IN-DEPTH MONTHLY ANALYSIS REPORT FEBRUARY 2024
PREPARED BY
Executive Summary
We recorded 1,006 articles containing children-related issues in Uganda that were published online in February 2024. This is an increase of 169 articlesfrom those published in the month of January 2024.
Of the 1,006 articles published in February 2024, 229 were published under keeping children alive[1], 222 under keeping children safe[2] and 555 under keeping children learning[3].
The hashtag #InvestInUGChildren performed as seen below;
The hashtag #BestStartInLife performed as seen below;
UNICEF Mentions Vis-à-vis Other Humanitarian Agencies
Out of the 1,006 articles published online during the month of February 2024 on children-related issues, 18 articles mentioned UNICEF, an increase of 10 from those registered in January 2024.
Among UNICEF comparators, the Ministry of Education and Sports (MoES), was the most mentioned with 96 followed by theMinistry of Health (MOH) in 35, World Food Program (WFP) in 10 articles,among other comparators.
End of Month Analysis Report
- INTRODUCTION
Ultimate Multimedia Consult (UMC) is mandated to present an analysis report every month to UNICEF Uganda on how messages about children-related issues in Uganda are packaged and published by online publications and across social media platforms. UMC is also expected to track the performance of UNICEF Uganda’s social media accounts, UNICEF Uganda’s hashtags and mentions, as well as the performance of the UNICEF Uganda website. This is the report presenting our findings of the above from 1st to 29th February 2024
- ONLINE PUBLICATIONS
A total of 1,006 articles on children-related issues were published by online publications in February 2024, marking an increase of 169 articles from those recorded for the month of January 2024.
The graph below shows the number of child-related articles published by websites in February 2024
With 154 and 138 articles, the Daily Monitor and NTV Uganda websites respectively, published the most articles on children-related issues, followed by the New Vision with 121 articles.
The “Others” section in the graph above includes Uganda based websites and websites based in other countries that published less than 10 children-related articles each in February 2024 as shown in the table below:
- ARTICLE CATEGORIES
Articles under the category of Keeping children Learning were the most reported totaling to 555, followed by Keeping children Safe were with 222, Keeping Children Alive were the least with 229. The distribution of articles per category is illustrated below:
- SENTIMENT OF THE ARTICLES PUBLISHED
The majority (545) of the children-related articles published online in February 2024 had a positive sentiment[4].
Out of the 289 children-related articles recorded as having negative sentiment in the month of February 2024, four (04) mentioned UNICEF. Below are articles with negative sentiments that mention UNICEF:
- https://reliefweb.int/report/world/14-billion-children-globally-missing-out-basic-social-protection-according-latest-data 1.4 billion children globally missing out on basic social protection, according to latest data
- https://www.monitor.co.ug/uganda/news/national/teacher-absenteeism-persists-despite-e-inspection-says-report-4530868 Teacher absenteeism persists despite e-inspection, says report
- https://www.monitor.co.ug/uganda/news/national/ntoroko-schools-yet-to-rise-from-flood-ruins-as-first-term-opens-4514376 Ntoroko schools yet to rise from flood ruins as first term opens
- https://reliefweb.int/report/world/14-billion-children-globally-missing-out-basic-social-protection-according-latest-data 1.4 billion children globally missing out on basic social protection, according to latest data
- UNICEF MENTIONS
Out of the 1,006 children-related articles we recorded that were published online in February 2024, 18 articles mentioned UNICEF, marking an increase of 10 from those registered in January 2024.
This part looks at how online publications reported about UNICEF Uganda in comparison with other humanitarian and children’s mandate agencies.
Below is a graphic representation of the top-mentioned comparators in children-related articles recorded from online publications in February 2024.
Other comparators mentioned include;
- Red Cross Society had five (04) Mentions.
- UK Aid and Rotary International had four (04) mentions each.
- PEPFAR, Red Cross Society and United Nations Population Fund (UNFPA) had three (03)
- USAID, Uganda AIDS Commission, BRAC, MGLSD, Action Aid, GIZ and World Bank had One (01) mention each
- SOCIAL MEDIA PERFORMANCE
In this section, we analyze the performance of UNICEF Uganda’s social media platforms throughout the month of February 2024.
