IN-DEPTH MONTHLY ANALYSIS REPORT AUGUST 2023
PREPARED BY
Executive Summary
We recorded 1,120 articles published on children-related issues in Uganda by online publications in August 2023, marking an increase of 141 articlesfrom those published in the month of July 2023.
Of the 1,120 articles published in August 2023, 349 were published under keeping children alive[1], 425 under keeping children safe[2] and 346 under keeping children learning[3].
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 1,120 articles published online during the month of August 2023 on children-related issues, 18 articles mentioned UNICEF marking an increase of 21 from those registered in July 2023.
Among UNICEF comparators, the Ministry of Health (MOH) was the most mentioned with 74 followed by the Ministry of Education & Sports (MoES) in 38 articles, World Health Organization (WHO) in 29 articles, Uganda Red Cross Society 11, Rotary International 10 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’s Social Media accounts, UNICEF Uganda’s hashtags and mentions from 1st to 31st August 2023. It also shows the performance of UNICEF Uganda website.
- ONLINE PUBLICATIONS
A total of 1,120 articles on children-related issues were published by online publications in August 2023, marking an increase of 141 articles from those recorded for the month of July 2023.
The graph below shows the number of child-related articles published by websites in August 2023
With 160 articles, The New Vision website published the most articles on children-related issues, followed by NTV Uganda and Daily Monitor with 150 and 136 articles respectively.
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 August 2023 as shown in the table below:
- ARTICLE CATEGORIES
Articles under the category of Keeping Children Safe were the most reported totaling to 425, Keeping children Alive followed with 349 articles, while Keeping children learning were the least at 346. The distribution of articles per category is illustrated below:
- SENTIMENT OF THE ARTICLES PUBLISHED
The majority (549) of the children-related articles published online in August 2023 had a Positive sentiment[4].
Out of the 414 children-related articles recorded as having negative sentiment in the month of August 2023, four (04) mentioned UNICEF. Below are articles with negative sentiments that mention UNICEF:
- https://www.newvision.co.ug/category/news/child-marriages-busia-moves-to-ban-disco-mata-NV_167964 Child marriages: Busia moves to ban disco matanga
- https://www.monitor.co.ug/uganda/oped/commentary/persistent-malnutrition-undermines-milk-surplus-story-4342738 Persistent malnutrition undermines milk surplus story
- https://www.monitor.co.ug/uganda/news/national/cholera-kills-8-in-kayunga-4322904 Cholera kills 8 in Kayunga
- https://dailyexpress.co.ug/2023/08/01/cholera-claims-8-in-kayunga-several-admitted/ Cholera claims 8 in Kayunga, several admitted
- 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 1,120 children-related articles we recorded that were published online in July 2023, 18 articles mentioned UNICEF, marking a decrease of 21 from those registered in July 2023.
Below is a graphic representation of the top-mentioned comparators in children-related articles recorded from online publications in July 2023.
Other comparators mentioned include;
- Ministry of Gender Labour Social Development (MGLSD) had six (06)
- African Union, Uganda Women’s Effort to Save Orphans (UWESO) Uganda Aids Commission and European Union (EU), had five (05)
- United Nations and International Rescue Commission Four (04)
- Office of the Prime Minister and Plan International Uganda three (03)
- The Global Fund, the Food and Agriculture Organisation (FAO), National Union of Disabled Persons of Uganda (NUDIPU), Uganda Network of AIDS Service Organisation (UNASO), Save the Children 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 July 2023.
