loader
By Herman Nnyanzi

IN-DEPTH ANALYSIS OF REACH, ENGAGEMENT AND IMPACT OF UNICEF UGANDA ONLINE MESSAGES FOR APRIL 2023   

PREPARED BY

BACK TO UNICEF UGANDA DASHBOARD

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 April 2023. 

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 01 May 2023 10:00 PM E.A.T)

ONLINE PUBLICATIONS

In analyzing the reach and engagement, we consider particular publication or channel audience figures, number of views, comments and shares.

UNICEF UGANDA WEBSITE POSTING

During the month of April 2023, UNICEF Uganda published three (03) articles on the website:

ONLINE ARTICLES MENTIONING UNICEF

Below are links, titles and interaction metrics (where possible) to articles where UNICEF is mentioned:

EDUCATION

  1. https://www.independent.co.ug/luwero-mtn-uganda-hands-over-a-new-fully-equipped-three-classroom-block-at-peas-horizon-high-school/ LUWERO: MTN Uganda hands over a new fully equipped three-classroom block at PEAS Horizon High School
  2. https://www.telecompaper.com/news/mtn-uganda-donates-classroom-block-to-school-in-luwero-district–1459932 MTN Uganda donates Classroom block to school in Luwero district
  3. https://www.galaxyfm.co.ug/2023/04/15/mtn-uganda-hands-over-a-new-fully-equipped-three-classroom-block-at-peas-horizon-high-school-in-luwero-district/ MTN Uganda hands over a new fully equipped three-classroom block at PEAS Horizon High School in Luwero District
  4. https://www.howwe.ug/news/business/35512/luwero-mtn-uganda-hands-over-a-new-fully-equipped-three-classroom-block-at-peas-horizon-high-school LUWERO: MTN Uganda hands over a new fully equipped three-classroom block at PEAS Horizon High School
  5. https://www.monitor.co.ug/uganda/news/education/access-to-safe-drinking-water-remains-a-dream-for-most-schools-4211060 Access to safe drinking water remains a dream for most schools
  6. https://www.newvision.co.ug/category/education/one-million-children-drop-out-before-ple-159011 One million children drop out before PLE ( 100 views)
  7. https://www.bignewsnetwork.com/news/273792501/new-unicef-report-shows-90-per-cent-of-adolescent-girls-in-low-income-economies-are-offline New UNICEF report shows 90 per cent of adolescent girls in low-income economies are offline
  8. https://www.kfm.co.ug/news/90-of-girls-women-in-poor-countries-are-offline-report.html 90% of girls and women in poor countries are offline – Report (74 views)
  9. https://ugandaradionetwork.net/story/90-percent-of-adolescent-girls-woman-cant-access-internet-unicef 90 Percent of Adolescent Girls, Woman Can’t Access Internet-UNICEF
  10. https://softpower.ug/airtel-africa-group-ceo-ogunsanya-pledges-accelerated-access-to-digital-learning/ Airtel Africa Group CEO Ogunsanya Pledges Accelerated Access to Digital Learning (65 views)
  11. https://www.newvision.co.ug/category/science/90-of-adolescent-girls-young-women-dont-use-i-159114 90% of adolescent girls, young women don’t use internet in low-income countries (166 views)
  12. https://www.youtube.com/watch?v=GhbEl_Lwyy4 Airtel ekwataganye naba UNICEF okuwa abayizi Yintaneeti ey’obwerere (184 views, 3 likes)
  13. https://www.youtube.com/watch?v=kCXkOmEYJdo AIRTEL & UNICEF COMMIT TO DELIVER THROUGH DIGITAL LEARNING (87 views, 4 likes)
  14. https://www.pmldaily.com/news/2023/04/90-adolescent-girls-young-women-in-low-income-countries-offline-unicef.html 90% adolescent girls, young women in low-income countries offline – UNICEF ( 28 views, 1 share, 2 likes)
  15. https://pctechmag.com/2023/04/airtel-unicef-to-accelerate-access-to-education-through-digital-learning/ Airtel, UNICEF to Accelerate Access to Education Through Digital Learning
  16. https://www.marketscreener.com/quote/stock/AIRTEL-AFRICA-PLC-61661826/news/Unicef-Airtel-Partner-to-Increase-Access-to-Digital-Learning-in-Rural-Schools-43431620/ Unicef, Airtel Partner to Increase Access to Digital Learning in Rural Schools
  17. https://www.busiweek.com/airtel-rwanda-unicef-partner-to-increase-access-to-digital-learning/ Airtel Rwanda, UNICEF Partner To Increase Access To Digital Learning
  18. https://www.monitor.co.ug/uganda/news/national/janet-calls-for-commitments-in-celebrating-women-s-days-4196140 Janet calls for commitments in celebrating women’s days
  19. https://www.euronews.com/next/2023/04/28/childhood-vaccination-rates-fell-due-to-covid-now-who-is-boosting-them-in-20-countries Childhood vaccination rates fell due to COVID. Now WHO is boosting them in 20 countries
  20. https://www.youtube.com/watch?v=SmREWjSHmXg Civil society vows to end violence in schools, homes ( 131 views, 1 comment, 1 like )
  21. https://independent.ng/airtel-africa-unicef-reaffirm-commitment-to-faster-access-to-quality-education-across-africa/ Airtel Africa, UNICEF Reaffirm Commitment To Faster Access To Quality Education Across Africa ( 63 views)
  22. https://www.ntv.co.ug/ug/news/national/civil-society-vows-to-end-violence-in-schools-homes–4216798 Civil society vows to end violence in schools, homes (131 views, 1 comment, 1 like)
  23. https://www.youtube.com/watch?v=KO6z8M8hiXI OKUGUNJULA ABAANA N’EMIGGO : Bannakyewa baagala abazadde n’abasomesa bakudibye (1.3k views, 27 likes, 2 comments)
  24. https://nilepost.co.ug/2023/04/29/airtel-africa-unicef-reaffirm-commitment-to-accelerate-access-to-digital-learning-in-uganda/ Airtel Africa, UNICEF reaffirm commitment to accelerate access to digital learning in Uganda
  25. https://www.pmldaily.com/news/2023/04/airtel-to-power-access-to-digital-learning-in-uganda-across-africa.html Airtel to power access to digital learning in Uganda, across Africa (943 views, 47 shares, 64 likes, 2 dislikes)
  26. https://leadership.ng/airtel-unicef-to-accelerate-access-to-quality-education/ Airtel, UNICEF To Accelerate Access To Quality Education

