IN-DEPTH MONTHLY ANALYSIS REPORT JANUARY 2023
PREPARED BY
Executive Summary
We recorded 1,249 stories published on children-related issues in Uganda by online publications in January 2023, marking an increase of 169 storiesfrom those published in the month of December 2022.
Of the 1,249 stories published in January 2023, 510 were published under keeping children safe[1]; 534 under keeping children learning[2] and 205 under keeping children alive[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 1,249 stories published online during the month of January 2023 on children-related issues, 43 stories mentioned UNICEF. The mentions decreased by six (06) from those registered in December 2022.
Among UNICEF comparators, the Ministry of Education & Sports (MoES) was the most mentioned with 152 followed by the Ministry of Health (MoH) in 59 stories, World Health Organization (WHO) 41, United Nations Population Fund (UNFPA) 21 and United Nations (UN) 20 mentions 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 are packaged and published by online publications and across social media platforms.
This report also tracks the performance of UNICEF Uganda Social Media accounts, UNICEF Uganda’s hashtags and mentions from 1st to 31st January 2023. It also shows the performance of UNICEF Uganda website.
- ONLINE PUBLICATIONS
A total of 1,249 stories on children-related issues were published by online publications in January 2023, marking an increase of 169 storiesfrom those recorded for the month of December 2022.
The graph below shows the number of child-related stories published by websites in January 2023
With 216 stories, Daily Monitor website published the most articles on children-related issues, followed by The New Vision website with 141 articles.
The “Others” section in the graph above includes Uganda based websites and websites based in other countries which published less than 10 children-related articles each in January 2023 as shown in the table below:
- STORY CATEGORIES
Stories under the category of keeping children learning were the most reported totaling to 534, keeping children safe followed with 510 stories, while keeping children alive were the least at 205. The distribution of stories per category is illustrated below:
- SENTIMENT OF THE ARTICLES PUBLISHED
The majority (543) of the children-related stories published online in January 2023 had a negative sentiment[4].
Out of the 543 children-related stories recorded having negative sentiment in the month of January 2023, 19 mentioned UNICEF. Below are stories with negative sentiments that mentioned UNICEF:
- https://www.monitor.co.ug/uganda/sports/athletics/rampant-child-marriages-ruin-female-athletes-in-sebei-sub-region–4084342 Rampant child marriages ruin female athletes in Sebei sub-region
- https://newz.ug/a-child-died-once-every-4-4-seconds-in-2021-united-nations-report/ A child died once every 4.4 seconds in 2021 – United Nations report
- https://globalpressjournal.com/africa/uganda/crops-grow-children-go-hungry/ Where Crops Grow, but Children Go Hungry
- https://www.monitor.co.ug/uganda/news/world/un-decries-intolerable-loss-of-5-million-children-in-2021-4082716 UN decries ‘intolerable’ loss of 5 million children in 2021
- https://ugandaradionetwork.net/story/a-child-died-once-every-4-4-seconds-in-2021un-report A Child Died Once Every 4.4 Seconds in 2021–UN Report
- https://newz.ug/a-child-died-once-every-4-4-seconds-in-2021-united-nations-report/ A child died once every 4.4 seconds in 2021 – United Nations report
- https://ugandaradionetwork.net/story/poorest-learners-benefit-the-least-from-public-education-unicef- Poorest Learners Benefit the Least from Public Education- UNICEF
- https://mazima.ug/education/poorest-learners-benefit-the-least-from-public-education-unicef/ Poorest Learners Benefit the Least from Public Education- UNICEF
- https://eagle.co.ug/2023/01/17/children-from-poorest-households-benefit-the-least-from-national-public-education-funding-unicef.html Children from poorest households benefit the least from national public education funding – UNICEF
- https://www.independent.co.ug/poorest-learners-benefit-least-from-public-education-funding-unicef/ Poorest learners benefit least from public education funding: UNICEF
- https://www.business-standard.com/article/international/poorest-learners-benefit-least-from-public-education-funding-unicef-123011800016_1.html Poorest learners benefit least from public education funding: UNICEF
- https://news.un.org/en/story/2023/01/1132502 Poorest learners benefit the least from public education: UNICEF
- https://mazima.ug/education/poorest-learners-benefit-the-least-from-public-education-unicef/ Poorest Learners Benefit the Least from Public Education- UNICEF
- https://hejnu.ug/uganda-has-5m-child-wives/ UGANDA HAS 5 MILLION CHILD WIVES
- https://www.watchdoguganda.com/news/20230125/148588/over-32000-girls-get-pregnant-in-uganda-every-month-minister-mateke.html Over 32,000 girls get pregnant in Uganda every month- Minister Mateke
- https://mazima.ug/lifestyle/uganda-has-5m-child-wives-un/ Uganda Has 5M Child Wives-UN
- https://ugandaradionetwork.net/story/uganda-has-5m-child-wives-un Uganda Has 5M Child Wives-UN
- https://businessfocus.co.ug/uganda-has-five-million-child-wives-un/ Uganda Has Five Million Child Wives-UN
- https://www.monitor.co.ug/uganda/news/unicef-urges-release-of-13-kidnapped-children-in-east-dr-congo-4101784 UNICEF urges release of 13 kidnapped children in east DR Congo
- UNICEF MENTIONS
This part looks at how online publications reported about UNICEF in comparison with other humanitarian and children’s mandate agencies.