Summary: Cumulative Social Media Performance Metrics: Impressions, Reach, Engagement, and Likes: January – February 2024
| Platform | IMPRESSIONS | Reach | ENGAGEMENT | LIKES | |
| January | 4,484,428 | 2,295,518 | 68,238 | ||
| February | 5,139,436 | 2,356,899 | 47,966 | ||
| Total | 9,623,864 | 4,652,417 | 116,204 | *164,028 | |
| X | |||||
| January | 2,697,454 | – | 86,948 | 19,855 | |
| February | 1,176,293 | – | 19,998 | 8,692 | |
| Total | 3,873,747 | 106,946 | 28,547 | ||
| January | 419,860 | 182,681 | 607 | 511 | |
| February | 691,800 | 241,653 | 932 | 695 | |
| Total | 1,111,660 | 424,334 | 1,539 | 1,206 | |
| January | 43,942 | 14,850 | 2,262 | 721 | |
| February | 30,194 | 10,163 | 1,457 | 644 | |
| Total | 74,136 | 25,013 | 3,719 | 1,365 | |
| YOUTUBE | comments | Likes | Views | ||
| January | 65,656 | 839 | 0 | 3 | 11,717 |
| February | 83,420 | 8,830 | 2 | 18 | 87,289 |
| Total | 149,076 | 9,669 | 2 | 21 | 99,006 |
| Total Followers | Followers increase | Posts published | Impressions | Impressions Per Follower |
| 70,757 | 348 | 44 | 1,176,293 | 17 |
| Engagements | Engagement per Follower | Reposts without comments | Likes | Link Clicks |
| 19,998 | 0.3 | 653 | 8,692 | 128 |
- February 2024 X summary
- February 2024 Top post Activity
- UNICEF UGANDA FACEBOOK PAGE
- Facebook Page Fan Increase Statistics
By the end of February 2024, UNICEF Uganda Facebook page had 164,028 likes, marking a decrease of 64, from those recorded at the end of January 2024.
- Location of Facebook Page fans (Top 10 cities, countries)
UNICEF Uganda got more fans for their Facebook page from Uganda.
- Facebook Page Engagement by Age and Gender and demographic
The majority of the users engaging with UNICEF Uganda’s Facebook content were males (75%) between the ages of 25 – 34 years from Uganda.
Users below 25 years of age.
UNICEF Uganda had 6,492 women and 23,682 men below 25 years interacting with your content. This marked a decrease in the number of women and men in this age group with numbers reducing by 217 and 1,000 respectively compared to those obtained in January.
- Publishing behavior
In February 2024, UNICEF Uganda made 26 posts. These were more by 12 compared tothose you posted in January 2024. 22 were photos, 2 were graphics, one (01) video and one (01) status post.
Facebook stories insights
The Facebook story posted on 20th February 2024 reached 132 people and had 132 impressions.
- Performance of Facebook video posts
Here we look at the number of times your page’s videos were viewed. In February 2024, UNICEF Uganda Facebook page video views were 227 marking an increase of 37.6% from those that you had in January 2024.
| Video Views | Paid Video Views | Organic Video Views | Auto-played Video Views | Clicked-to-Play Video Views | Video Repeats |
| 227 | 0 | 227 | 217 | 10 | 12 |
From chart 1 above, all the 227 video views obtained were organic which increased by 37.6% from those obtained in January 2024. There were no paid views.
From chart 2, 10 viewers managed to click and watch your videos.
Minutes viewed
The graph above shows the number of minutes a video was played or replayed not minutes spent when video is playing. In the month of February 2024, UNICEF Uganda got 92 minutes viewed and they were all organic. This increased by 39% compared to the minutes viewed in January 2024.
NOTE: Refer to Footnote[5] for video metric term definitions.
- Top Performing Organic Posts
Here are the top performing organic posts. Understanding what’s working can help you decide what to create and share next, so you can keep up the great work.
- Top performing videos
Links to top videos
- https://www.facebook.com/unicefuganda/videos/608907501419224/
- https://www.facebook.com/unicefuganda/videos/368061355783063/
- https://www.facebook.com/unicefuganda/videos/1334555860431434/
- https://www.facebook.com/unicefuganda/videos/472391128324863/
- https://www.facebook.com/unicefuganda/videos/216032044758065/
- UNICEF Facebook Pages Analysis (Regional-East Africa)
The chart below shows the Facebook page analysis and performance for the East African UNICEF accounts.
From the graphic above, UNICEF en RDC has the highest number of page likes, followed by UNICEF Kenya. UNICEF Uganda ranks third in terms of total page likes.
Number of Posts: UNICEF South Sudan made the most Facebook posts in February. UNICEF Uganda ranks second in terms of the total number of posts made with an increase of 12 posts from those published in January 2024.
Engagement Rate per Post: UNICEF Uganda got the highest engagement rate of 21.8% which is lower than 35.9% that was obtained in January 2024. However, it’s also worth noting that your content constantly generates engagement on your page, contributing to overall page performance. UNICEF en RDC came second with 10.3% and UNICEF Rwanda came last with 0.2%.
