,154 |
| Total | 312,466 | 12,517 | 10 | 28 | 293,123 |
| Total Followers | Followers increase | Posts published | Impressions | Impressions Per Follower |
| 71,858 | 615 | 90 | 4,626,000 | 64 |
| Engagements | Engagement per Follower | Reposts without comments | Likes | Link Clicks |
| 79,753 | 1.1 | 1,336 | 14,488 | 220 |
- April 2024 X summary
- UNICEF UGANDA FACEBOOK PAGE
- Facebook Page Fan Increase Statistics
Fans: By the end of April 2024, UNICEF Uganda Facebook page had 163,928 likes, marking a decrease of 68, from those recorded at the end of March 2024.
Followers: By the end of April 2024, UNICEF Uganda had 217,046 followers on Facebook marking an increase of 368 from those obtained in March 2024.
- Location of Facebook Page fans (Top 10 cities, countries)
UNICEF Uganda got more fans for their Facebook page majorly from East Africa with Uganda being the top the country.
- 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.
Users below 25years of age.
UNICEF Uganda had more men (22,138) below 25 years interacting with your content than the women (6,077). This marked a decrease in the number of men and women in this age group with numbers reducing by 207 and 612 respectively compared to those obtained in March.
- Publishing behavior
In April 2024, UNICEF Uganda made 47 posts. These were more by 25 compared to those you posted in March 2024. 32 were photos, 08 were graphics, 04 videos, 02 links, 01 text post. You sent out 01 status story in April.
- Performance of Facebook video posts
Here we look at the number of times your page’s videos were viewed. In April 2024, UNICEF Uganda Facebook page video views were 131,255 marking an increase of 95.5% from those that you had in March 2024.
| Video Views | Paid Video Views | Organic Video Views | Auto-played Video Views | Clicked-to-Play Video Views | Video Repeats |
| 131,255 | 130,122 | 1,133 | 130,802 | 453 | 120 |
From chart 1 above, you obtained 131,255 video views of which 1,133 were organic and 130,122 were paid views. The number of video videos continued to increase as you published more video content.
From chart 2, 453 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. This is further broken down into 1-minute views and 3-second views. In the month of April 2024, UNICEF Uganda got 11,936 minutes viewed, where 247 were organic and 11,689 were paid views.
One-minute views
The graph above shows the number of times your videos played for at least 1 minute. In April, you obtained 822 one-minute views.
NOTE: Refer to Footnote 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
- UNICEF Facebook Pages Analysis (Regional-East Africa)
The chart below shows the Facebook page analysis and performance for the East African UNICEF accounts.
From the graphic above, UNICEF en RDC has maintained the highest number of page likes, followed by UNICEF Kenya. UNICEF Uganda ranks third in terms of total page likes.
Number of Posts: UNICEF Uganda made the most Facebook posts in April. UNICEF South Sudan came second with 34 posts and then UNICEF en RDC with 27 posts. UNICEF Tanzania posted less with only 12 posts published in April.
Engagement Rate per Post: Surprisingly, UNICEF Tanzania posted the least number of posts but got the highest engagement rate of 76.3% in April. This indicates that a significant portion of their audience actively interacted with their content. It shows that the content they shared resonated strongly with their audience, prompting likes, comments, shares, or other forms of interaction. UNICEF Burundi came second with 6.8% though it’s a decline for them as they had the highest in March. UNICEF Uganda ranked third 5.4% which shows a slight improvement for the page. UNICEF Rwanda came last with 0.2%.
On new likes per day, UNICEF Tanzania got the highest number of interactions followed by UNICEF en RDC. UNICEF Uganda ranked third. Your page interactions have experienced a slight increase compared to March and this is attributed to the posting activity in April that kept your users engaged.
On People Talking About This (PTAT), UNICEF en RDC has maintained a good performance as it obtained the highest PTAT in April. UNICEF Uganda’s performance improved from the sixth position to third in PTAT.
You need to strive to ensure that you maintain the practice of sharing highly engaging content that resonates with your audience. The more people engage with your content, the more activity on your page which boosts its performance.
In summary, UNICEF Uganda’s page performance improved in April compared to March. Posting activity, interactions, and engagement all showed enhancements, reflecting a more proactive and engaging approach. However, UNICEF Uganda’s performance did not surpass that of other regional UNICEF agencies.
Media House Social Media Fan Base Graph
From the graph above, the mentioned top media houses experienced a decrease in the number of Facebook like except for Urban TV. All the selected media houses maintained a steady increase in X followers in April 2024.
- Hashtag Tracking
Here, we track the monthly performance of your main hashtags on Twitter.
- #BestStartInLife
Original Posts: 06 Reposts: 10 Replies: 1
Top influencers who interacted with #BestStartInLife
- #InvestInUGChildren
Original Posts: 85 Retweets: 590 Replies: 10
Top influencers who interacted with #InvestInUGChildren
- YOUTUBE
Between 1st and 30th April 2024, UNICEF Uganda published two (02) videos on YouTube.
