IN-DEPTH MONTHLY ANALYSIS REPORT MAY 2024
PREPARED BY
End of Month Analysis Report
- INTRODUCTION
Ultimate Multimedia Consult (UMC) is mandated to present an analysis report every month on the performance of UNICEF Uganda’s social media accounts, UNICEF Uganda’s hashtags as well as the performance of the UNICEF Uganda website. This is the report presenting our findings of the above from 1st to 31st May 2024
- SOCIAL MEDIA PERFORMANCE
In this section, we analyze the performance of UNICEF Uganda’s social media platforms throughout the month of May 2024.
| Platform | IMPRESSIONS | Reach | ENGAGEMENT | LIKES | |
| May | 637,131 | 456,476 | 3,842 | *163,858 | |
| X | |||||
| May | 1,392,704 | – | 45,996 | 5,871 | |
| May | 138,523 | 93,214 | 546 | 434 | |
| May | 42,735 | 15,764 | 5,233 | 823 | |
| YOUTUBE | comments | Likes | Views | ||
| Total | 92,973 | 19,821 | 1 | 1,781 | 136,571 |
Summary: Cumulative Social Media Performance Metrics: Impressions, Reach, Engagement, and Likes: January – May 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 | ||
| May | 637,131 | 456,476 | 3,842 | ||
| Total | 21,084,011 | 9,351,372 | 176,932 | *163,858 | |
| 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 | |
| May | 1,392,704 | – | 45,996 | 5,871 | |
| Total | 11,621,642 | – | 239,549 | 56,267 | |
| 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 | |
| May | 138,523 | 93,214 | 546 | 434 | |
| Total | 3,138,302 | 1,224,787 | 3,920 | 3,239 | |
| 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 | |
| May | 42,735 | 15,764 | 5,233 | 823 | |
| Total | 197,656 | 72,341 | 14,764 | 3,600 | |
| 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 |
| May | 92,973 | 19,821 | 1 | 1,781 | 136,571 |
| Total | 405,439 | 32,338 | 11 | 1,809 | 429,694 |
- UNICEF UGANDA : May 2024 X summary
| Total Followers | Followers increase | Posts published | Impressions | Impressions Per Follower |
| 71,377 | 519 | 89 | 1,392,704 | 20 |
| Engagements | Engagement per Follower | Reposts without comments | Likes | Link Clicks |
| 45,996 | 0.6 | 929 | 5,871 | 44 |
May 2024 top post
- UNICEF UGANDA FACEBOOK PAGE : Facebook Page Fan Increase Statistics
Fans: By the end of May 2024, UNICEF Uganda Facebook page had 163,858 likes, marking a decrease of 70, from those recorded at the end of April 2024.
Followers: By the end of May 2024, UNICEF Uganda had 217,072 followers on Facebook marking an increase of 26 from those obtained in April 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 (21,273) below 25 years interacting with your content than the women (5,861). This marked a decrease in the number of men and women in this age group with numbers reducing by 865 and 216 respectively compared to those obtained in April.
- Publishing behavior
In May 2024, UNICEF Uganda made 24 posts. These were less by 23 compared to those you posted in April 2024. 08 were photos, 09 were graphics, 05 videos, 01 link, 01 reel. You did not send out any status story in May.
- Performance of Facebook video posts
Here we look at the number of times your page’s videos were viewed. In May 2024, UNICEF Uganda Facebook page video views were 19,273 marking a decrease of 85.3% from those that you had in April 2024.
| Video Views | Paid Video Views | Organic Video Views | Auto-played Video Views | Clicked-to-Play Video Views | Video Repeats |
| 19,273 | 18,908 | 365 | 19,185 | 88 | 13 |
From chart 1 above, you obtained 19,273 video views of which 365 were organic and 18,908 were paid views. The number of videos published in May increased however, videos views decreased by 111,982. This is attributed to low boosting efforts as paid views contribute a lot towards video views.
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 May 2024, UNICEF Uganda got 1,646 minutes viewed, where 117 were organic and 1,347 were paid views.
One-minute views
The graph above shows the number of times your videos played for at least 1 minute. In May, you obtained 39 one-minute views.
NOTE: Refer to Footnote[1] 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.
[1] 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.
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 South Sudan made the most Facebook posts in May. UNICEF Uganda came second with 24 posts and then UNICEF Burundi with 22 posts. UNICEF Tanzania posted less with only 09 posts published in May.
Engagement Rate per Post: UNICEF Burundi got the highest engagement rate of 8.9% in May. This shows an improvement for UNICEF Burundi compared to its performance in April. UNICEF Tanzania came second with 3.3% though it’s a huge decline for them as they had the highest (76.3%) in April. UNICEF Uganda maintained third position with only 0.6% which shows a decline in engagement rate for the page. UNICEF Kenya came last with 0.4%.
On new likes per day, UNICEF en RDC got the highest number of interactions followed by UNICEF Burundi. UNICEF Uganda got only 904 interactions placing it in the second last position before UNICEF South Sudan.
On People Talking About This (PTAT), UNICEF en RDC has maintained a good performance as it still obtained the highest PTAT in May. UNICEF Uganda’s performance declined to the fifth position.
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 en RDC maintained strong performance across various metrics. Similarly, UNICEF Burundi saw improvements in these areas. However, UNICEF Uganda and UNICEF Tanzania experienced a decline in page performance compared to April. Specifically, UNICEF Uganda’s page saw decreases in posting activity, interactions, and overall engagement.