IMMUNIZATION / VACCINATION

OTHER MENTIONS

SOCIAL MEDIA

In this part, we analyze how your major social media platforms performed throughout the month of April 2023, and where necessary, offer recommendations for better performance.

We monitor performance of UNICEF Uganda social media accounts on Facebook, YouTube, Twitter, Instagram and LinkedIn.

On these platforms, UNICEF Uganda sent out messages mainly on the topics of Vaccination, Immunization, UNICEF-Airtel digital divide partnership, Village Health Teams, and malnutrition, Government of Japan support to UNICEF Uganda, Refugee host communities, among others, and tagged them with the hashtags #foreverychild, #vaccineswork, #ichds, #investinugchildren, #malaria, #eidalfitr2023, #eidmubrak, #beststartinlife, #everychild, #malariafight, #Ntungamo, #malariaday2023, #BestStartInLife, #Karamoja among others.

Social Media Performance Summary

PlatformIMPRESSIONSReachENGAGEMENTLIKES
FACEBOOK2,740,279674,8808,820 (Post engagement)   22,348 (Engaged Users)164,090
TWITTER802,874 75,80325,912
INSTAGRAM576,206111,679833 
YOUTUBE51,156  05 likes, 126,017 views

FACEBOOK – KEY FINDINGS

Facebook Page Impressions

UNICEF Uganda’s Facebook page posts had a total of 2,740,279 impressions[1]; 87,119 were Organic, 2,643,240 were on Boosted posts while 9,920 were Viral impressions[2]. The graphic below shows UNICEF Uganda’s Facebook page impressions per day for the month of April 2023.

