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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 OCTOBER 2023

PREPARED BY

BACK TO UNICEF UGANDA DASHBOARD

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 October 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 November 1, 2023, 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 October 2023, UNICEF Uganda published nine (09) articles on the website:

  1. https://www.unicef.org/uganda/stories/rebuilding-lives-after-ebola-kassanda-district Rebuilding Lives After Ebola in Kassanda District
  2. https://www.unicef.org/uganda/stories/onmymind-how-i-deal-mental-health-challenges #Onmymind: How I deal with mental health challenges District (3,316 Views, 2,358 Users, 1.41 Views per user, 0m:21s Average engagement time)
  3. https://www.unicef.org/uganda/stories/ugandan-adolescents-embrace-nutrition-and-physical-activity-improve-their-future Ugandan Adolescents Embrace Nutrition and Physical Activity to Improve Their Future
  4. https://www.unicef.org/uganda/stories/jovia-joles-and-learning-live-again Jovia, Joles and learning to live again (51 Views, 39 Users, 1.31 Views per user, 1m:45s Average engagement time)
  5. https://www.unicef.org/uganda/stories/little-things-making-big-difference-education-emergency-contexts-uganda The little things making a big difference for education in emergency contexts in Uganda
  6. https://www.unicef.org/uganda/stories/tangible-impact-parasocial-workers-western-uganda The tangible impact of parasocial workers in Western Uganda
  7. https://www.unicef.org/uganda/stories/i-am-learning-much-faster-braille-bricks  I am learning much faster with braille bricks
  8. https://www.unicef.org/uganda/stories/teacher-sarah-overcame-her-fears-braille-champion-improved-learning-visually-impaired  Teacher Sarah overcame her fears of braille to champion improved learning for the visually impaired
  9. https://www.unicef.org/uganda/stories/kibumba-goes-beyond-braille-bricks-enhance-learners-experiences  Kibumba goes beyond the braille bricks to enhance learners’ experiences
  1. ONLINE ARTICLES MENTIONING UNICEF

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

PRE-MATURE BABIES

  1. https://www.newvision.co.ug/category/health/one-in-10-babies-worldwide-are-born-early-rep-NV_171973 One in 10 babies worldwide are born early — report (501 Views)
  2. https://www.newvision.co.ug/category/amawulire/abaana-emitwalo-40-bafa-lwa-ndwadde-ezeekuusa-BUK_141525 Abaana emitwalo 40 bafa lwa ndwadde ezeekuusa ku mazzi n’obucaafu (65 Views)
  3. https://www.bukedde.co.ug/amawulire/BUK_141525/abaana-emitwalo-40-bafa-lwa-ndwadde-ezeekuusa Abaana emitwalo 40 bafa lwa ndwadde ezeekuusa ku mazzi n’obucaafu (61 Views)
  4. https://www.ugandaradionetwork.net/story/1-in-10-babies-are-born-preterm-with-complications-report 1 in 10 Babies are Born Preterm, with Complications- Report

REFUGEES

TEACHERS’ DAY

OTHER MENTIONS

  1. https://ugandaradionetwork.net/story/tooro-kingdom-unicef-commit-to-ending-stunted-growth-in-the-region Tooro Kingdom, UNICEF Commit to Ending Stunted Growth in the Region
  2. https://reliefweb.int/report/world/protect-children-all-times-and-all-places-un-envoys-tell-nations Protect children at all times and at all places, UN envoys tell nations
  3. https://www.monitor.co.ug/uganda/news/national/united-nations-job-cuts-rock-uganda-workers-4392084 United Nations job cuts rock Uganda workers
  4. https://www.newvision.co.ug/category/news/latin-america-migration-unacceptable-says-mus-NV_172210 Latin America migration unacceptable, says Museveni
  5. https://reliefweb.int/report/uganda/global-child-nutrition-foundation-global-survey-2019-republic-uganda Global Child Nutrition Foundation Global Survey 2019: Republic of Uganda
  6. https://www.monitor.co.ug/uganda/news/education/joy-as-pupils-of-st-paul-ii-shift-from-tents-to-classrooms-4394328 Joy as pupils of St Paul II  shift from tents to classrooms
  7. https://allafrica.com/view/group/main/main/id/00087263.html Unicef Calls for Increased Investment in Adolescent Girls’ Rights
  8. https://www.independent.co.ug/suruma-suggests-referendum-should-determine-expediture-of-uganda-oil-money/ Suruma suggests referendum should determine expediture of Uganda oil money
  9. https://www.monitor.co.ug/uganda/news/national/govt-school-where-four-classes-share-two-rooms-4402674 Govt school where four classes share two rooms
  • SOCIAL MEDIA

