IN-DEPTH MONTHLY ANALYSIS REPORT MARCH 2024
PREPARED BY
Executive Summary
We recorded 1,044 articles containing children-related issues in Uganda that were published online in March 2024. This is an increase of 38 articles from those published in the month of February 2024.
Of the 1,044 articles published in March 2024, 261 were published under keeping children alive[1], 307 under keeping children safe[2] and 479 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 1,044 articles published online during the month of March 2024 on children-related issues, 31 articles mentioned UNICEF, an increase of 23 from those registered in February 2024.
Among UNICEF comparators, the Ministry of Education and Sports (MoES), was the most mentioned with 125 followed by the Ministry of Health (MOH) in 53, Rotary International and UNFPA in 10 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 31st March 2024
- ONLINE PUBLICATIONS
A total of 1,044 articles on children-related issues were published by online publications in March 2024, marking an increase of 38 articles from those recorded for the month of March 2024.
The graph below shows the number of child-related articles published by websites in March 2024
With 164 and 136 articles, the Daily Monitor and NTV Uganda websites respectively, published the most articles on children-related issues, followed by the New Vision with 94 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 March 2024 as shown in the table below:
- ARTICLE CATEGORIES
Articles under the category of Keeping children Learning were the most reported totaling to 476, followed by Keeping children Safe were with 307, Keeping Children Alive were the least with 261. The distribution of articles per category is illustrated below:
- SENTIMENT OF THE ARTICLES PUBLISHED
The majority (511) of the children-related articles published online in March 2024 had a positive sentiment[4].
Out of the 328 children-related articles recorded as having negative sentiment in the month of March 2024, three (03) mentioned UNICEF. Below are articles with negative sentiments that mention UNICEF:
- 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://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
- UNICEF MENTIONS
Out of the 1,044 children-related articles we recorded that were published online in March 2024, 31 articles mentioned UNICEF, marking an increase of 23 from those registered in February 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 March 2024.
Other comparators mentioned include;
s
| 4 | USAID | |
| 3 | 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 March 2024.
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 | ||
| March | 4,327,760 | 2,010,000 | 15,375 | ||
| Total | 13,951,624 | 6,662,417 | 131,579 | *163,996 | |
| 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 | |
| Total | 5,602,938 | – | 159,796 | 35,908 | |
| January | 419,860 | 182,681 | 607 | 511 | |
| February | 691,800 | 241,653 | 932 | 695 | |
| March | 714,199 | 244,642 | 934 | 776 | |
| Total | 1,825,859 | 668,976 | 2,473 | 1,982 | |
| January | 43,942 | 14,850 | 2,262 | 721 | |
| February | 30,194 | 10,163 | 1,457 | 644 | |
| March | 37,039 | 15,189 | 3,213 | 671 | |
| Total | 111,175 | 40,202 | 6,932 | 2,036 | |
| 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 |
| Total | 239,084 | 10,813 | 9 | 23 | 285,969 |
| Total Followers | Followers increase | Posts published | Impressions | Impressions Per Follower |
| 71,243 | 486 | 37 | 1,729,191 | 24 |
| Engagements | Engagement per Follower | Reposts without comments | Likes | Link Clicks |
| 52,850 | 0.7 | 562 | 7,361 | 88 |
- March 2024 X summary
- March 2024 Top post Activity
- UNICEF UGANDA FACEBOOK PAGE
- Facebook Page Fan Increase Statistics
Fans: By the end of March 2024, UNICEF Uganda Facebook page had 163,996 likes, marking a decrease of 32, from those recorded at the end of February 2024.
Followers: By the end of March 2024, UNICEF Uganda had 216,678 followers on Facebook marking an increase of 293 from those obtained in February 2024.
- Location of Facebook Page fans (Top 10 cities, countries)
UNICEF Uganda got more fans for their Facebook page from Uganda.
- 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 25 years of age.
UNICEF Uganda had more men (22,751) below 25 years interacting with your content than the women (6,284). This marked a decrease in the number of men and women in this age group with numbers reducing by 931 and 208 respectively compared to those obtained in February.
- Publishing behavior
In March 2024, UNICEF Uganda made 22 posts. These were less by 04 compared tothose you posted in February 2024. 13 were photos, 02 were graphics, 03 videos, 02 reels, 01 link and 01 poll.