Facebook Reach and Impressions Metrics

Below is a breakdown of the April 2023 reach and impressions metrics

Impression metricsTotals  Total Impressions decreased by 6% since last month
Organic Impressions87,119
Non-Organic Impressions2,643,240
Total Impressions2,740,279
Users Reached674,880
Average Daily Users Reached22,496

Your Facebook page reach decreased by 4% from that recorded during the month of March 2023.

Page Engagement in terms of Impressions and Post Clicks

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.

Audience Reach and Engagement demographics People reached

The statistics above show the demographics of people reached by content posted by UNICEF Uganda’s Facebook page. Most of the people reached were males aged 25 – 34 in Uganda. Below are the user engagement demographics.

As shown in the above graphic, majority of the users engaging with UNICEF Uganda’s Facebook content were males between the ages 18 – 24 years.

Total reach and post reach

The total 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 674,880.  Organic reach was 71,224 while paid reach was 603,656.

Total post reach (number of people your posts were served to) was 649,820. Organic post reach was 10,799 while paid post reach was 639,065. Your posts reached the highest number of people on 23rd April 2023.

Top Facebook posts by engagement in April 2023

Links to most engaging Facebook posts:

1.   https://www.facebook.com/150109206447/posts/10159775426626448/

2.   https://www.facebook.com/150109206447/posts/10159809211486448/

3.   https://www.facebook.com/150109206447/posts/10159791041931448/

4.   https://www.facebook.com/150109206447/posts/10159803769091448/

5.   https://www.facebook.com/150109206447/posts/10159807792461448/

6.   https://www.facebook.com/150109206447/posts/10159818719141448/

Themes

Below are the themes you posted about in the month of April 2023

Facebook Stories Insights

During the month of April 2023, you did not post any Facebook stories.

REACH AND ENGAGEMENT ON TWITTER @UNICEFUganda

Twitter Activity Overview

Publishing behavior (Number of Profile Tweets)

In April 2023, UNICEF Uganda posted 42 tweets. These were 38 less than those posted during the month of March 2023. The figures below show metrics of the engagement generated from your Twitter posting behavior. The impressions increased by 14.5%.

Twitter Engagement Metrics

a)    

Engagement MetricsTotalsThe number of engagements increased by 16% since last month
Total engagements75,803
Replies182
Retweets1,071
Likes25,912
Engagements per follower1The number of Impressions per Tweet increased by 63% since last month
Impressions per Follower12.2
Engagements per Tweet1,805
Impression per Tweet19,116

Top tweets April 2023

Links to top tweets:

  1. https://twitter.com/UNICEFUganda/status/1632693927500193794
  2. https://twitter.com/UNICEFUganda/status/1637740573166649345
  3. https://twitter.com/UNICEFUganda/status/1651593260081577984
  4. https://twitter.com/UNICEFUganda/status/1644250607409037314
    5. https://twitter.com/UNICEFUganda/status/1643868956430663680

Twitter video activity April 2023

You published one (01) new video to Twitter in April 2023. Your video earned 1,751 views with 806 minutes of watch time during this period.

Your Twitter videos were watched to completion 27 times.
Hashtag performance

The hashtag #InvestInUGChildren performed as seen below;

The hashtag #BestStartInLife performed as seen below;

LINKEDIN PERFORMANCE

CONCLUDING REMARKS & RECOMMENDATIONS

During the month of April 2023, your Twitter impressions increased by 14.5% and engagement by 16%. Your boosted tweets earned 686,823 impressions and 62,245 engagements. Maintain the practice of frequently posting and utilizing Twitter ads so you can achieve even higher reach and engagement.

In April 2023, you posted one (01) video on Twitter and received more video views, watch time and engagements. With more videos, you will achieve more organic views and engagement.

We encourage you to engage more with your fans and followers by responding to comments and questions to encourage users to interact and engage more 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 and Twitter posts will help you have a high interaction rate.

We also encourage you to utilize:

  • 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. Posts are 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 busingyepatricia6@gmail.com 0777905704

For and on behalf of Ultimate Multimedia Consult (U) Ltd

Leave a Reply

Your email address will not be published. Required fields are marked *