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By Benard Kakuru
Reach And Engagement Report February 2023

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

PREPARED BY

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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 February 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 02 March 2023 5:00 PM E.A.T)

1.   ONLINE PUBLICATIONS

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

  1. UNICEF UGANDA WEBSITE POSTING

During the month of February 2023, UNICEF Uganda published six (06) articles on the website:

  1. ONLINE ARTICLES MENTIONING UNICEF

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

HIV/AIDS

  1. https://eagle.co.ug/2023/02/01/uganda-11-african-health-ministers-unite-to-end-aids-in-children.html Uganda, 11 African Health Ministers unite to end AIDS in Children
  2. https://healthpolicy-watch.news/african-leaders-vow-to-end-aids-in-children-by-2030/  African Leaders Vow to End AIDS in Children by 2030
  3. https://www.who.int/news/item/01-02-2023-african-leaders-unite-in-pledge-to-end-aids-in-children African leaders unite in pledge to end AIDS in children
  4. https://www.newzimbabwe.com/african-leaders-urged-to-renew-commitment-to-ending-aids-in-children-by-2030/ African leaders urged to renew commitment to ending AIDS in children by 2030
  5. https://www.kenyanews.go.ke/african-countries-unite-to-curb-hiv-aids-among-children-by-2030/ African Countries Unite To Curb HIV/AIDS Among Children By 2030
  6. https://menafn.com/1105546704/African-Leaders-Unite-In-Pledge-To-End-AIDS-In-Children African Leaders Unite In Pledge To End AIDS In Children

FEMALE GENITAL MUTILATION

  1. https://www.lavanguardia.com/vida/20230206/8735986/aecid-colabora-programa-internacional-mutilacion-genital-femenina.html The Aecid collaborates in an international program against female genital mutilation
  2. https://lavocedinewyork.com/onu/2023/02/06/mutilazioni-genitali-femminili-lonu-con-litalia-per-zero-mgf-entro-2030/ Female genital mutilation: the UN with Italy for “zero FGM” by 2030
  3. https://unric.org/da/den-internationale-dag-for-nultolerance-overfor-kvindelig-omskaering/ The International Day of Zero Tolerance for Female Genital Mutilation (112 Views)
  4. https://worldtimetodays.com/the-world-needs-to-stop-female-genital-mutilation/ The world needs to stop female genital mutilation

MATERNAL MORTALITY

  1. https://www.newvision.co.ug/category/health/one-woman-dies-every-2-mins-in-pregnancy-chil-154465 One woman dies every 2 mins in pregnancy, childbirth: UN (134 Views)
  2. https://mazima.ug/health/every-two-minutes-a-woman-dies-during-pregnancy-or-childbirth-who-report/ Every Two Minutes, A Woman Dies During Pregnancy or Childbirth -WHO Report
  3. https://businessfocus.co.ug/every-two-minutes-a-woman-dies-during-pregnancy-or-childbirth-report/ Every Two Minutes, A Woman Dies During Pregnancy or Childbirth -Report

MALNUTRITION

  1. https://businessfocus.co.ug/health-ministry-targets-reduced-stunting-among-children-by-2025/ Health Ministry Targets Reduced Stunting Among Children By 2025
  2. https://www.independent.co.ug/dr-oyaka-lets-ensure-food-supplements-are-delivered-to-west-nile-kids-to-save-them-from-malnutrition/ Dr Oyaka: Let’s ensure food supplements are delivered to West Nile kids to save them from malnutrition (1 comment)

EDUCATION

  1. https://news.ok.ubc.ca/2023/02/05/the-boy-who-carried-books-part-i/ The Boy Who Carried Books: Part I
  2. https://www.aceprensa.com/educacion/ensenanza/buenas-practicas-para-mejorar-la-educacion-en-las-regiones-pobres/ Good practices to improve education in poor regions
  3. https://nilepost.co.ug/2023/02/11/rose-academies-ngo-gives-new-lease-of-life-to-marginalised-girls-through-education/ Rose Academies: NGO gives new lease of life to marginalised girls through education
  4. https://www.independent.co.ug/educating-the-worlds-children-of-conflict/ Educating the world’s children of conflict
  5. https://www.newvision.co.ug/category/news/p7-leavers-prepared-for-transition-to-seconda-154093 P7 leavers prepared for transition to secondary school (1,000 views )
  6. https://www.newvision.co.ug/category/news/why-schools-should-prioritize-counselling-154095 Why schools should prioritize counseling (459 views)
  7. https://www.newvision.co.ug/category/news/first-lady-endorses-second-phase-of-education-154420/first-lady-endorses-second-phase-of-education-154420 First Lady endorses second phase of education response plan for refugees (726 Views)