| Platform | IMPRESSIONS | Reach | ENGAGEMENT | LIKES |
| 2,311,999 | 636,747 | 53,032 | …164,231 | |
| 1,090,833 | – | 34,111 | 4,894 | |
| 161,623 | 41,367 | 694 | 547 | |
| 14,091 | 5,136 | 542 | 136 | |
| YOUTUBE | Views | |||
| 69,650 | 6 | 29,844 |
Summary: Cumulative Social Media Performance Metrics: Impressions, Reach, Engagement, and Likes (January 2023 – July 2023)
| Platform | IMPRESSIONS | Reach | ENGAGEMENT | LIKES | |
| January | 4,209,410 | 674,880 | 106,737 | ||
| February | 2,423,103 | 702,255 | 76,365 | ||
| March | 2,918,459 | 644,224 | 42,758 | ||
| April | 2,740,279 | 885,813 | 20,234 | ||
| May | 3,587,251 | 768,040 | 40,843 | ||
| June | 1,714,479 | 602,808 | 38,318 | ||
| July | 2,311,999 | 636,747 | 53,032 | ||
| Total | 19,904,980 | 4,914,767 | 378,287 | *164,231 | |
| January | 548,238 | – | 17,079 | 3,571 | |
| February | 646,260 | – | 22,616 | 5,890 | |
| March | 939,333 | – | 65,531 | 25,160 | |
| April | 802,874 | – | 75,803 | 25,912 | |
| May | 798,171 | – | 56,004 | 19,745 | |
| June | 890,477 | – | 31,157 | 7,117 | |
| July | 1,090,833 | – | 34,111 | 8,266 | |
| Total | 5,716,186 | 302,301 | 95,661 | ||
| Comments | Likes | ||||
| January | 724,022 | 152,706 | 3,982 | 47 | 3,236 |
| February | 596,200 | 144,984 | 25,817 | 39 | 5,871 |
| March | 439,440 | 96,441 | 3,477 | 39 | 1,163 |
| April | 632,635 | 111,679 | 810 | 17 | 851 |
| May | 648,482 | 114,128 | 698 | 15 | 596 |
| June | 162,768 | 54,079 | 444 | 17 | 356 |
| July | 161,623 | 41,367 | 694 | 12 | 547 |
| Total | 3,365,170 | 715,384 | 35,922 | 186 | 12,855 |
| Impressions | Reach | Engagement | Likes | ||
| January | 44,689 | 14,115 | 2,564 | 610 | |
| February | 29,068 | 8,161 | 1,031 | 373 | |
| March | 27,735 | 9,844 | 1,609 | 385 | |
| April | 22,529 | 7,797 | 922 | 259 | |
| May | 18,734 | 7,314 | 819 | 246 | |
| June | 19,014 | 7,338 | 727 | 250 | |
| July | 14,091 | 5,163 | 542 | 136 | |
| TOTAL | 175,860 | 59,732 | 8,214 | 2,259 | |
| YOUTUBE | Likes | Views | |||
| January | 21,914 | 2,161 | 0 | 2 | 56102 |
| February | 123,316 | 9,174 | 0 | 15 | 53690 |
| March | 117,255 | 32,642 | 2 | 22 | 69764 |
| April | 51,156 | 5,152 | 1 | 9 | 126017 |
| May | 53,136 | 1,081 | 0 | 0 | 32,804 |
| June | 46,767 | — | 0 | 6 | 13,690 |
| July | 69,650 | — | 29,844 | ||
| Total | 413,544 | 50,210 | 3 | 54 | 352,067 |
| Total Followers | Followers increase | Tweets Sent | Impressions | Impressions Per Follower |
| 67,643 | 579 | 24 | 1,090,833 | 16 |
| Engagements | Engagement per Follower | Retweets without comments | Likes | Link Clicks |
| 31,157 | 1 | 613 | 8,266 | 85 |
- July 2023 Twitter summary
- Top July 2023 Tweet Activity
- Facebook Page Fan Increase Statistics
By the end of July 2023, UNICEF Uganda Facebook page had 164,231 likes, marking an increase of 15, from those recorded at the end of June 2023.
- Demographics of Facebook Page fans
- Location of Facebook Page fans (Top 10 countries, cities)
- Facebook Page Engagement by Age and Gender
The majority of the users engaging with UNICEF Uganda’s Facebook content were males between the ages of 25 – 34 years.
- Publishing behavior
- The chart below shows the frequency of Facebook postings in June 2023. UNICEF Uganda made 15 posts. These were less by one (01) compared tothose you posted in June 2023. The majority (14) of the posts were photos. UNICEF Uganda also shared five (05) stories in July 2023.
- Performance of Facebook video posts (here)
UNICEF Uganda Facebook page July 2023 video views increased by 86% from those that you had in June 2023.
| Video Views | Paid Video Views | Organic Video Views | Auto-played Video Views | Clicked-to-Play Video Views | Video Repeats |
| 21,850 | 21,525 | 325 | 21,625 | 225 | 69 |
From the graph above, total video views are 21,850 representing a variation of -29.7 compared to June 2023.
