PREPARED BY
Executive Summary
We recorded 1,429 articles published on children-related issues in Uganda by online publications in April 2023, marking a decrease of 68 articles from those published in the month of March 2023.
Of the 1,429 articles published in March 2023, 549 were published under keeping children alive ; 477 under keeping children safe and 403 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 1,429 articles published online during the month of April 2023 on children-related issues, 60 articles mentioned UNICEF marking a decrease of 26 from those registered in March 2023.
Among UNICEF comparators, the Ministry of Health (MOH) was the most mentioned with 96 followed by the Ministry of Education & Sports (MoES) in 78 articles, World Health Organization (WHO) in 44 articles, European Union with 9 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 Social Media accounts, UNICEF Uganda’s hashtags and mentions from 1st to 30th April 2023. It also shows the performance of UNICEF Uganda website.
ONLINE PUBLICATIONS
A total of 1,429 articles on children-related issues were published by online publications in April 2023, marking a decrease of 68 articles from those recorded for the month of March 2023.
The graph below shows the number of child-related articles published by websites in March 2023
With 221 articles, Daily Monitor website published the most articles on children-related issues, followed by The New Vision and NTV Uganda with 220 and 176 articles respectively.
The “Others” section in the graph above includes Uganda based websites and websites based in other countries which published less than 10 children-related articles each in April 2023 as shown in the table below:
ARTICLE CATEGORIES
Articles under the category of Keeping children alive were the most reported totaling to 549, Keeping children safe followed with 477 articles, while Keeping children learning were the least at 403. The distribution of articles per category is illustrated below:
SENTIMENT OF THE ARTICLES PUBLISHED
The majority (703) of the children-related articles published online in April 2023 had a positive sentiment[1].
Out of the 490 children-related articles recorded having negative sentiment in the month of March 2023, twelve (12) mentioned UNICEF. Below are articles with negative sentiments that mentioned UNICEF:
- https://www.monitor.co.ug/uganda/news/national/govt-un-disagree-on-maternal-deaths-figures-4210360 Govt, UN disagree on maternal deaths figures
- https://www.independent.co.ug/unicef-report-finds-declining-confidence-in-childhood-vaccines-during-pandemic/ UNICEF report finds declining confidence in childhood vaccines during pandemic
- https://www.newvision.co.ug/category/education/one-million-children-drop-out-before-ple-159011 One million children drop out before PLE
- 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
- 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
- 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
- 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
- https://allafrica.com/stories/202304270351.html Uganda: FGM Still Rampant in Amudat District Despite Ban
- https://www.monitor.co.ug/uganda/news/national/un-ngos-warn-of-rising-hunger-deaths-in-africa-4215576 UN, NGOs, warn of rising hunger deaths in Africa
- 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
- https://nilepost.co.ug/2023/04/27/fgm-still-rampant-in-amudat-district-despite-ban/ FGM still rampant in Amudat district despite ban
- 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
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 1,429 children-related articles we recorded that were published online in April 2023, 60 articles mentioned UNICEF marking a decrease of 26 from those registered in March 2023.
COMPARATOR MENTIONS
Below is a graphic representation of the top-mentioned comparators in children-related articles recorded from online publications in April 2023.
Other comparators mentioned include;
- United Nations (UN), Uganda Red Cross Society had seven (7),
- United Nations High Commissioner for Refugees (UNHCR) had six (6).
- Rotary International, National Union of Disabled persons of Uganda (NUDIPU), Ministry of Gender, Labour and Social Development had four (4) mentions each.
- USAID five (5).
- BRAC, UHRC, UHRC, United Nations Population Fund (UNFPA) had three (3) mentions, Uganda Network of AIDS Service Organizations (UNASO), Action Aid, WFP, Uganda Women’s Effort to Save Orphans (UWESO), Uganda Women’s Effort to Save Orphans (UWESO), and Gavi had two (2) mentions each.
- Care International, Enabel Uganda, AOU, World Bank, Office of the Prime Minister (OPM), ILO, UNAID, Save the children, UNDP, UNESCO, AU, UNEPI, AMREF, National Children Authority had one (01) mention each.
SOCIAL MEDIA PERFORMANCE
In this section, we analyze the performance of UNICEF Uganda’s social media platforms throughout the month of April 2023.
Social Media Performance Summary
April 2023 Twitter summary
Top April 2023 Tweet Activity
Facebook Page Fan Increase Statistics
By the end of April 2023, UNICEF Uganda Facebook page had 164,090 likes marking an increase of 141 from those recorded at the end of March 2023.
Likes per day throughout the month
The page got its highest (14) number of likes on 23rd April 2023, and lost the most (06) page fans on 20th April 2023.
Demographics of Facebook Page fans
Location of Facebook Page fans (Top 10 countries, cities, languages)
Demographics of People Reached on Facebook
Men between the ages 25-34 have a higher potential to see your content and visit your Facebook Page.
Facebook Page Engagement by Age and Gender
The majority of the users engaging with UNICEF Uganda’s Facebook content were males between the ages 18 – 24 years.
Publishing behavior
The chart below shows the frequency of Facebook posting in April 2023. UNICEF Uganda made 21 posts. These were two (02) more than those you posted in March 2023. Majority (16) of the posts were photos.
Performance of Facebook video posts (here)
UNICEF Uganda Facebook page April 2023 video views decreased by 90% from those that you had in March 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 204 1-minute videos 4, 146 3-sec video views and 154 video repeats, which indicates a slight lower interest in your video content compared to that registered in March 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 for improved performance.