OTHER MENTIONS

  • SOCIAL MEDIA

In this part, we analyze how your major social media platforms performed throughout the month of February 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 ending Female Genital Mutilation (FGM), children with special needs, Karamoja region and ending violence, among others, and tagged them with the hashtags #InvestInUGChildren, #EndFGM, #MenEndFGM, #EndViolence, #BestStartInLife, and #KaramojaRegion among others.

2.1       FACEBOOK – KEY FINDINGS

  1. Facebook Page Impressions

UNICEF Uganda’s Facebook page posts had a total of 2,423,103 impressions[1]; 81,249 were organic while 2,341,854 were on boosted posts. The graphic below shows UNICEF Uganda’s Facebook page impressions per day for the month of February 2023.

b)   Facebook Reach and Impressions Metrics

Below is a breakdown of the February 2023 reach and impressions metrics

Impression metricsTotals  Total Impressions increased by   42.4% since last month
Organic Impressions81,249
Non Organic Impressions2,341,854
Total Impressions2,423,103
Users Reached644,224
Average Daily Users Reached23,008

Your Facebook page reach decreased by 27.3% from that recorded during the month of January 2023.

c)   Page Engagement in terms of Impressions and Post Clicks

ImpressionsPost EngagementsClicksPage visitsEngaged Users
2,423,10350,86425,5012,84738,409
  • Audience Reach and Engagement demographics People reached

The statistics above show the demographics of people reached by content posted by UNICEF Uganda’s Facebook page. Most of the people reached were males aged 25 – 34 in Uganda. Below are the user engagement demographics.

As shown in the above graphic, majority of the users engaging with UNICEF Uganda’s Facebook content were males between the ages 18 – 24 years.

e)   Total reach and post reach

The total 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 644,224.  Organic reach was 18,582 while paid reach was 625,642.

Total post reach (number of people your posts were served to) was 639,393. Organic post reach was 13,751 while paid post reach was 625,642. Your posts reached the highest number of people on 4th February 2023.

f)    Top Facebook posts by reach and engagement in February 2023

 g)   Themes by Engagement

Below are the links you posted about in the month of February 2023

h)   Facebook Stories Insights

During the month of February 2023, you posted six (06) Facebook stories.

2.2       REACH AND ENGAGEMENT ON TWITTER @UNICEFUganda

a)   Publishing behavior (Number of Profile Tweets)

In February 2023, UNICEF Uganda posted 60 tweets. These were 43 more than those posted during the month of January 2023. The figures below show metrics of the engagement generated from your Twitter posting behavior. The impressions increased by 17.9%.

  • Twitter Activity Overview

c)   Twitter Engagement Metrics

Engagement MetricsTotalsThe number of engagements increased by 32.4% since last month
Total engagements22,616
Replies129
Retweets622
Likes5,890
Engagements per follower0.4The number of Impressions per Tweet increased by 67% since last month
Impressions per Follower10.1
Engagements per Tweet377
Impression per Tweet10,771
  • Top tweets February 2023

e)   Twitter video activity February 2023

You did not publish any new videos to Twitter in February 2023.  Your videos earned 83 views with 33 minutes of watch time during this period.

Your Twitter videos were watched to completion 14 times.

  • Hashtag performance

The hashtag #InvestInUGChildren performed as seen below;

The hashtag #BestStartInLife performed as seen below;

  • LINKEDIN PERFORMANCE

3.   CONCLUDING REMARKS & RECOMMENDATIONS

During the month of February 2023, your Twitter impressions increased by 17.9% and engagement by 32.4%. Your boosted tweets earned 567,004 impressions and 16,859 engagements. Maintain the practice of frequently posting and utilizing Twitter ads so you can achieve even higher reach and engagement.

In February 2023, you did not post any videos to Twitter which resulted in less video views, watch time and engagements. With more videos, you will achieve more organic views and engagement.

We 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 utilize:

  • 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. Posts are 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,

……………………………

ENID KEREN NABUMATI knabumati@gmail.com 0789288289

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

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

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