In this part, we analyze how your major social media platforms performed throughout the month of October 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 – September 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 
June1,714,479602,80838,318 
July2,311,999636,74753,032 
August 4,047,8882,328,552     52,784 
September6,071,4482,703,78676,702 
Total30,024,3169,947,105507,773*164,254
X    
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
June890,477–31,1577,117
July1,090,833–34,1118,266
August1,497,642–41,84913,462
September3,559,998–115,31820,865
Total10,773,826 –459,468129,988
INSTAGRAM   Comments Likes
January724,022152,7063,982473,236
February596,200144,98425,817395,871
March439,44096,4413,477391,163
April632,635111,67981017851
May648,482114,12869815596
June162,76854,07944417356
July161,62341,36769412547
August1,429,966849,58386112635
September437,802290,05369513581
Total5,232,9381,855,02037,47821113,836
LinkedInImpressionsReachEngagementLikes
January44,68914,1152,564610
February29,0688,1611,031373
March27,7359,8441,609385
April22,5297,797922259
May18,7347,314819246
June19,0147,338727250
July14,0915,163542136
August20,4438,390870485
September35,33111,5621,814790
TOTAL231,634     79,68410,8983,534
YOUTUBE   comments LikesViews
January21,9142,1610256102
February123,3169,17401553690
March117,25532,64222269764
April51,1565,15219126017
May53,1361,0810032,804
June46,767—0613,690
July69,650—  29,844
August56,96266001125,965
September52,5916,76521075,548
Total523,09750,870575453,580

2.1       FACEBOOK – KEY FINDINGS

  1. Facebook Page Impressions

UNICEF Uganda’s Facebook page posts had a total of 3,000,282 impressions[1]; 122,134 were Organic, 2,865,090 were on Boosted posts while 13,036were Viral impressions[2].

The graphic below shows UNICEF Uganda’s Facebook page impressions per day for the month of October 2023. Monday, October 2023, had the highest impressions of 476,789 boosted, 5,876 organic, and 195 Viral.

b)   Facebook Reach and Impressions Metrics

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

Impression metricsTotals    The total impressions are 3,000,282 representing a variation of   -50.6% compared to   1st – 30th September 2023
Organic Impressions122,134
Non-Organic Impressions2,865,090
Viral Impressions13,036
Users Reached1,416,041
Average Daily Users Reached45,679

Your Facebook page reach decreased by -47.56% from that recorded during the month of September 2023.

  • Viral impressions on Facebook increased by +103%. This means that your content is now reaching a much larger audience, including friends of friends and beyond. It’s evident that more people are engaging with and sharing your posts. (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)

c)   Page Engagement in terms of Impressions and Post Clicks

ImpressionsPost EngagementsClicksPage visitsEngaged Users
3,000,28252,60323,0085,56549,899
  • 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 109 representing a variation of   +41.6% compared to 1st – 30th September 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 1,416,041.

Total post reach (number of people your October posts were served to) was 521,485.

  • Your page reached the highest number of people on Sunday, Monday, October 23, 2023 (411,328).

g)   Top Facebook posts by reach in October 2023

h) Loyalty

During the month of October, your Facebook got +96 net followers. Your net followers are -57.3% from the previous period (September 2023).

2.2       REACH AND ENGAGEMENT ON X @UNICEFUganda

  1. X Activity Overview

b)   Publishing behavior (Number of Posts and Replies)

In October 2023, UNICEF Uganda published 55 posts. These were 10 more than those posted during the month of September 2023.