Media House Social Media Fan Base Graph
From the graph above, the mentioned top media houses experienced a decrease in the number of Facebook and all maintained a steady increase in X followers in May 2024.
- Hashtag Tracking
Here, we track the monthly performance of your main hashtags on Twitter.
- #BestStartInLife
Original Posts: 11 Reposts: 42 Replies: 2
Top influencers who interacted with #BestStartInLife
- #InvestInUGChildren
Original Posts: 55 Retweets: 399
Top influencers who interacted with #InvestInUGChildren
- YOUTUBE
Between 1st and 31st May 2024, UNICEF Uganda published eleven (11) videos on YouTube.
Key metrics table
| Subscribers | +/- | Videos | Views | Impressions | Likes | Comments | Shares |
| 2,310 | 61 | 11 | 136,571 | 92,973 | 1,781 | 01 | 00 |
Content
YouTube performance experienced a tremendous increase in performance as videos published, channel views and impressions increased. From the 11 videos that were published, your channel obtained 136,571 views making an increase of 129,417 views from those obtained in April 2024. The graph indicates that your channel achieved the highest number of views on May 28, 2024, with 13,800 views. In May, publishing more views and promoting them 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 May 28, 2024, with 1,049 viewers. The channel attained the highest count of New Viewers (those who discovered your channel for the first time) on the same day with 12,393.
Watch time (hours)
In May 2024,watch time (hours) were really increased from 129.5 to 1,436.6 compared to that obtained in April. Your channel obtained the highest watch hours 162.4 on May 18, 2024.
How do viewers find your videos
From the figure above,UNICEF Uganda got 99.7% of its views from viewers who are not subscribed. We also note that you got more traffic from YouTube search at 2.3%. In May, you got 32.9% google search results that linked to your YouTube videos and 11.9% 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.
From the above image, you can tell the most searched topics and possible suggested videos you can create. It shows the 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
Unlike previous months where the top audience was from East Africa, in May 2024, UNICEF Uganda got more of its viewers from India.
Age and gender
Links to the top five videos
- https://www.youtube.com/watch?v=XX6H_-B5nkc&t=7s
- https://www.youtube.com/watch?v=VBW_TEhJ_nM&t=22s
- https://www.youtube.com/watch?v=sHvNoGjNDts
- https://www.youtube.com/watch?v=PhFdXNOQMfo&t=7s
- https://www.youtube.com/watch?v=hS9sGOSTHU0
- 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 eight (08) new articles on your website in the month of May 2024.
- Standard Key Performance Indicators (KPIs)
New Users May 2024
Returning Users May 2024
- ACQUISITION:
User Acquisition: How visitors find and reach your website www.unicef.org/uganda
May 2024 top 10 landing pages on www.unicef.org/uganda
- Site Pages and Pageviews
The UNICEF Uganda website had a total of 14,262 Page Views during the month of May 2024. These decreased by 3,425 from those recorded during the month of April 2024. Below are the 5 most visited UNICEF Uganda web pages in May 2024.
Average number of active users throughout the month
The website recorded its highest count of active users (499) on May 14th 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 a decline in the website metrics in May 2024, as compared to those registered in April 2024.
- You received 10,572 users in May marking a decrease of 1,708 users from those recorded in April.
- The Pageviews decreased by 3,425 to 14,262 in May, from 17,687 in April 2024.
- The average session duration was 3m33s while the average engagement time was 1m 07s.
- The number of sessions decreased from 160,113 registered in April to 13,919 in May 2024.
CONCLUDING NOTES
We commend your efforts in utilizing diverse media formats in your May 2024 posts, which effectively engaged your audience in various ways. However, there was a noticeable decline in key metrics that impacted the overall performance of your social media pages.
Specifically, Facebook, Instagram, and X experienced decreases in reach, engagement, impressions, and fan base growth, particularly on Facebook and Instagram. This decline is primarily attributed to reduced posting activity compared to April. Additionally, boosting efforts in May were limited and focused solely on X and YouTube. LinkedIn and YouTube on the other hand expressed a fairly good performance.
Although the number of articles published on UNICEF Uganda’s website increased from five to eight, website metrics showed a decline, with pageviews dropping from 17,687 to 14,262 in May 2024. To counter this trend and enhance engagement, share links to published articles across your social media platforms and consistently boost content on YouTube, linking back to your website. Additionally, to sustain and elevate engagement, continue incorporating various multimedia formats in your posts.
Your hard work on YouTube paid off! The increased number of videos published resulted in significant performance gains. With eleven videos published, video views surged from 7,154 to 136,571, and watch time reached 1,436.6 hours. Paid ads also contributed to a 500% increase in channel views in May.
To maintain and enhance user engagement, continue using a variety of media formats such as photos, videos, reels, links, graphics, stories, polls, and shorts. Stay current by posting content on trending topics relevant to your work and use the relevant hashtags to attract new visitors to your platforms. Engage with your audience by responding to compliments and relevant comments on your posts, and actively address scam messages to protect your brand and safeguard your audience from fraud.
Best Regards,
……………………………
PATRICIA BUSINGYE busingyepatricia16@gmail.com 0777905704
For and on behalf of Ultimate Multimedia Consult (U) Ltd