On new likes per day, UNICEF en RDC had the highest number of interactions and UNICEF Uganda ranked second. Your page interactions also experienced a decrease compared to those obtained in January.
On People Talking About This (PTAT), UNICEF en RDC performance improved compared to other pages being analysed. UNICEF en RDC obtained the highest PTAT. UNICEF Uganda marked a significant decrease from the first position to the sixth position in PTAT. This shows a decrease in active engagement, conversation among your users including mentioning and tagging your page.
You need to strive to ensure that you maintain a high engagement rate and interaction because it greatly contributes to PTAT. The more people engage with your content, the more activity on your page which boosts its performance.
In summary, UNICEF Uganda’s page demonstrated a fair performance compared to other regional UNICEFs in the month of February. However, it experienced a decline in key metrics mainly performance fans, engagement, interactions and PTAT compared to what was obtained in the previous month.
You need to strive to ensure your page is continuously updated with engaging content in different formats so that you keep the engagement rate per post and interactions increasing.
- Media House Social Media Fan Base Graph
From the graph above, there was an increase in the number of Facebook likes for Bukedde TV, Capital FM, The Observer and Urban TV only, Vision Group didn’t experience any variation while the rest experienced a decline in Facebook likes. All the selected media houses maintained a steady increase in X followers in February 2024.
- Hashtag Tracking
Here, we track the monthly performance of your main hashtags on Twitter.
- #BestStartInLife
Original Posts: 08 Reposts: 14 Reply: 01
- #InvestInUGChildren
Original Posts: 65 Retweets: 389 Replies: 04
- YOUTUBE
Between 1st and 29th February 2024, UNICEF Uganda published five (05) new videos on YouTube.
a. Key metrics table
| Subscribers | +/- | Videos | Views | Impressions | Likes | Comments | Shares |
| 2,148 | 46 | 05 | 87,289 | 83,420 | 18 | 02 | 00 |
It’s a good performance from YouTube as the channel received more views than usual. The graph indicates that your channel achieved the highest number of views on February 19, 2024, with 8,010 views.
- Audience
The graph above indicates that your channel achieved the highest number of Returning Viewers (those who previously watched your channel and returned) on February 19, 2024, with 873 viewers. Additionally, the channel attained the highest count of New Viewers (those who discovered your channel for the first time) on the same day, February 19, 2024, with 6,900.
- Watch time (hours)
In February 2024, your channel experienced a significant increase in performance. You uploaded five (05) videos, marking a notable increase of 4 videos published compared to those published in January 2024. Your channel views increased from 11,717 views to 87,289 views marking an increase of 75,572 views from January. Impressions also increased from 65,656 to 83,420. Watch time (hours) also increased from 229.9 to 2,390.6 in February.
- How do viewers find your videos
From the figure above,UNICEF Uganda got 90% of its views from YouTube advertising of which 99% are not subscribed. We also note that you have a growing audience from Google search and YouTube search. In February, you got 38.4% google search results that linked to your YouTube videos. This shows that you are optimizing your content well so that it appears among search results when users search for topics with the keywords you utilize. From YouTube search, early childhood was the most search video content which attracted 2.5% traffic for your channel.
YouTube Top locations
UNICEF Uganda got more of its viewers from Kenya.
- Age and gender
UNICEF Uganda got more views from males at 55%. Females were 44%. Most of your viewers are between the age of 25-34 years (945 viewers).
Viewers below 25 years of age were 412 viewers.
- Top five performing videos
Links to the top five videos
- https://www.youtube.com/watch?v=CPKMwh5t5i8
- https://www.youtube.com/watch?v=BUq3WP1ufDA
- https://www.youtube.com/watch?v=_WIfvO00Vh0
- https://www.youtube.com/watch?v=2zX-QHU3kS8
- https://www.youtube.com/watch?v=hS9sGOSTHU0
- UNICEF UGANDA WEBSITE ANALYTICS
This section provides analysis of the UNICEF Uganda website posting and performance throughout the month, and outlines key metrics that are essential for better web performance.
- Website Posting
We noted that you published five (05) articles on your website in the month of February 2024.
- Standard Key Performance Indicators (KPIs)
New Users February 2024
Returning Users February 2024
- ACQUISITION:
- User Acquisition: How visitors find and reach your website www.unicef.org/uganda
- Traffic acquisition: Where your users come from.
- February 2024 top 10 landing pages on www.unicef.org/uganda
- Site Pages and Pageviews
The UNICEF Uganda website had a total of 18,431 Page Views during the month of February 2024. These increased by 7,274 from those recorded during the month of January 2024. Below are the 5 most visited UNICEF Uganda web pages in February 2024.