- Key metrics table
| Subscribers | +/- | Videos | Views | Impressions | Likes | Comments | Shares |
| 2,249 | 45 | 02 | 7,154 | 73,382 | 05 | 01 | 00 |
- Content
YouTube performance experienced a slight decrease in performance as channel views and impressions decreased. From the two (02) videos that were published, your channel obtained 7,154 views making a decrease of 179,809 views from those obtained in March 2024. The graph indicates that your channel achieved the highest number of views on April 22, 2024, with 331 views. All the 7,154 views obtained were organic which is a fair impression from your users however, promoting the videos could have enabled more reach to your users thus contributing to more video views.
- Audience
The graph above indicates that your channel achieved the highest number of Returning Viewers (those who previously watched your channel and returned) on April 24, 2024, with 34 viewers. The channel attained the highest count of New Viewers (those who discovered your channel for the first time) on April 15, 2024 with 205.
- Watch time (hours)
In April 2024, watch time (hours) were really low compared to that obtained in March. Your channel obtained 129.5 watch time with the highest being 11.6 obtained on April 15, 2024.
- How do viewers find your videos
From the figure above, UNICEF Uganda got 99.8% of its views from viewers who are not subscribed. We also note that you got more traffic from YouTube search at 43.2%. In April, you got 29.3% google search results that linked to your YouTube videos and 12.6% from your website. This shows that you are optimizing your content well that it appears among search results when users search for topics with the keywords you utilize.
This shows what kind of content your audience is interested in and also shows how important it is to use relevant keywords, descriptions and tags which can allow users to access your content easily.
YouTube Top locations
UNICEF Uganda got more of its viewers from Greece.
- Age and gender
UNICEF Uganda got more views from females at 60%. Males were 40%. Most of your viewers are between the age of 25-34 years (1,012 viewers).
Viewers below 25 years of age were 765 viewers.
- Top five performing videos
Links to the top five videos
- https://www.youtube.com/watch?v=hS9sGOSTHU0
- https://www.youtube.com/watch?v=ZLAbQHcANhc
- https://www.youtube.com/watch?v=Po6eQ-66Z7Y
- https://www.youtube.com/watch?v=BOuxJEPyqe8
- https://www.youtube.com/watch?v=RWFskLEDMJI
- 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 five (05) new articles on your website in the month of April 2024.
- Standard Key Performance Indicators (KPIs)
New Users April 2024
Returning Users April 2024
- ACQUISITION:
User Acquisition: How visitors find and reach your website www.unicef.org/uganda
- April 2024 top 10 landing pages on www.unicef.org/uganda
- Site Pages and Pageviews
The UNICEF Uganda website had a total of 17,687 Page Views during the month of April 2024. These decreased by 3,222 from those recorded during the month of March 2024. Below are the 5 most visited UNICEF Uganda web pages in April 2024.
Average number of active users throughout the month
The website recorded its highest count of active users (576) on April 04th 2024, 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
There was slight improvement in some of the website metrics in April 2024, as compared to those registered in March 2024.
- With 12,280 users, there was an increase of 204 website users from those recorded in March 2024.
- The Pageviews decreased by 3,222 to 17,687 in March, from 20,909 in March 2024.
- The average session duration was 3m40s while the average engagement time was 1m 32s.
- The number of sessions increased from 16,099 registered in February to 16,0113 in April 2024.
CONCLUDING NOTES
There has been continuous improvement in the activity and key metrics of your social media platforms in the month of April 2024.
It is worth noting that Facebook, Instagram, LinkedIn and X experienced an increase in the key metrics, reach, engagement and impressions and fan base for some. Some of the contributing factors include;
- Diverse content strategy: Immense posting of content on all social media platforms in different formats, mainly photos and carousels, videos and reels, graphics, stories and links which kept your audience engaged in different formats.
- Strategic event promotion: Posting about the first National Play Day in Uganda not only improved page activity and interactivity for your pages but also allowed discoverability of your pages to new audiences with the #UgPlayDay which increased your page followers. This was really well done.
- Timely content boosting. We noticed that your content was promoted as the events happened which improved content reach and impressions.
With five (05) articles published on UNICEF Uganda’s website, page users increased to 12,280. Continue utilizing different multimedia formats in your posting to have all different users engaged, sharing links of articles published on your social media platforms and maintain the practice of boosting on YouTube and linking back to the website to further boost web traffic.
YouTube experienced a slight decline in performance with page views dropping from 186,963 to 7,154 views and watch time at 130.9. Keep up the practice of sharing links to your YouTube videos on your social media pages and website as it contributes to views. We continue to emphasize the use of relevant and possible keywords, tags and hashtags in video descriptions as this will enable your content appear among the top google search results. Continue adding your videos in the relevant playlists as this gives your users a continuous viewing experience, allows discovery to other YouTube users and for easy sharing.
Continue utilizing different media formats, photos, videos, reels, links, graphics, stories, polls, shorts, to keep your users engaged in the different trending ways. Keep up the practice of engaging and posting content on trending topics that are related to your work to attract new page visits for your platforms. Keep in touch with your audience by responding to their compliments on your posts and responding to relevant comments. Don’t get tired of responding to the scam messages to clear your brand but also save your audience from fraudsters.
Best Regards,
……………………………
PATRICIA BUSINGYE busingyepatricia16@gmail.com 0777905704
For and on behalf of Ultimate Multimedia Consult (U) Ltd
