IN-DEPTH ANALYSIS OF REACH, ENGAGEMENT AND IMPACT OF UNICEF UGANDA ONLINE MESSAGES FOR NOVEMBER 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 November 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 December 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 November 2023, UNICEF Uganda published eight (08) pieces of content, including four (04) articles and four (04) reports on the website:

https://www.unicef.org/uganda/stories/kayunga-districts-triumph-over-cholera-within-its-borders Kayunga District’s triumph over Cholera within its borders

https://www.unicef.org/uganda/stories/rescuing-dreams-amid-cholera-outbreak-buduma-primary-school-namayingo-district Rescuing dreams amid a cholera outbreak in Buduma Primary School, Namayingo Districthttps://www.unicef.org/uganda/stories/empoweru-cash-transforms-lives-lamwo-districts-agoro-hills  EmpowerU Cash+ transforms lives in Lamwo District’s agoro hillshttps://www.unicef.org/uganda/stories/marcyline-finds-hope-through-spotlight-initiative  Marcyline finds hope through the Spotlight Initiativehttps://www.unicef.org/uganda/reports/social-assistance-targeting-uganda  Social assistance targeting in Ugandahttps://www.unicef.org/uganda/reports/socio-economic-impact-ebola-virus-disease-outbreak-household-welfare  Socio-economic impact of the Ebola virus disease outbreak on household welfarehttps://www.unicef.org/uganda/reports/investing-water-sanitation-and-hygiene  Investing in water, sanitation, and hygienehttps://www.unicef.org/uganda/reports/social-assistance-targeting-uganda-0  Social assistance targeting in Uganda

1. ONLINE ARTICLES MENTIONING UNICEF

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

WASH

1. https://plusnews.ug/solar-powered-water-stations-bring-renewed-hope-for-sanitation-health-in-kasanda/  Solar powered water stations bring renewed hope for sanitation health in Kasanda (1,020 views)
2. https://ugandaradionetwork.net/story/solar-powered-water-stations-bring-renewed-hope-for-sanitation-and-health-in-kasanda-post-ebola-outbreak- Solar Powered Water Stations Bring Renewed Hope for Sanitation, Health in Kasanda
3. https://capitalradio.co.ug/news/2023-11-23-unicef-donates-solar-powered-water-supply-to-health-care-facilities-in-kasanda-district/ UNICEF Donates Solar-Powered Water Supply to Health Care Facilities in Kasanda District
4. https://www.youtube.com/watch?v=1Y1x6XYZKgA Leaders move to enforce hygiene in homes (81views, 1 like)
5. https://www.newvision.co.ug/category/amawulire/ekizibu-kyebbula-lya-mazzi-abe-kassanda-bakifBUK_143472 Ekizibu ky’ebbula lya mazzi ab’e Kassanda bakifuuye mu ng’ombe!
6. https://www.bukedde.co.ug/amawulire/BUK_143472/ekizibu-kyebbula-lya-mazzi-abe-kassanda-bakif Ekizibu ky’ebbula lya mazzi ab’e Kassanda bakifuuye mu ng’ombe! (46 views)
7. https://www.youtube.com/watch?v=BBS0wxXgPwE Water & sanitation – 7 health centres in Kasanda get solar water supply (810 view, 4 likes)

MALARIA IMMUNIZATION

• https://www.monitor.co.ug/uganda/news/malaria-jabs-set-for-broader-rollout-in-africa-4442402 Malaria jabs set for broader rollout in Africa
• https://www.youtube.com/watch?v=UpwsyCedvs4 MOH receives cold chain equipment worth $4.9 million to boost immunisation in 39 districts. (196 views, 2 likes)

REFUGEES

1. https://www.newvision.co.ug/category/news/refugees-benefit-from-social-protection-progr-NV_173966  Refugees benefit from social protection program in Lamwo District (125 views)

EDUCATION/SCHOOL

11.  https://www.newvision.co.ug/category/education/govt-releases-2024-school-calendar-NV_174392  Govt releases 2024 calendar (4,857 views)

13. https://www.theglobeandmail.com/life/adv/article-how-education-empowers-girls-to-make-choices-about-their-futures/  How education empowers girls to make choices about their futures

MALNUTRITION

11.  https://www.newvision.co.ug/category/news/unicef-raises-red-flag-over-soaring-stunting-NV_175841 UNICEF raises red flag over soaring stunting in Rwenzori (150 views)

12 https://nilepost.co.ug/2023/11/29/unicef-urges-swift-intervention-to-address-surge-in-stuntedness-among-kasese-children/ UNICEF urges swift intervention to address surge in stuntedness among Kasese children

OTHER

1. https://www.monitor.co.ug/uganda/oped/editorial/do-more-to-protect-rights-of-children-4439496 Do more to protect rights of children
2. https://www.peacecorps.gov/uganda/stories/empowering-youth-in-uganda-through-startup/ Empowering Youth in Uganda through StartUp!
3. https://hejnu.ug/effects-of-climate-events-on-maternal-child-health-neglected-un/ EFFECTS OF CLIMATE EVENTS ON MATERNAL, CHILD HEALTH NEGLECTED, UN
4. https://www.newvision.co.ug/category/news/drawing-men-and-boys-into-quest-to-end-fgm-NV_173877  Drawing men and boys into quest to end FGM (498 views)
5. 5. https://www.the-star.co.ke/news/realtime/2023-11-02-uon-unicef-partner-to-offer-short-courses-on-child-safety/  UoN, Unicef partner to offer short courses on child safety
6. https://www.newvision.co.ug/category/news/rising-child-rights-violation-cases-worry-lea-NV_175956 Rising child rights violation cases worry leaders (103 views)