NOTE: Refer to Footnote[5] for video metric term definitions.
- Top Performing Organic Posts
- Top performing videos
- UNICEF Facebook Pages Analysis (Regional-East Africa)
The chart below shows the Facebook fans for the East African UNICEF accounts
From the graphic above, UNICEF en RDC has the highest number of page likes, followed by UNICEF Kenya. UNICEF Uganda ranks third in terms of total page likes.
Number of Posts: UNICEF South Sudan made the most Facebook posts in the month of June, followed by UNICEF Rwanda. UNICEF Uganda ranks second last in terms of the total number of posts made in the month of July indicating a decline in our page posts.
Engagement Rate per Post: UNICEF Uganda has consistently maintained the highest engagement rate among all the East African countries, including last month. This indicates that your posts have consistently generated a high level of user interaction and interest over time.
On new likes per day, UNICEF en RDC has the highest average daily likes, indicating significant growth in their page likes. UNICEF Uganda
‘s daily growth rate declined to 1.2/day, compared to the month of July with 4/day and other countries
On People Talking About This (PTAT), UNICEF Uganda and UNICEF en RDC have the highest PTAT, indicating active engagement and conversation among users on their pages.
In summary, UNICEF Uganda’s page demonstrates a relatively strong engagement with a high engagement rate per post. This suggests that although you may not have the largest audience among the Regional East African ‘UNICEFs’, your content is resonating well with your existing followers and generating meaningful interactions. Additionally, your daily new likes and PTAT are also noteworthy, showing consistent growth and engagement on your page
- Top five videos (Facebook)
NOTE: Refer to Footnote[6] for video metric term definitions.
- Media House Social Media Fan Base Graph
- Hashtag Tracking
Here, we track the monthly performance of your main hashtags on Twitter.
- #InvestInUGChildren
Original Posts: 21
Retweets: 144
- #BestStartInLife
Original Posts: 05 Retweets: 15
- YOUTUBE
Between 1st and 31st July 2023, UNICEF Uganda published 00 new videos on YouTube.
Key metrics table
| Subscribers | +/- | Videos | Views | Impressions | Likes | Comments | Shares |
| 1,868 | 30 | 00 | 29,844 | 69,650 | 00 | 00 | 00 |
From the graph above, UNICEF Uganda had the highest video views on YouTube on 5th July 2023 at4,766 and got the highest number of returning viewersat 2,300 and 2,052 new viewers.
Watch time (hours)
NOTE: In the month of July 2023, you uploaded no videos. Your channel got 29,844views,s but usually gets 62,200–110,000 views in 28 days.
UNICEF Uganda got more males between the age of 25-34 years interacting and watching their videos in July 2023.
Top videos by views
There were no videos posted in the month of July 2023
- 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 one (01) press release, four (04) fresh articles, and one (01) photo essay on your website in the month of August 2023. This indicates an increase of six (06) pieces of content compared to July 2023 when no content was posted.
- Standard Key Performance Indicators (KPIs)
- Acquisition: How visitors find and reach your website.
- Site search Performance and Statistics
- Site Pages and Pageviews
The UNICEF Uganda website had a total of 23,449 Page Views during the month of August 2023. These increased by 231 from those recorded during the month of July 2023. Below are the 10 most visited UNICEF Uganda web pages in August 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 (942) on August 31, 2023, as the graphic below shows.
- Website usage by age and gender
- Website Engagement by New vs. Returning visitors
Audience summary
In the month of August 2023, the website audience statistics demonstrate a notable and positive improvement in most of the audience metrics as compared to those recorded in July 2023.
- With 14,216 users, there was an increase of 667 website users from those recorded in July 2023.
- The Pageviews increased by 231 to 23,449 in August 2023.
- The website’s bounce rate[7] is 63% which is a slight decline from the 61% registered at the end of July 2023.
- The number of sessions increased from 16,365 registeredin July 2023 to 16,767 in August 2023.
- The website’s returning visitors were 15.3% (2,377). These decreased by38 from those recorded in July 2023. New visitors were 13,109. These were 589 more than those in July.
