IN-DEPTH MONTHLY ANALYSIS REPORT JANUARY 2024
PREPARED BY
Executive Summary
We recorded 837 articles containing children-related issues in Uganda that were published online in January 2024. This is a decrease of five (05) articlesfrom those published in the month of December 2023.
Of the 837 articles published in January 2024, 260 were published under keeping children alive[1], 276 under keeping children safe[2] and 301 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 837 articles published online during the month of January 2024 on children-related issues, eight (08) articles mentioned UNICEF, a decrease of 11 from those registered in December 2023.
Among UNICEF comparators, the Ministry of Education and Sports (MoES), was the most mentioned with 174 followed by theMinistry of Health (MOH) in 30, World Health Organization (WHO) 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 UNICEF Uganda website. This is the report presenting our findings of the above from 1st to 31st January 2024
- ONLINE PUBLICATIONS
A total of 837 articles on children-related issues were published by online publications in January 2024, marking a decrease of five (05) articles from those recorded for the month of December 2023.
The graph below shows the number of child-related articles published by websites in January 2024
With 118 and 117 articles, Daily Monitor and The Ankole Times websites published the most articles on children-related issues respectively, followed by NTV Uganda with 107 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 January 2024 as shown in the table below:
- ARTICLE CATEGORIES
Articles under the category of Keeping children Learning were the most reported totaling to 301, followed by Keeping children Safe were with 176, Keeping Children Alive were the least with 260. The distribution of articles per category is illustrated below:
- SENTIMENT OF THE ARTICLES PUBLISHED
The majority (405) of the children-related articles published online in January 2024 had a positive sentiment[4].
Out of the 311 children-related articles recorded as having negative sentiment in the month of January 2024, two (02) mentioned UNICEF. Below are articles with negative sentiments that mention UNICEF:
- https://ankoletimes.co.ug/news/eight-babies-die-in-matany-hospital-due-to-lack-of-nutritious-milk/ Eight Babies Die in Matany Hospital Due to Lack of Nutritious Milk
- https://www.wionews.com/world/ugandan-minister-says-people-who-die-of-hunger-are-idiots-faces-backlash-683731 Ugandan minister says people who die of hunger are ‘idiots’, faces backlash
- UNICEF MENTIONS
Out of the 837 children-related articles we recorded that were published online in January 2024, eight (08) articles mentioned UNICEF, marking a decrease of 11 from those registered in December 2023.
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 January 2024.
Other comparators mentioned include;
- Red Cross Society had five (05) 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 January 2024.
Summary: Cumulative Social Media Performance Metrics: Impressions, Reach, Engagement, and Likes: January 2024
| Platform | IMPRESSIONS | Reach | ENGAGEMENT | LIKES | |
| January | 4,484,428 | 2,295,518 | 68,238 | 164,092 | |
| X | |||||
| January | 2,697,454 | – | 86,948 | 19,855 | |
| January | 419,860 | 182,681 | 607 | 511 | |
| January | 43,942 | 14,850 | 2,262 | 721 | |
| YOUTUBE | comments | Likes | Views | ||
| January | 65,656 | 839 | 0 | 3 | 11,717 |
| Total Followers | Followers increase | Posts published | Impressions | Impressions Per Follower |
| 70,409 | 369 | 44 | 2,697,454 | 3,831 |
| Engagements | Engagement per Follower | Reposts without comments | Likes | Link Clicks |
| 86,948 | 123.5 | 818 | 19,855 | 288 |
- January 2024 X summary
- January 2024 Top post Activity
- UNICEF UGANDA FACEBOOK PAGE
- Facebook Page Fan Increase Statistics
By the end of January 2024, UNICEF Uganda Facebook page had 164,092 likes, marking a decrease of 20, from those recorded at the end of December 2023.
- Location of Facebook Page fans (Top 10 cities, countries)
- Facebook Page Engagement by Age and Gender and demographic
The majority of the users engaging with UNICEF Uganda’s Facebook content were males (76%) between the ages of 25 – 34 years from Uganda.
