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

PREPARED BY

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 December 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 January 1, 2024, 10:00 PM E.A.T)

1.   ONLINE PUBLICATIONS

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

1. UNICEF UGANDA WEBSITE POSTING

During the month of December 2023, UNICEF Uganda published one (01) press release.

1. https://www.unicef.org/uganda/press-releases/most-vulnerable-most-valuable-placing-child-rights-heart-climate-action From Most Vulnerable to Most Valuable: Placing Child Rights at the Heart of Climate Action

1. ONLINE ARTICLES MENTIONING UNICEF

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

CHILD PROTECTION

1. https://www.ifsw.org/paving-the-way-for-a-safer-and-more-secure-future-for-children-in-uganda/ PAVING THE WAY FOR A SAFER AND MORE SECURE FUTURE FOR CHILDREN IN UGANDA
2. https://www.forbes.com/sites/unicefusa/2023/12/02/how-unicef-fights-to-protect-the-rights-of-children-with-disabilities/?sh=1fcb5181755e How UNICEF Fights To Protect The Rights Of Children With Disabilities
3. https://www.newvision.co.ug/category/news/central-northern-region-top-child-abuse-cases-NV_176433 Central Northern Region top child abuse cases –Report (179 Views)
4. https://developmentdiaries.com/uganda-despite-law-child-trafficking-cases-rise/ Uganda: Despite Law, Child Trafficking Cases Rise
5. https://www.newvision.co.ug/category/news/hiv-unicef-calls-for-urgent-govt-action-to-pr-NV_176236 HIV: UNICEF calls for urgent govt action to protect girls (281 Views)

MALNUTRITION

• https://www.ntv.co.ug/ug/news/national/kasese-tops-uganda-in-child-stunted-growth-4450876 Kasese tops Uganda in child stunted growth (266 Views, 1 like)

• https://www.youtube.com/watch?v=MQNTywWGGkY  Kasese tops Uganda in child stunted growth (266 Views, 1 like)
• https://www.medicalnewstoday.com/articles/why-are-cases-of-hiv-infections-on-the-rise-among-girls Why are cases of HIV infections on the rise among girls?
• https://www.middleeastmonitor.com/20231225-2023-to-go-down-as-one-of-the-most-difficult-years-for-children-worldwide-unicef/ 2023 to go down as ‘one of the most difficult’ years for children worldwide: UNICEF
• https://www.dailysabah.com/world/2023-one-of-most-difficult-years-for-children-worldwide-unicef/news 2023 ‘one of most difficult’ years for children worldwide: UNICEF

OTHER

1. https://ankoletimes.co.ug/news/a-two-month-project-worth-sh-128m-kicks-off-in-obongi-district/ Two-Month Project Worth Sh 128M Kicks Off in Obongi District
2. https://www.catholicregister.org/home/international/item/36216-church-fights-uganda-s-child-marriage-plague Church fights Uganda’s child marriage ‘plague’
3. https://www.independent.co.ug/africa-cdc-who-plan-to-tackle-disease-burden/ Africa CDC, WHO plan to tackle disease burden
4. https://www.newvision.co.ug/category/news/from-scarcity-to-resilience-a-tale-of-hope-in-NV_176567 From scarcity to resilience a tale hope in Kassanda District (124 Views)
5. https://www.france24.com/en/live-news/20231212-campaigners-losing-trust-in-cop-says-leading-activist Campaigners ‘losing trust in COP’, says leading activist
6. https://www.independent.co.ug/ethiopian-govt-unicef-ink-accord-to-foster-strategic-refugee-response-collaboration/ Ethiopian gov’t, UNICEF ink accord to foster strategic refugee response collaboration

1. https://www.forbes.com/sites/unicefusa/2023/12/18/closing-the-health-inequity-gap-by-investing-in-data-and technology/?sh=6cefd7bce9f0 Closing The Health Inequity Gap By Investing In Data And Technology
2. https://www.newvision.co.ug/category/family/unicef-seeks-14b-to-help-45-million-children-NV_177182 UNICEF seeks $1.4b to help 45 million children at risk of poor health in Africa (2.79k Views)

1. https://www.thenewhumanitarian.org/investigations/2023/12/15/exclusive-investigation-wfp-food-aid-revamp-gone-wrong-refugees-uganda EXCLUSIVE: How a WFP food aid revamp has gone wrong for refugees in Uganda

• SOCIAL MEDIA  

In this part, we analyze how your major social media platforms performed throughout the month of December 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 Breastfeeding, water, Immunization, Child play, Youth Day, among others, and tagged them with the hashtags #investinugchildren, #foreverychild, #climateaction, #acs2023, #beststartinlife, #earlymomentsmatter, #acs23, #africaclimatesummit23, #everychild, #sdg4, #africaclimatesummit, #climatechange among others.