Top five videos (Facebook)
NOTE: Refer to Footnote[1] for video metric term definitions.
Key Metrics Table |All UNICEF Pages (Regional – East Africa)
| Name | Fans | +/_ | Posts | Reactions | Shares | Comments | Interaction Rate (%) |
| UNICEF Uganda | 163,989 | 214 | 19 | 19,861 | 290 | 71 | 0.65 |
| UNICEF en RDC | 536,642 | 5,610 | 25 | 15,342 | 1,798 | 241 | 0.13 |
| UNICEF Kenya | 256,688 | 3,764 | 18 | 56,403 | 4,065 | 489 | 1.32 |
| UNICEF South Sudan | 147,682 | 40 | 37 | 1,102 | 35 | 50 | 0.03 |
| UNICEF Rwanda | 118,192 | 0 | 44 | 264 | 6 | 6 | 0.01 |
| UNICEF Tanzania | 47,162 | 150 | 19 | 5,086 | 59 | 91 | 0.59 |
| UNICEF Burundi | 40,479 | 94 | 24 | 1,233 | 24 | 305 | 0.17 |
From the table above, UNICEF Uganda has the third-largest fan base and second-highest interaction rate[1] in the East African region which is commendable. The interaction rate is still lower than the recommended 5%, meaning you need to make sure as many of your posts have high engagement potential. You can achieve this by posting engaging content, and also utilizing post boosting targeting engagement.
Regional Analysis
The chart below shows the Facebook fans for the East African UNICEF accounts
Media House Social Media Fan Base Graph
Hashtag Tracking
Here, we track the monthly performance of your main hashtags on Twitter.
#InvestInUGChildren
YOUTUBE
Between 1st and 30th April 2023, UNICEF Uganda published 06 new videos on YouTube.
- https://www.youtube.com/watch?v=POCEQk2qGXA There is nothing better than school life for young people. (35,623 views)
- https://www.youtube.com/watch?v=amURNSuGE1I Simulation exercises; the cornerstone of emergency preparedness and response. (5,179 views)
- https://www.youtube.com/watch?v=IogSr2gLyco Simulation exercises to enhance effective coordination in emergency preparedness and response. (9,626 views, 1 like)
- https://www.youtube.com/watch?v=HMW8nmS6v1o Solving water crises; one community at a time. (15,048 views, 1 comment, 1 like)
- https://www.youtube.com/watch?v=w16dxKUEp7g Breastfeeding at work: Happy employers, happy mothers; a productive workforce. (8,943 views, 2 likes)
- https://www.youtube.com/watch?v=ORXEaWUMoQs Time to deliver zero Malaria: Invest, innovate, implement. (1,758 views, 1 like)
Key metrics table
| Subscribers | +/- | Videos | Views | Impressions | Likes | Comments |
| 1,791 | 30 | 06 | 126,017 | 51,156 | 05 | 01 |
Watch time (hours)
NOTE: In the month of April 2023, you uploaded 06 videos. Paid ads increased channel views by 60%. Your hard work paid off! Your channel got 126,017 views, more than the 40,300–92,500 it usually gets in 28 days.
Top videos by views
Links:
https://youtu.be/POCEQk2qGXA
https://youtu.be/HMW8nmS6v1o
https://youtu.be/IogSr2gLyco
Most engaging YouTube videos
Links:
https://youtu.be/HMW8nmS6v1o
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 three (03) fresh articles on your website in April 2023. This indicates a decrease of four (04) articles from those published in March 2023.
Standard Key Performance Indicators (KPIs)
Site search Performance and Statistics
Site Pages and Pageviews
The UNICEF Uganda website had a total of 27,055 Page Views during the month of April 2023. These decreased by 5,519 from those recorded during the month of March 2023. Below are the 10 most visited UNICEF Uganda web pages in April 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 (788) on 17th April 2023 as the graphic below shows.
Website usage by age and gender
Website Engagement by New vs. Returning visitors
Acquisition
Audience summary
The April 2023 website audience statistics indicate a decline in most of the audience metrics from those recorded during the month of March 2023.
- With 14,550 new users, there was a decrease of 2,518 website users from those recorded in March 2023.
- The Pageviews decreased by 5,519 to 27,055 in April 2023.
- The website’s bounce rate[1] is 59.86% which is a slight decline from the 59.54% registered at the end of March 2023.
- The number of sessions decreased from 22,724 registeredin March 2023 to 19,160 in April 2023.
The website’s returning visitors were 16.8% (2,934). These decreased by 556 from those recorded in March 2023. New visitors were 14,484.
CONCLUDING NOTES
Over the month of April, your Instagram page has experienced a decline in followers despite regular posting and boosting efforts. We encourage you to re-evaluate the frequency of posting: Ensure that the frequency of posts is optimal, and that it aligns with the audience’s preferences.
In the month of April, UNICEF Uganda’s website posting activity reduced, only two (02) articles were published one (01) of which was a photo essay, and one press release.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.
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 April 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.
On Twitter, your engagement was 16%, lower than that received in March 2023 (190%). This performance is attributed to more consistent posting and boosting.
UNICEF Uganda published 06 new videos on YouTube in April 2023 which improved the channel’s performance. Paid ads increased your channel views by 60%. Your hard work paid off! Your channel got 126,017 views, more than the 40,300–92,500 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