- Performance of Facebook video posts
Here we look at the number of times your page’s videos were viewed. In March 2024, UNICEF Uganda Facebook page video views were 67,129 marking an increase of 29,472.2% from those that you had in February 2024.
| Video Views | Paid Video Views | Organic Video Views | Auto-played Video Views | Clicked-to-Play Video Views | Video Repeats |
| 67,129 | 66,392 | 737 | 66,795 | 334 | 63 |
From chart 1 above, you obtained 67,129 video views of which 737 were organic and 66,392 were paid views. In March 2024, you posted more videos (03) and reels (02) compared to the previous month (February) which increased the number of video views.
From chart 2, 334 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 March 2024, UNICEF Uganda got 9,361 minutes viewed, where 239 were organic and 9,122 were paid views.
One-minute views
The graph above shows the number of times your videos played for at least 1 minute. This metric is based on how many minutes of a video were played, instead of the amount of time that passed while the video was playing.
NOTE: Refer to Footnote[5] 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
Links to top videos
- https://www.facebook.com/unicefuganda/videos/926013415826414/
- https://www.facebook.com/unicefuganda/videos/608907501419224/
- https://www.facebook.com/unicefuganda/videos/2740875826067671/
- https://www.facebook.com/unicefuganda/videos/932594798367298/
- https://www.facebook.com/unicefuganda/videos/472391128324863/
- 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 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 March. UNICEF Uganda ranks second in terms of the total number of posts published, though they are less by four (04) compared to those published last month.
Engagement Rate per Post: Surprisingly, UNICEF Burundi got the highest engagement rate of 12.9% in the month of March. This metric has continued to decline for UNICEF Uganda as you ranked fourth with 3.5%. This shows that engagement you’re your content is slightly declining which affects your Talking About This (PTAT) and overall page performance. UNICEF Rwanda and UNICEF Kenya came last with 0.2%.
On new likes per day, UNICEF en RDC had the highest number of interactions followed by UNICEF Burundi whose performance has also greatly improved. UNICEF Uganda ranked third. Your page interactions have also continued to experience a decrease even in March.
On People Talking About This (PTAT), UNICEF en RDC has maintained a goodperformance as it obtained the highest PTAT in March compared to other pages being analysed. UNICEF Uganda’s performance did not improve as it ranked sixth in PTAT. This shows a decrease in active engagement, conversation among your users including mentioning and tagging your page.
In summary, UNICEF Uganda’s page performance slightly declined compared to other regional UNICEFs in the month of March. You need to strive to ensure that you maintain your users engaged with different content so that they keep up a high engagement rate and interaction. This in turn will grow your PTAT. The more people engage with your content, the more activity on your page which boosts page performance.
- Media House Social Media Fan Base Graph
From the graph above, the mentioned top media houses experienced a decrease in the number of Facebook likes except for Urban TV and Vision Group which didn’t experience any variation. All the selected media houses maintained a steady increase in X followers in March 2024.
- Hashtag Tracking
Here, we track the monthly performance of your main hashtags on X.
- #BestStartInLife
Original Posts: 09 Reposts: 12
Top influencers who interacted with #BestStartInLife
- #InvestInUGChildren
Original Posts: 58 Retweets: 315
Top influencers who interacted with #InvestInUGChildren
- YOUTUBE
Between 1st and 31st March 2024, UNICEF Uganda published two (02) videos on YouTube.
a. Key metrics table
| Subscribers | +/- | Videos | Views | Impressions | Likes | Comments | Shares |
| 2,204 | 56 | 02 | 186,963 | 90,008 | 04 | 07 | 00 |
- Content
YouTube performance continued to increase as the channel received more views than usual. The graph indicates that your channel achieved the highest number of views on March 11, 2024, with 13,228 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 March 11, 2024, with 329 viewers. Additionally, the channel attained the highest count of New Viewers (those who discovered your channel for the first time) on the same day, March 11, 2024, with 12,185.
- Watch time (hours)
In March 2024, your channel continued to experience a significant increase in performance. You uploaded two (02) videos, marking a decrease of 3 videos published compared to those published in February 2024. Your channel views increased from 87,289 views to 186,963 views marking an increase of 99,674 views from February. Impressions also increased from 83,420 to 90,008. Watch time (hours) also increased from 2,390.6 to 6,302.0 in March.