Summary: Cumulative Social Media Performance Metrics: Impressions, Reach, Engagement, and Likes (January – December 2023)

Platform	IMPRESSIONS	Reach	ENGAGEMENT	LIKES
FACEBOOK
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
August	4,047,888	2,328,552	52,784
September	6,071,448	2,703,786	76,702
October	3,000,282	1,416,041	52,603
November	4,658,112	1,583,017	80,197
December	1,516,837	1,023,658	64,792
Total	39,199,547	13,969,804	705,490	*164,112
X
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
August	1,497,642	–	41,849	13,462
September	3,559,998	–	115,318	20,865
October	1,214,222	–	33,724	11,228
November	2,277,753	–	86,094	25,067
December	1,892,396	–	24,940	5,531
Total	16,158,197	–	604,226	171,814
INSTAGRAM				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
August	1,429,966	849,583	861	12	635
September	437,802	290,053	695	13	581
October	323,254	145,898	931	14	829
November	803,337	263,153	772	16	670
December	242,484	158,654	414	02	370
Total	6,602,013	2,422,725	39,595	243	15,705
LinkedIn	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
August	20,443	8,390	870	485
September	35,331	11,562	1,814	790
October	43,704	16,431	5,404	923
November	37,177	14,835	2,878	838
December	27,944	9,269	1,759	602
TOTAL	340,459	120,219	20,939	5,897
YOUTUBE			comments	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	4,058	0	6	13,690
July	69,650	—			29,844
August	56,962	660	0	11	25,965
September	52,591	6,765	2	10	75,548
October	54,046	1,909	2	4	23,425
November	58,451	321	0	01	10,452
December	54,947	5,314	0	4	17,146
Total	690,541	69,237	7	84	534,447

2.1       FACEBOOK – KEY FINDINGS

1. Facebook Page Impressions

UNICEF Uganda’s Facebook page posts had a total of 1,516,837 impressions^[1]; 53,090 were Organic, 1,455,202 were on Boosted posts while 8,545 were Viral impressions^[2].

The graphic below shows UNICEF Uganda’s Facebook page impressions per day for the month of December 2023. Friday, December 29, 2023, had the highest impressions of 206,880 boosted, 1,831 organic, and 429 Viral.

b)   Facebook Reach and Impressions Metrics

Below is a breakdown of the December 2023 reach and impression metrics

Impression metrics	Totals	The total impressions are 1,516,837 representing a variation of   -67.4% compared to   Nov 1, 2023 – Nov 30, 2023
Organic Impressions	53,090
Non-Organic Impressions	1,455,202
Viral Impressions	8,545
Users Reached	1,023,806
Average Daily Users Reached	33,026

Your Facebook page reach decreased by 35.35% from that recorded during the month of November 2023.

c)   Page Engagement in terms of Impressions and Post Clicks

Impressions	Post Engagements	Engagement rate per impression	Clicks	Page visits	Engaged Users
1,516,837	64,917	122.3%	37,807	4,114	58,464

• Page Visits

These are the number of times users view your Facebook page. It includes the total count of visits to your page, regardless of whether the user interacts with the content or not. You got the highest visits on Wednesday 29^th December 2023 (374)

• 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.

• The brand awareness score is 70 representing a variation of -31.4% compared to Nov 1, 2023 – Nov 30, 2023

• Audience Reach and Engagement demographics People reached

 As shown in the above graphic, majority of the users engaging with UNICEF Uganda’s Facebook content were males between the ages 25 – 34 years

 

f)    Total reach and post reach

The total page 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 1,023,806

Total post reach (number of people your December posts were served to) was 521,125.