- CONCLUDING NOTES
During the month of July 2023, we observed an increase in content interactions on Facebook. Facebook impressions reached 2,311,999, which represents a notable increase of 33.7% compared to June 2023. Additionally, your Facebook page reach also experienced an increase of 5.63% compared to June 2023. This improvement in reach indicates an increase in the number of unique individuals who saw your Facebook page’s content during the month of July.
Instagram reach and impressions again experienced a significant decrease. Reach decreased by -23.51% reaching 41,367 individuals in July compared to the previous month (June). Similarly, Impressions also saw a slight decline of -0.70%, reaching 161,623. These metrics highlight a downward trend in user engagement and overall visibility on the platform during the month of July.
We observed a continued improvement in your Twitter performance during the month of July. The upward trajectory continued (from previous month) with impressions reaching 1,090,833, marking an increment of +22.48% from previous month. Engagement rose to 34,111, indicatingan increment of +9.49% from June. These figures demonstrate that your content is reaching a wider audience and fostering greater engagement, making it an impressive improvement from the previous month.
We also encourage you to continue boosting content that is timely for example an event, to be able to generate the intended objectives of engaging users at that particular time of happening.
In the month of July, UNICEF Uganda’s website posting activity decreased as no press release or articles or photo essay was published. This reduces the level of engagement with your followers. We continue to encourage you to frequently and consistently update the website with engaging content (multimedia content where possible) to drive more traffic and website ranking in search engines but also keep your users updated on your current engagements. 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.
We noted that no YouTube video was posted in July 2023 which affects the performance of the YouTube channel. 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.
In July 2023, you utilized four media types – photos, videos, stories and links in your Facebook and Instagram. This is commendable. We encourage you to explore with more post types like graphics, as well as cross-posting videos from YouTube. You can explore with YouTube shorts as short form is becoming the most popular video format.
Best Regards,
PATRICIA BUSINGYE busingyepatricia6@gmail.com 0777905704
For and on behalf of Ultimate Multimedia Consult (U) Ltd
[1] Reports categorized as such may connote to content published in a context of improving and addressing the issues concerning both informal and formal education of a child, including early and progressive learning.
[2] Articles in this category may refer to a journalistic report(s) written and presented in the context of the social safety and welfare including the security of children. Such articles include any content that addresses issues which threaten lives of children like physical assault, psychosocial injury and threat.
[3] This is concerned with articles and journalistic content which addresses the health of children in Uganda. It may also entail articles that look at the welfare of pregnant mothers or maternal health in general.
[4] Sentiment is used to measure how messages contained in children-related articles are portrayed in the media in relation to UNICEF’s mission to advocate for the protection of children’s rights, help meet their basic needs and expand their opportunities to reach their full potential Sentiment is normally categorized as positive, neutral or negative.
[5] Minutes viewed: The total number of minutes your video was played or replayed within this post. This metric counts how many minutes of a video were played, instead of the amount of time that passed while the video was playing.
1-Minute video views: The number of times your videos played for at least 1 minute, or for nearly their total length if they’re shorter than 1 minute. During a single instance of a video playing, Meta excludes any time spent replaying the video.
3-second video views: The number of times your videos were played for at least 3 seconds, or for nearly their total length if they’re shorter than 3 seconds, within the selected time range. During a single instance of a video playing, Meta excludes any time spent replaying the video.
Reactions, comments and shares: The number of people who reacted to, commented on or shared one of your videos.
[6] Minutes viewed: The total number of minutes your video was played or replayed within this post. This metric counts how many minutes of a video were played, instead of the amount of time that passed while the video was playing.
1-Minute video views: The number of times your videos played for at least 1 minute, or for nearly their total length if they’re shorter than 1 minute. During a single instance of a video playing, Meta excludes any time spent replaying the video.
3-second video views: The number of times your videos were played for at least 3 seconds, or for nearly their total length if they’re shorter than 3 seconds, within the selected time range. During a single instance of a video playing, Meta excludes any time spent replaying the video.
Reactions, comments and shares: The number of people who reacted to, commented on or shared one of your videos.
[7] The percentage of visitors to a particular website who navigate away from the site after viewing only one page.