Out of the 1,249 children-related stories we recorded that were published online in January 2023, 43 stories mentioned UNICEF. The mentions decreased by six (06) from those registered in December 2022.
Below is a graphic representation of the top-mentioned comparators in children-related stories recorded from online publications in January 2023.
Other comparators mentioned include;
- Plan International had eight (08) mentions.
- Child Fund Uganda had seven (07) mentions
- The United Nations Educational, Scientific and Cultural Organization (UNESCO), Uganda Human Rights Commission (UHRC), The Joint United Nations Programme on HIV and AIDS (UNAIDS) had five (05) mentions each.
- World Food Program (WFP), World Bank and SOS Children’s Village had four (04) mentions each.
- United Nations Development Programme (UNDP), and International Rescue Committee (IRC) had three (03) mentions.
- Uganda Women’s Effort to Save Orphans (UWESO), UN Women, Safe Places Uganda, International Labour Organisation (ILO),and Action Aid Uganda had two (02) mentions each.
- Water Aid, Girls Not Brides, and Forum for Women in Democracy (FOWODE) and Care International 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 January 2023.
| Total Followers | Followers Increase | Tweets Sent | Impressions | Impressions Per Follower |
| 63,327 | 585 | 17 | 548,238 | 8.7 |
| Engagements | Engagement per Follower | Retweets without comments | Likes | Link Clicks |
| 17,079 | 0.3 | 291 | 3,571 | 480 |
- January 2023 Twitter summary
- Top January 2023 Tweet Activity
- Facebook Page Fan Increase Statistics
By the end of January 2023, UNICEF Uganda Facebook page had 163,647 likes marking an increase of 304 from those recorded at the end of December 2022.
- Likes per day throughout the month
The page got its highest number of likes on 12th January 2023, and lost the most (05) page fans on 22nd January 2023.
- Demographics of Facebook Page fans
- Location of Facebook Page fans (Top 10 countries, cities, languages)
- Demographics of People Reached on Facebook
Men between the ages 25-34 have a higher potential to see your content and visit your Facebook Page.
- Facebook Page Engagement by Age and Gender
The majority of the users engaging with UNICEF Uganda’s Facebook content were males between the ages 18 – 24 years.
- Publishing behavior
The chart below shows the frequency of Facebook posting in January 2023. UNICEF Uganda made 24 posts. These were 15 more than those you posted in December 2022. Majority (19) of the posts were photos.
- Performance of Facebook video posts
UNICEF Uganda Facebook page January 2023 video views increased by 52,170 viewsfrom those that you had in December 2022.
| Video Views | Paid Video Views | Organic Video Views | Auto-played Video Views | Clicked-to-Play Video Views | Video Repeats |
| 72,958 | 71,629 | 1,329 | 68,829 | 4,129 | 1,166 |
Figure 1: Posted videos (Uploaded videos posted by your Page, including shares and crossposts of your videos to other Pages)
Figure 2: Crossposted videos (Videos from other Pages that you posted)
From the graphics above, UNICEF Uganda had 28 1-minute videos and 1,166 video repeats. To increase user retention, utilize interesting graphics in your videos to keep as many users viewing to the end. Also explore with reels as Short form is becoming the most popular video format. Jump on the trend and try creating a reel for your Page or profile. Continue targeted boosting for improved performance.
- Top five videos (Facebook)
- Key Metrics Table |All UNICEF Pages (Regional – East Africa)
| Name | Fans | +/_ | Posts | Reactions | Shares | Comments | Interaction Rate (%) |
| UNICEF Uganda | 163,647 | 304 | 24 | 14,395 | 159 | 241 | 0.38 |
| UNICEF DRC | 531,375 | 11,932 | 23 | 7,346 | 297 | 815 | 0.07 |
| UNICEF Kenya | 251,078 | 61 | 12 | 407 | 17 | 39 | 0.02 |
| UNICEF South Sudan | 147,619 | 220 | 28 | 1,036 | 84 | 102 | 0.03 |
| UNICEF Rwanda | 118,263 | -9 | 31 | 417 | 16 | 28 | 0.01 |
| UNICEF Tanzania | 46,686 | 216 | 13 | 1,153 | 25 | 28 | 0.19 |
| UNICEF Burundi | 40,314 | 81 | 9 | 266 | 24 | 16 | 0.08 |
From the table above, UNICEF Uganda has the third-largest fan base and highest interaction rate[5] in the East African region which is commendable. The interaction rate is still lower than the recommended 5%. This means you need to make sure as many of your posts have high engagement potential. You can achieve this by posting engaging content, and also utilizing post boosting targeting engagement.