- How do viewers find your videos
From the figure above,UNICEF Uganda got 95% of its views from YouTube advertising of which 100% of the viewers are not subscribed. We also note that you have a growing audience from Google search and YouTube search. In March, you got 43.6% google search results that linked to your YouTube videos. This shows that you are optimizing your content well so that it appears among search results when users search for topics with the keywords you utilize. From YouTube search, early childhood education was the most searched video content which attracted 3.2% traffic for your channel.
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
The summary graphic below shows the top countries where you got more engagement from. UNICEF Uganda got more of its viewers from Argentina. This shows how the audience is growing and to which parts of the world. Surprisingly, Uganda isn’t part of the top countries. This can guide you on whether your content is reaching the targeted people or not.
- Age and gender
UNICEF Uganda got more views from females at 51%. Females were 48%. Most of your viewers are between the age of 25-34 years (926 viewers).
Viewers below 25 years of age were 489 viewers.
- Top five performing videos
Links to the top five videos
- https://www.youtube.com/watch?v=nMuANtnldts
- https://www.youtube.com/watch?v=4sddplIo8Uo
- https://www.youtube.com/watch?v=p_VcDUble7M
- https://www.youtube.com/watch?v=hS9sGOSTHU0
- https://www.youtube.com/watch?v=ZLAbQHcANhc
- 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 two (02) new articles on your website in the month of March 2024.
- Standard Key Performance Indicators (KPIs)
New Users March 2024
Returning Users March 2024
- ACQUISITION:
User Acquisition: How visitors find and reach your website www.unicef.org/uganda
- March 2024 top 10 landing pages on www.unicef.org/uganda
- Site Pages and Pageviews
The UNICEF Uganda website had a total of 20,909 Page Views during the month of March 2024. These increased by 2,478 from those recorded during the month of February 2024. Below are the 5 most visited UNICEF Uganda web pages in March 2024.
Average number of active users throughout the month
The website recorded its highest count of active users (564) on March 05th 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 general improvement in most of the website metrics in March 2024, as compared to those registered in February 2024.
- With 12,076 users, there was an increase of 1,660 website users from those recorded in February 2024.
- The Pageviews increased by 2,478 to 20,909 in March, from 18,431 in February 2024.
- The average session duration was 3m21s.
- The average engagement time was 1m 32s as compared to 1m 31s in February 2024
- The number of sessions increased from 14,159 registered in February to 16,099 in March 2024.
CONCLUDING NOTES
There has been continuous improvement in the activity and key metrics of some of your social media platforms in the month of March 2024.
Instagram experienced an increase in reach, engagement and impressions. This is attributed to the different content formats you utilized mainly carousels and reels which attracted more insights for the page.
Facebook performance experienced a decline in page likes, reach, impressions and engagement. This shows that there’s a decline in users’ interaction with your content on UNICEF Uganda page.
X platform maintained a steady increase in the number of followers and metrics. We commend you for utilizing your hashtags mainly #InvestInUGChildren in your posting, which increased usage with your users and also gave room for your posts to reach over 1,271,088 people.
With Two (02) articles published on UNICEF Uganda’s website, page views and users increased to 20,909 and 12,076 respectively. 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 performance continued to improve including the number of subscribers, though posting activity reduced with only two (02) videos published. We noticed you shared links of your videos on your social media platforms which greatly contributed to an increase in the number of video views to 186,963. We continue to emphasize the use of relevant and possible keywords in video descriptions as this will enable your content to appear among the topgoogle search results.
Continuesharing links to your videos in your different network to improve interactions and views, create compelling thumbnails that will attract your audience to click.
We commend you for utilizing different media formats, mainly photos, videos, reels, links, graphics, stories, polls, which kept your users engaged in the different trending ways. Keep it up! Posting content on trending topics like WASH greatly attracted new page visits for your platforms, and boosting your content elevated the performance of the different platforms.
We also appreciate your response to the scam messages that were all over social media about your brand. We encourage timely response to such scams which can damage your brand.
Keep up the use of relevant keywords, tags and hashtags as they allow discoverability of your page, timely posting especially when you have an activity or even engage some influencers to have timely reporting on your social media platforms, engage with your users, respond to questions, comments to keep bonds with your audience. Check out your top performing and see what resonates well with your audience.
Best Regards,
……………………………
PATRICIA BUSINGYE busingyepatricia16@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.