• SOCIAL MEDIA

In this part, we analyze how your major social media platforms performed throughout the month of November 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 – November 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
Total	37,682,710	12,946,146	640,573	*164,187
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
Total	14,265,801	–	579,286	166,283
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
Total	6,359,529	2,264,071	39,181	241	15,335
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
TOTAL	312,515	110,950	19,180	5,295
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
Total	635,594	63,923	7	80	87,457

2.1       FACEBOOK – KEY FINDINGS

1. Facebook Page Impressions

UNICEF Uganda’s Facebook page posts had a total of 4,658,112 impressions^[1]; 101,150 were Organic, 4,546,976 were on Boosted posts while 9,986 were Viral impressions^[2].

The graphic below shows UNICEF Uganda’s Facebook page impressions per day for the month of November 2023. Tuesday, November 2023, had the highest impressions of 563,814 boosted, 6,862 organic, and 472 Viral.

b)   Facebook Reach and Impressions Metrics

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

Impression metrics	Totals	The total impressions are 4,658,112 representing a variation of   +55.3% compared to   Oct 1, 2023 – Oct 31, 2023
Organic Impressions	101,150
Non-Organic Impressions	4,546,976
Viral Impressions	9,986
Users Reached	1,583,017
Average Daily Users Reached	52,767

Your Facebook page reach increased by 11.8% from that recorded during the month of October 2023.

c)   Page Engagement in terms of Impressions and Post Clicks

Impressions	Post Engagements	Clicks	Page visits	Engaged Users
4,658,112	80,195	19,150	6,447	60,191

• 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 no. You got the highest visits on Wednesday 22^nd November 2023 (733)

• 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 100 representing a variation of   -7.4% compared to   Oct 1, 2023 – Oct 31, 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 1,583,017.

Total post reach (number of people your October posts were served to) was 1,157,200.

• Your page reached the highest number of people on Tuesday, November 21, 2023 (487,177).

g)   Top Facebook posts by reach in November 2023

  h)   Top Facebook posts by engagement in November 2023

i)    Loyalty

During the month of October, your Facebook got +255 net followers. Your net followers are 175% from the previous period (October 2023).

 2.2       REACH AND ENGAGEMENT ON X @UNICEFUganda

1. X Activity Overview

b)   Publishing behavior (Number of Posts and Replies)

In November 2023, UNICEF Uganda published 37 posts. These were 18 less than those posted during the month of October 2023.

The figures below show metrics of the engagement generated from your X posting behavior. The total impressions increased by 87.7% from those registered in the month of October.

c)   Twitter Engagement Metrics

Engagement Metrics	Totals	The number of engagements increased by 155.2% since last month
Impressions	2,277,753
Total engagements	86,094
Replies	97
Reposts	699
Likes	25,067
Engagements per follower	1	The number of Impressions per Tweet decreased by 179.2% since last month
Impressions per Follower	33
Engagements per post	2,324
Impression per post	61,571

• Top posts November 2023

Links to the top posts:

1. https://twitter.com/UNICEFUganda/status/1728032072697090472
2. https://twitter.com/UNICEFUganda/status/1729929809164194147
3. https://twitter.com/UNICEFUganda/status/1729377604422041737
4. https://twitter.com/UNICEFUganda/status/1730284633135141212

e)   Twitter video activity November 2023

In November 2023, one (01) new video was published, marking a decrease of one (01) compared to the previous month. This had 1,847 views in total, with viewers spending a combined 532 minutes engaging with the content.

Link to the posted video:

1. https://twitter.com/UNICEFUganda/status/1726570184843087874  

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 November 2023, saw a general improvement in most Facebook key metrices. The total Facebook impressions, was 4,658,112 during the month of October marking a 55.3% increase from October 2023. Additionally, your Facebook page reach was 1,583,017 representing an increase of 11.8% compared to October 2023. This improvement in reach indicates an increase in the number of unique individuals who saw your Facebook page’s content during the month of November.
x	In the month of November, your posting frequency reduced by 18 posts, with 37 posts published. However, your X activity experienced a significant improvement, with notable changes in key metrics. Impressions increased from 1,214,222 in October to 2,277,753 in November, representing an 87.7% increase. Engagement numbers also increased, with 33,724 engagements in September compared to 86,094 in November, marking a 155.2% increase. One (01) new video was published. We noted that the views and minutes viewed were high than last month when 02 videos were published, this had 1,847 views in total, with viewers spending a combined 532 minutes engaging with the content.
Website	During the month of November 2023, we noted that you published 08 new pieces of content.   With 16,702 totalPage Views, your website audience statistics show a significant performance decrease in most of the audience metrics as compared to those recorded in October 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 October 2023, you published two (02) new videos less by one (01) from last month These videos garnered just 10,461 views, and got a total of 166.9 watch hours. Your efforts attracted45 new followers. There was a general decline in YouTube performance as compared to last month.
linkedin	There was a general decline in LinkedIn performance in the month of November. The total number of published posts in November were 20 representing a variation of   -39.4% compared to   Oct 1, 2023 – Oct 31, 2023 The total engagement is 2,878 interactions these decreased by –46.7% compared to   the month of October 2023. Furthermore, the overall reach and impressions for the month also experienced a slight decline. The total reach was 14,835, marking a -9.5% decrease, while impressions reduced to 37,177, representing a variation of   -14.8% compared to the previous month of October 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

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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.