The average number of active users throughout the month
The website recorded its highest count of active users (547) on February 27th, 2024, as the graphic below shows.
- Website usage by demographic groups (User attributes: Gender, Location, interests, and age)
- Website Engagement and Tech usage overview:
Audience summary
There was general improvement in most of the website metrics in February 2024, as compared to those registered in January 2024.
- With 10,416 users, there was an increase of 672 website users from those recorded in January 2024.
- The Pageviews increased by 7,274 to 18,431 in February 2024.
- The average session duration was 3m21s.
- The average engagement time was 1m 31s as compared to 1m 19s in January 2024
- The number of sessions increased from 12,695 registeredin January to 14,159 in February 2024.
CONCLUDING NOTES
There has been improvement in the activity on your social media platforms and website in the month of February 2024. Posting activity increased across all the platforms and we commend you for utilizing different media formats like photos, videos, links, graphics, reels and stories.
Facebook reach and impressions were 2,356,899 and 5,139,436 marking an increase of 2.67% and + 14.6% respectively.
Instagram reach increased by 32.28% with UNICEF Uganda messages reaching 241,653 individuals where 932 engaged with the content and got 691,800 impressions, which marked a 64.77% increase. Facebook and Instagram page followers continue to decrease at a slow rate however, we commend you for the different efforts to manage this decline; posting regularly and the mix in media formats and boosting efforts.
Keep up the regular posting, use relevant keywords, tag more relevant accounts and pages and captions, use relevant and popular hashtags that will allow discoverability of your page. Engage with your users, respond to questions, comments to keep bonds with your audience. Check out your top performing and see what resonates well with your audience.
X platform maintained a steady increase in the number of followers however, engagement, and impressions experienced a decrease. X impressions and engagement were 1,176,293 and 19,998 marking a decrease of -59.4% and -77% respectively. There was an increase in usage of your hashtag, #InvestInUGChildren with 458 posts. #BestStartInLife usage is still low with 23 posts. We encourage you to keep posting with the two hashtags to popularize them.
UNICEF Uganda’s website posting increased, with a total of five (05) articles published. This greatly improved website performance. Total page views increased from 11,157 to 18,431 in February 2024. With 10,416 users, there was an increase of 672 website users.
Keep up the regular and engaging website updates, including multimedia content where possible. Continue sharing your website content across your social media platforms to drive traffic to the website. Also, maintain the practice of boosting on YouTube and linking back to the website to further boost web traffic.
YouTube experienced an improvement as well. Five (05) videos were published. Views increased from 11,717 to 87,289 and impressions from 65,656 to 83,420. Continue using relevant keywords in video descriptions to allow your content to appear among the topgoogle search results.
Continuesharing links to your videos in your different network to allow interactions and views, create compelling thumbnails that will attract your audience to click. Also, respond to comments on your videos to maintain communication with your audience.
In terms of utilizing media types, this was well done in February with photos, videos, links, graphics, reels and stories – on your Facebook, X and Instagram.
Best Regards,
……………………………
PATRICIA BUSINGYE busingyepatricia16@gmail.com 0777905704
For and on behalf of Ultimate Multimedia Consult (U) Ltd
[1] Reports categorized as such may connote to content published in a context of improving and addressing the issues concerning both informal and formal education of a child, including early and progressive learning.
[2] Articles in this category may refer to a journalistic report(s) written and presented in the context of the social safety and welfare including the security of children. Such articles include any content that addresses issues which threaten lives of children like physical assault, psychosocial injury and threat.
[3] This is concerned with articles and journalistic content which addresses the health of children in Uganda. It may also entail articles that look at the welfare of pregnant mothers or maternal health in general.
[4] Sentiment is used to measure how messages contained in children-related articles are portrayed in the media in relation to UNICEF’s mission to advocate for the protection of children’s rights, help meet their basic needs and expand their opportunities to reach their full potential Sentiment is normally categorized as positive, neutral or negative.
[5] Minutes viewed: The total number of minutes your video was played or replayed within this post. This metric counts how many minutes of a video were played, instead of the amount of time that passed while the video was playing.
1-Minute video views: The number of times your videos played for at least 1 minute, or for nearly their total length if they’re shorter than 1 minute. During a single instance of a video playing, Meta excludes any time spent replaying the video.
3-second video views: The number of times your videos were played for at least 3 seconds, or for nearly their total length if they’re shorter than 3 seconds, within the selected time range. During a single instance of a video playing, Meta excludes any time spent replaying the video.
Reactions, comments and shares: The number of people who reacted to, commented on or shared one of your videos.