The figures below show metrics of the engagement generated from your Twitter posting behavior. The total impressions decreased by -66.03% from those registered in the month of September

c)   Twitter Engagement Metrics

Engagement MetricsTotalsThe number of engagements decreased by -71% since last month
Impressions1,214,222
Total engagements33,724
Replies60
Reposts529
Likes11,228
Engagements per follower0The number of Impressions per Tweet decreased by -72% since last month  
Impressions per Follower17
Engagements per Tweet613
Impression per Tweet22,077
  • Top 5 posts October 2023

Links to the top 5 posts:

  1. https://twitter.com/UNICEFUganda/status/1717398382694572449
  2. https://twitter.com/UNICEFUganda/status/1718946602012790925
  3. https://twitter.com/UNICEFUganda/status/1717945116038443375
  4. https://twitter.com/UNICEFUganda/status/1719043315335631320
  5. https://twitter.com/UNICEFUganda/status/1719453191224406314

e)   Twitter video activity October 2023

In October 2023, two (02) new videos were published, marking a slight increase of one (01) compared to the previous month. However, it’s worth noting that the views and minutes viewed were relatively low, totaling just 88 views in total, with viewers spending a combined 34 minutes engaging with the content.

Link to the posted video:

  1. https://twitter.com/UNICEFUganda/status/1716773355297353821
  2. https://twitter.com/UNICEFUganda/status/1712136386042618063

Hashtag performance

The hashtag #InvestInUGChildren performed as seen below;

The hashtag #BestStartInLife performed as seen below;

  • LINKEDIN PERFORMANCE

3.   CONCLUDING REMARKS & RECOMMENDATIONS

  
FacebookFor the month of October 2023, there was a decrease in most Facebook key metrices. The total Facebook impressions, was 3,000,282 during the month of October marking a -50.6% decrease from September 2023. Additionally, your Facebook page reach was 1,416,041, representing a decrease of -47.56% compared to September 2023. This decline in reach indicates a decrease in the number of unique individuals who saw your Facebook page’s content during the month of October
xIn the month of October, you increased your posting frequency by 10 additional posts, totaling 55 posts. However, your X activity experienced a significant decline, with notable changes in key metrics. Impressions dropped sharply from 3,559,998 in September to 1,214,222 in October, representing a substantial 66% decrease. Engagement numbers also decreased significantly, with 115,318 engagements in September compared to 33,724 in October, marking a 71% decrease.   These changes emphasize the need to elevate our boosting strategy for more favorable outcomes in the future. Additionally, two (02) new videos were published. We noted that the views and minutes viewed were relatively low, totaling just 88 views in total, with viewers spending a combined 34 minutes engaging with the content. This also reminds us to continue exploring promoted posts to expand our reach beyond our current followers.
WebsiteDuring the month of October 2023, we noted that you published 10 new articles.   With 30,949 totalPage Views, your website audience statistics show a slight performance increase in most of the audience metrics as compared to those recorded in September 2023 when less content was published.  
InstagramInstagram reach and impressions experienced a decrease compared to the previous month. Reach decreased by -49.69% reaching 145,898 individuals. Similarly, Impressions also saw a decrease of -26.2% with 323,254. However, the total engagement during the month of October were 931 interactions representing a variation of   + 28.8% compared to the month of September.   These numbers represent a decline from last month, calling for consistency in both posting and bosting content on your Instagram Page.
youtubeIn October 2023, you published three (03) new videos and uploaded three (03) unlisted videos on YouTube. These videos garnered an impressive 23,423 views, and amassed a total of 440.2 watch hours. Your efforts attracted 35 new followers. Your most watched video in this month was: (https://www.youtube.com/watch?v=v-H2xs2vcNk First Lady Janet Museveni advises teachers and religious leaders on #TeenagePregnancy) with 63,343 views and 03 likes.
linkedinIn October, you published 33 new posts on LinkedIn which were 17 more than September posts (16). These posts exhibited a remarkable engagement rate of 12.4% resulting in a total engagement count of 5,404. This represented a substantial increase of 191.5% compared to September 2023. Furthermore, the overall reach and impressions for the month also experienced significant growth. The total reach was 16,431, marking a 39.3% increase, while impressions soared to 43,704, reflecting a remarkable growth of 21.7% compared to the previous month of September 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 busingyepatricia6@gmail.com 0777905704

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

[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.

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