Users below 25 years of age.
UNICEF Uganda had 6,709 women and 24,682 men below 25 years interacting with your content.
- Publishing behavior
In January 2024, UNICEF Uganda made 14 posts. These were more by 2 compared tothose you posted in December 2023. UNICEF Uganda utilized one media type in January 2024, that’s photos.
- Performance of Facebook video posts
Here we look at the number of times your page’s videos were viewed. In January 2024, UNICEF Uganda Facebook page video views were 165 marking a decrease of 30.1% from those that you had in December 2023.
| Video Views | Paid Video Views | Organic Video Views | Auto-played Video Views | Clicked-to-Play Video Views | Video Repeats |
| 165 | 0 | 165 | 155 | 10 | 11 |
From chart 1 above, all the 165 video views obtained were organic with no paid views. This implies that in January, there were no video posts that were promoted.
From chart 2 above, 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 January 2024, UNICEF Uganda got 67 minutes viewed and they were all organic. This reduced by 25.2% compared to the minutes viewed in December 2023.
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/368061355783063
- https://www.facebook.com/unicefuganda/videos/472391128324863
- https://www.facebook.com/unicefuganda/videos/287700168900761
- https://www.facebook.com/unicefuganda/videos/1776920916069734
- 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 January, followed by UNICEF Tanzania. UNICEF Uganda ranks fifth in terms of the total number of posts made in January 2024.
Engagement Rate per Post: UNICEF Tanzania got the highest engagement rate which shows a great improvement on their page. UNICEF Uganda came second with 35.9% which indicates an increase of 19.4% from that obtained in December 2023. This shows that your content constantly generates engagement on your page, contributing to overall page performance.
On new likes per day, UNICEF Uganda has continued to maintain the highest average daily likes, indicating significant growth in your content interactions. This also implies that your content garners user engagement which improves the overall page performance compared to other pages being analyzed.
On People Talking About This (PTAT), UNICEF Uganda has maintained the highest PTAT, indicating an increase in active engagement, conversation among your users including mentioning and tagging your page. Having a high engagement rate and interaction greatly contributes to PTAT because the more people engage with your content, the more activity on your page which boosts its performance.
In summary, UNICEF Uganda’s page demonstrates a notably good performance compared to other regional UNICEF’s especially in engagement. Your content is resonating well with your existing followers and generating meaningful interactions. Kudos!
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 Urban TV only while the rest experienced a decline in Facebook likes. NBS and Daily monitor experienced a decrease in X followers and the rest maintained a steady increase in X followers in January 2024.
- Hashtag Tracking
Here, we track the monthly performance of your main hashtags on Twitter.
- #BestStartInLife
Original Posts: 04 Reposts: 37
- #InvestInUGChildren
Original Posts: 34 Retweets: 332 Replies: 07
- YOUTUBE
Between 1st and 31st January 2024, UNICEF Uganda published one (01) new video on YouTube.
a. Key metrics table
| Subscribers | +/- | Videos | Views | Impressions | Likes | Comments | Shares |
| 2,102 | 41 | 01 | 11,717 | 65,656 | 03 | 00 | 00 |
The graph indicates that your channel achieved the highest number of views on January 15, 2024, with 939 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 January 15, 2024, with 30 viewers. Additionally, the channel attained the highest count of New Viewers (those who discovered your channel for the first time) on the same day, January 15, 2024, with 717.
- Watch time (hours)
In January 2024, your channel experienced a decline in some key metrics. You uploaded 1 video, marking a notable decrease of 7 compared to those published in December 2023. Your channel views decreased from 18,407 to 11,717 views, marking a decrease of 6,690 views from December. However, impressions saw an increase from 56,106 to 65,656.
- How do viewers find your videos
From the figure above,UNICEF Uganda got more of its views (43.4%) on from YouTube advertising and 99% of the viewers are not subscribed. We also note that you have a growing audience from YouTube search which has now increased to 22.3% which indicates that your content appears among results when users search for topics related to what you do.