• Your page reached the highest number of people on December 29, 2023 (203,259).

g)   Top Facebook posts by reach in December 2023

    

h)   Top Facebook posts by engagement in December 2023

i)    Loyalty

During the month of December, your Facebook got +47 net followers. Your net followers are 81.81% from the previous period (November 2023).

2.2       REACH AND ENGAGEMENT ON X @UNICEFUganda

1. X Activity Overview

b)   Publishing behavior (Number of Posts and Replies)

In December 2023, UNICEF Uganda published 27 posts. These were 10 less than those posted during the month of November 2023.

The figures below show metrics of the engagement generated from your X posting behavior. The total impressions decreased by 16.92% from those registered in the month of November. 

c)   Twitter Engagement Metrics

Engagement Metrics	Totals	The number of engagements decreased by 70.96% since last month
Impressions	1,892,396
Total engagements	24,940
Replies	61
Reposts	239
Likes	5,531
Engagements per follower	0	The number of Impressions per post increased by 13.82% since last month
Impressions per Follower	27
Engagements per post	923
Impression per post	70,008

• Top posts December 2023

Links to the top posts:

1. https://twitter.com/UNICEFUganda/status/1739905264986300448
2. https://twitter.com/UNICEFUganda/status/1740311481705541774

e)   Twitter video activity December 2023

In December 2023, two (02) new videos were published, marking an increase of one (01) compared to the previous month. These altogether had 43.1K views in total, with viewers spending a combined 9.1K minutes engaging with the content. On average, your viewers watched 295 minutes per day!

Links to the posted videos:

1. https://twitter.com/UNICEFUganda/status/1738871239521788011
2. https://twitter.com/UNICEFUganda/status/1733011112008794427

Hashtag performance

The hashtag #InvestInUGChildren performed as seen below;

The hashtag #BestStartInLife performed as seen below;

• LINKEDIN PERFORMANCE

3.   CONCLUDING REMARKS & RECOMMENDATIONS

Facebook	The month of Decembers 2023, saw a slight decline in most Facebook key metrics. The total Facebook impressions was 1,516,837 during the month of December marking a -67.4% decrease from November 2023. Additionally, your Facebook page reach was 1,023,806 representing a decrease of 35.35% compared to November 2023.
x	In the month of December, your posting frequency reduced by 10 posts, with 27 posts published. It’s worth noting that your X activity experienced a slight decline in key metrics. Impressions decreased from 2,277,753 in November to 1,892,396 in December, representing a 16.92% decrease. Engagement numbers also decreased, with 86,094 engagements in November compared to 24,940 in December, marking a 70.89% decrease. Two (02) new videos were published. We noted that the views and minutes viewed were higher than last month when 01 video was published, these garnered 43.1K views in total, with viewers spending a combined 9.1K minutes engaging with the content. On average, viewers watched 295 minutes per day!
Website	During the month of December 2023, we noted that you published only one Press release.   With 9,703 totalPage Views, there was a significant decline in most website audience metrics as compared to those recorded in November 2023.
Instagram	There was a general improvement in your Instagram activity with the exception of engagement. Instagram reach and impressions increased compared to the previous month. Reach increased by 180% and Impressions by 149%. Engagement dropped by 19.8%.
YouTube	In December 2023, you published eight (08) new videos less by seven (07) from last month These videos garnered just 18,407 views, and got a total of 503.4 watch hours. Your efforts attracted 41 new followers.
LinkedIn	For the second consecutive month, LinkedIn performance witnessed a decline in most key metrics throughout December 2023. The total number of published posts in December were 16 representing a variation of -20% compared to   November 2023. The total engagement were 1,956 interactions representing a decrease of -42% compared to the month of November, 2023 Furthermore, the overall reach and impressions for the month also experienced a slight decline. The total reached users are 9,705 representing a decrease of   -34.1% while impressions reduced to 31,839, representing a variation of -26.3% compared to the previous month of November 2023.

We continue to 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 continue utilizing:

• 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. YouTube Posts are also 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 busingyepatricia16@gmail.com 0777905704

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

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^[1] Number of times a post from your page is displayed to users on a particular platform, whether it is clicked on or not

^[2] Viral impressions refer to the number of times a post from your Facebook Page was displayed in someone’s News Feed or on their Timeline as a result of someone else sharing or interacting with your post.