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By Herman Nnyanzi

IN-DEPTH ANALYSIS OF REACH, ENGAGEMENT AND IMPACT OF UNICEF UGANDA ONLINE MESSAGES FOR APRIL 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 May 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 01st June 2023 10:00 PM E.A.T)

ONLINE PUBLICATIONS

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

UNICEF UGANDA WEBSITE POSTING

During the month of May 2023, UNICEF Uganda published one (01) article on the website:

ONLINE ARTICLES MENTIONING UNICEF

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

EDUCATION

  1. https://punchng.com/airtel-promises-improved-access-to-digital-learning/ Airtel promises improved access to digital learning
  2. https://www.marketscreener.com/quote/stock/AIRTEL-AFRICA-PLC-61661826/news/Airtel-Africa-UNICEF-Reaffirm-Commitment-to-Accelerate-Access-to-Digital-Learning-43700189/ Airtel Africa, UNICEF Reaffirm Commitment to Accelerate Access to Digital Learning
  3. https://www.telecompaper.com/news/airtel-africa-unicef-reaffirm-commitment-to-digital-school-education-scheme–1461636  Airtel Africa, UNICEF reaffirm commitment to digital school education scheme
  4. https://independent.ng/airtel-unicef-to-accelerate-access-to-quality-education/ Airtel, UNICEF To Accelerate Access To Quality Education (53 views)
  5. https://www.newtelegraphng.com/airtel-unicef-reaffirm-commitment-to-quality-digital-learning-in-africa/ Airtel, UNICEF Reaffirm Commitment To Quality Digital Learning In Africa
  6. https://brandcrunch.com.ng/2023/05/03/airtel-africa-unicef-to-accelerate-access-to-quality-education-across-africa/ Airtel Africa, UNICEF to Accelerate Access to Quality Education Across Africa
  7. https://reliefweb.int/report/uganda/education-cannot-wait-announces-us41-million-first-emergency-response-grant-uganda-total-ecw-funding-uganda-tops-us76-million Education Cannot Wait Announces US$4.1 Million First Emergency Response Grant in Uganda: Total ECW Funding in Uganda Tops US$76 Million
  8. https://www.bukedde.co.ug/amawulire/136280123/minisitule-yebyenjigiriza-etongozza-enteekate Minisitule y’ebyenjigiriza etongozza enteekateeka y’okusomesa abanoonyi b’obubudamu ( 43 views)
  9. https://www.newvision.co.ug/category/amawulire/minisitule-yebyenjigiriza-etongozza-enteekate-136280123 Minisitule y’ebyenjigiriza etongozza enteekateeka y’okusomesa abanoonyi b’obubudamu (44 views)
  10. https://www.youtube.com/watch?v=rMVwir2redA EDUCATION for REFUGEES ; MINISTER JANET MUSEVENI LAUNCHES RESPONSE PLAN PHASE TWO (54 views, 1like)
  11. https://www.ugandaradionetwork.net/story/govt-calls-for-additional-funds-to-support-refugee-education Gov’t Calls for Additional Funds to Support Refugee Education
  12. https://www.monitor.co.ug/uganda/news/education/janet-seeks-shs1-6-trillion-for-refugee-learners-4246808 Janet seeks Shs1.6 trillion for refugee learners
  13. https://www.youtube.com/watch?v=J51TMZ4KiHw Gov’t embarks on new phase of refugee education response plan (142 views)
  14. https://eagle.co.ug/2023/05/29/ugandas-education-response-plan-to-benefit-over-600000-refugee-learners.html Uganda’s education response plan to benefit over 600,000 refugee learners

IMMUNIZATION / VACCINATION

  1. https://www.unicef.org/supply/stories/transforming-global-access-vaccines Transforming global access to vaccines
  2. https://www.independent.co.ug/africa-needs-to-vaccinate-33-million-children-to-put-progress-back-on-track/ Africa needs to vaccinate 33 million children to put progress back on track
  3. https://reliefweb.int/report/uganda/unicef-uganda-humanitarian-situation-report-no-2-30-april-2023 UNICEF Uganda Humanitarian Situation Report No. 2: 30 April 2023
  4. https://nilepost.co.ug/2023/05/31/yellow-fever-vaccination-to-begin-in-june/ Yellow Fever vaccination to begin in June

CHARITY

  1. https://mazima.ug/humanitarian/airtel-uganda-cares-program-extends-relief-support-to-masulita-childrens-village/  Airtel Uganda Cares Program extends relief support to Masulita Children’s Village
  2. https://www.pmldaily.com/features/celebrity/2023/05/airtel-uganda-donates-assorted-food-household-items-to-masulita-childrens-village.html  Airtel Uganda donates assorted food, household items to Masulita Children’s Village ( 63 views, 3 shares, 4 likes)
  3. https://softpower.ug/airtel-uganda-cares-program-extends-relief-support-to-masulita-childrens-village/  Airtel-Uganda-cares program extends relief support to Masulita childrens village (40 views)
  4. https://nilepost.co.ug/2023/05/13/airtel-uganda-donates-relief-items-worth-shs55m-to-masulita-childrens-village/ Airtel Uganda donates relief items worth Shs55m to Masulita Children’s Village
  5. https://dailyexpress.co.ug/2023/05/16/unicef-calls-for-more-funding-towards-primary-healthcare/ UNICEF calls for more funding towards primary healthcare
  6. https://coufamilytv.co.ug/story/unicef-calls-for-more-funding-for-primary-healthcare UNICEF Calls For More Funding For Primary Healthcare
  7. https://www.pmldaily.com/news/2023/05/stanbic-bank-donates-medical-equipment-worth-ugx-80m-to-kajjansi-health-centre-iv.html Stanbic Bank donates medical equipment worth UGX. 80M to Kajjansi Health Centre IV (596 views, 30 shares, 40 likes, 2 unlikes)