- Regional Analysis
The chart below shows the Facebook fans for the East African UNICEF accounts
- Media House Social Media Fan Base Graph
- Hashtag Tracking
Here, we track the monthly performance of your main hashtags on Twitter.
- #InvestInUGChildren
- #BestStartInLife
- YOUTUBE
Between 1st and 31st January 2023, UNICEF Uganda published one (01) new video on YouTube.
- https://www.youtube.com/watch?v=zI9YXT9FQos The Cost of teenage pregnancy: Why we need to protect the girls. (17,531 views, 01 like)
Key metrics table
| Subscribers | +/- | Videos | Views | Impressions | Likes | Dislikes | Comments |
| 1,697 | 24 | 01 | 21,901 | 118,696 | 24 | – | 02 |
Watch time (hours)
NOTE: In the month of January 2023, you uploaded one (01) video. Boosting contributed to more views and impressions.
Top five videos by views
Your top five videos had a total of 19,797 views.
- 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 posted four (04) fresh articles on your website in January 2023. This indicates a decrease of five (05) articles from those published in December 2022.
- Standard Key Performance Indicators (KPIs)
- Site search Performance and Statistics
- Site Pages and Pageviews
The UNICEF Uganda website had a total of 24,927 Page Views during the month of January 2023. These increased by 1,592 from those recorded during the month of December 2022. Below are the 10 most visited UNICEF Uganda web pages in January 2023.
- The most visited press/stories pages
- The average number of active users throughout the month
The website recorded its highest count of active users (707) on 17th January 2023 as the graphic below shows.
- Website usage by age and gender
- Website Engagement by New vs. Returning visitors
- Acquisition
Audience summary
The January 2023 website audience statistics indicate an increase in most of the audience metrics from those recorded during the month of December 2022.
- With 13,541 new users, there was an increase of 760 website users from those recorded in December 2022.
- The Pageviews increased by 1,592 to make 24,927 in January 2023.
- The website’s bounce rate[6] is 61.77% which is slightly higher than the 61.68% registered at the end of December 2022.
- The number of sessions increased from 16,321 registeredin December 2022 to 17,373 in January 2023.
- The website’s returning visitors were 15.8% (2,530). These increased by four (04) from those recorded in December 2022. New visitors were 13,476.
- CONCLUDING NOTES
Despite the fact that your website posting decreased by 56%, performance improved due to the fact that you boosted on YouTube posts and linked back to the website.We encourage you to frequently and consistently update the website with engaging content (multimedia content where possible) to drive more traffic and website ranking by search engines. You can embed YouTube videos from your channel to website articles they are related to, as well as embed Facebook posts and tweets into related articles.
Continue sharing all the content posted on the website on all your social media platforms to drive more traffic to the website. Also, maintain the practice of boosting on YouTube and linking back to the website in order to increase traffic.
In January 2023, you utilized different media types – photos/graphics, videos and a link in your Facebook posts to disseminate your key messages. We encourage you to maintain this, while exploring with more post types, as well as cross-posting videos from YouTube. As already suggested, you can explore with reels as short form is becoming the most popular video format. Jump on the trend and try creating a reel for your Page or profile.
On Twitter, your engagement was 40.4% lower than that received in December 2022. This performance is attributed to less consistent posting.
UNICEF Uganda published one (01) new video on YouTube in January 2023 which improved the channel’s performance. We encourage you to maintain the practice of keeping the channel active with interesting and engaging content like animations, posts and YouTube Shorts, as well as frequently boosting your videos. Posts are a good way to quickly share new content if you’re not publishing as many videos as usual. Endeavour to add a call-to-action to your videos, for example encouraging users to like, comment, share, subscribe and turn on their notification bells so they can be notified whenever you upload new content.
Best Regards,
ENID KEREN NABUMATI knabumati@gmail.com 0789288289
For and on behalf of Ultimate Multimedia Consult (U) Ltd
[1] Stories 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 stories include any content that addresses issues which threaten lives of children like physical assault, psychosocial injury and threat.
[2] 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.
[3] This is concerned with stories and journalistic content which addresses the health of children in Uganda. It may also entail stories 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 stories 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] The Interaction Rate (also referred to as “I-Rate”) allows you to see how your page performed based on interactions (reactions, comments & shares) the page’s posts earned relative to its size (fan base).
[6] The percentage of visitors to a particular website who navigate away from the site after viewing only one page.