We encourage you to publish regularly to keep the channel active but also add a call to action that invites viewers to subscribe so that you get your viewers to subscribe to your channel.
- Top locations
UNICEF Uganda got more of its viewers from Kenya.
- Age and gender
UNICEF Uganda got more views from females between the age of 25-34 years (963 viewers).
Your page got 551 viewers between 18-24 years.
- Top five performing videos
Links to the top five videos
- https://www.youtube.com/watch?v=K0ZwseNvZvc
- https://www.youtube.com/watch?v=hS9sGOSTHU0
- https://www.youtube.com/watch?v=36fy12OPbNA
- https://www.youtube.com/watch?v=Po6eQ-66Z7Y
- https://www.youtube.com/watch?v=ZLAbQHcANhc
- 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 two (02) articles on your website in the month of January 2024.
- Standard Key Performance Indicators (KPIs)
New Users January 2024
Returning Users January 2024
- ACQUISITION:
- User Acquisition: How visitors find and reach your website www.unicef.org/uganda
- Traffic acquisition: Where your users come from.
- January 2024 top 10 landing pages on www.unicef.org/uganda
- Site Pages and Pageviews
The UNICEF Uganda website had a total of 11,157 Page Views during the month of January 2024. These increased by 1,454 from those recorded during the month of December 2023. Below are the 5 most visited UNICEF Uganda web pages in January 2024.
The average number of active users throughout the month
The website recorded its highest count of active users (464) on January 18th, 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 January 2024, as compared to those registered in December 2023.
- With 9,774 users, there was an increase of 1,563 website users from those recorded in December 2023.
- The Pageviews increased by 1,454 to 11,157 in January 2024.
- The average session duration was 3m10s.
- The average engagement time was 1m 19s as compared to 1m21s in December 2023
- The number of sessions increased from 11,023 registeredin December 2023 to 12,695 in January 2024.
CONCLUDING NOTES
We commend you for keeping your social media platforms updated and targeted boosting which elevated key metrics of your platforms.
Facebook reach and impressions were 2,295,518 and 4,484,428 marking an increase of 224% and 195.6% respectively.
Instagram reach increased by 115% reaching 182,681 individuals where 607 engaged with the content and got 419,860 impressions, which marked 66.9% increase. However, there has been a continuous decrease in the number of fans on Facebook and Instagram.
We recommend regular posting with a mix of media types to keep users engaged in different ways. 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. Consider your top performing content and create more of that which resonates well with your audience.
Ensure SEO optimization on all your pages, and posts. Use relevant keywords, tags and captions.
X platform maintained a steady increase in the number of followers, engagement, and impressions. X impressions and engagement were 2,697,454 and 86,948 marking an increase of 143% and 348% respectively.
UNICEF Uganda’s website posting increased by one (01) with a total of 2 articles published. This saw an increase in total page views from 9,703 to 11,157 in January 2024.
We encourage regular and engaging website updates, including multimedia content where possible and Search Engine optimization to keep your audience engaged and updated. This strategy not only drives traffic and boosts website ranking in search engines but also ensures that your users stay informed about your ongoing initiatives.
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 posting decreased in January with only one (01) YouTube video published. Views obtained, 11,717 which decreased by 6,690 while impressions were 65,656 which increased by 9,550.
For YouTube, we encourage you to share links to your videos in your different network to allow interactions and views, create compelling thumbnails that will attract your audience to click, continue optimizing video descriptions; add more relevant keywords and tags in the description, and engage with your community. Also, respond to comments on your videos to maintain communication with your audience.
In terms of utilizing media types, you utilized only photos and polls in January 2024 – on your Facebook, X and Instagram.
As suggested earlier, ensure to have a mix of the different media formats, photos, videos, reels and stories, graphics and infographics, links to keep your users engaged in different ways.
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.