MALNUTRITION

FOOD SECURITY

CHILD MARRIAGES

OTHER MENTIONS

  1. https://www.miragenews.com/global-fund-unaids-pepfar-leaders-decry-ugandas-1015702/ Global Fund, UNAIDS, PEPFAR leaders decry Uganda’s Anti-Homosexuality Act

SOCIAL MEDIA

In this part, we analyze how your major social media platforms performed throughout the month of May 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 Vaccination, Immunization, Relief to the people of Kasese and Kisoro affected by floods, Village Health Teams, and malnutrition, Refugees education response plan, Refugee host communities, among others, and tagged them with the hashtags #investinugchildren, #beststartinlife, #foreverychild, #flooding, #positiveparenting, #sdg4, #mhday2023, #menstruationmatters, #kolibri, #kasese, #kisoro among others.

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

PlatformIMPRESSIONSReachENGAGEMENTLIKES
FACEBOOK    
January4,209,410674,880106,737 
February2,423,103702,25576,365 
March2,918,459644,22442,758 
April2,740,279885,81320,234 
May3,587,251768,04040,843 
Total15,878,5023,675,212286,937164,208
TWITTER    
January548,238–17,0793,571
February646,260–22,6165,890
March939,333–65,53125,160
April802,874–75,80325,912
May798,171 56,00419,745
Total3,734,876 237,03380,278
INSTAGRAM  CommentsLikes
January724,022152,706473,236
February596,200144,984395,871
March439,44096,441391,163
April632,635111,67917851
May648,482114,12815596
Total3,040,779619,93815711,952
YOUTUBE    LikesViews
January21,9142,1610256102
February123,3169,17401553690
March117,25532,64222269764
April51,1565,15219126017
May53,1361,0810032,804
Total366,77750,210348338,377

FACEBOOK – KEY FINDINGS

Facebook Page Impressions

UNICEF Uganda’s Facebook page posts had a total of 3,587,251 impressions[1]; 86,577 were Organic, 3,492,133 were on Boosted posts while 8,541 were Viral impressions[2]. The graphic below shows UNICEF Uganda’s Facebook page impressions per day for the month of May 2023.

Facebook Reach and Impressions Metrics

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

Your Facebook page reach increased by 13.8% from that recorded during the month of April 2023.
Page Engagement in terms of Impressions and Post Clicks

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.

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 25 – 34 years.

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 768,040.  Organic reach was 45,600 while paid reach was 722,440

Total post reach (number of people your posts were served to) was 1,712,715. Organic post reach was 64,892 while paid post reach was 1,647,823.

Your page reached the highest number of people on 7th May 2023 (164,279)

Top Facebook posts by engagement in May 2023

Links to most engaging Facebook posts:

1.    https://www.facebook.com/632885812217842/posts/635254298647660

2.    https://www.facebook.com/150109206447/posts/10159841033326448/

3.    https://www.facebook.com/150109206447/posts/10159837401176448/

4.    https://www.facebook.com/150109206447/posts/10159849402866448/

5.    https://www.facebook.com/632885812217842/posts/632285948944495

6.    https://www.facebook.com/150109206447/posts/10159839257311448/

Loyalty

You got +189 net followers this period. Your net followers are -3.08% from those registered in April 2023.

REACH AND ENGAGEMENT ON TWITTER @UNICEFUganda

Twitter Activity Overview


Publishing behavior (Number of Profile Tweets)

In May 2023, UNICEF Uganda posted 37 tweets. These were five (05) less than those posted during the month of April 2023. The figures below show metrics of the engagement generated from your Twitter posting behavior. The impressions decreased by 0.58%

Twitter Engagement Metrics

Top tweets May 2023

Links to top tweets:

  1. https://twitter.com/UNICEFUganda/status/1653411024886722560
  2. https://twitter.com/UNICEFUganda/status/1653762562264031234
  3. https://twitter.com/UNICEFUganda/status/1654086491180617733
  4. https://twitter.com/UNICEFUganda/status/1656569007829286913
  5. https://twitter.com/UNICEFUganda/status/1654408868674383873

Twitter video activity May 2023

Throughout the month of May 2023, there were no new videos published.

Your other videos earned 30 views in the month of May 2023.

Hashtag performance

The hashtag #InvestInUGChildren performed as seen below;

The hashtag #BestStartInLife performed as seen below;

LINKEDIN PERFORMANCE

CONCLUDING REMARKS & RECOMMENDATIONS

During the month of May 2023, the total Facebook impressions saw a significant increase, reaching 3,587,251, which represents a substantial variation of +30.9% as compared to those of April 2023. Furthermore, your Facebook page reach increased by 13.8% from that recorded during the month of April 2023.

Instagram reach experienced a notable increase of +3.3%, climaxing at 114,128 individuals in May, compared to that in April. 98.1% of this reach was attributed to ads, indicating the effectiveness of your advertising efforts. The number of impressions also witnessed a significant rise, reaching 648,482, marking a robust +12.5% increase compared to April. Your hard work paid off!

In May 2023, your Twitter impressions decreased by 0.58% and engagement by 26%. Your boosted tweets earned 732,236 impressions and 45,680 engagements. Maintain the practice of frequently posting and utilizing Twitter ads so you can achieve even higher reach and engagement.

In May 2023, you did not post any new videos on Twitter. Consistent video content creation and posting on Twitter can enhance follower engagement and reach.

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. 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 busingyepatricia6@gmail.com 0777905704

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

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