IN-DEPTH MONTHLY ANALYSIS REPORT JUNE 2023 

PREPARED BY

Executive Summary

There was a total of 1,461 articles published on children-related issues in Uganda by online publications in June 2023, marking an increase of 350 articlesfrom those published in the month of May 2023.

Of the 1,461 articles published in June 2023, 365 were published under keeping children alive^[1], 770 under keeping children safe^[2] and 326 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 1,461 articles published online during the month of June 2023 on children-related issues, 35 mentioned UNICEF, marking a decrease of 10 from those registered in May 2023.

Among UNICEF comparators, the Ministry of Health (MOH) was the most mentioned with 64 articles, followed by the Ministry of Education & Sports (MoES) in 48 articles, theWorld Health Organization (WHO) in 34 articles, UNFPA and UNHCR in 12 articles, WFP, USAID and PEPFAR with 10 each among other comparators.

End of Month Analysis Report

1. 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’s Social Media accounts, UNICEF Uganda’s hashtags and mentions from 1^st to 30^th June 2023. It also shows the performance of UNICEF Uganda website.

• ONLINE PUBLICATIONS

A total of 1,461 articles on children-related issues were published by online publications in June 2023, marking an increase of 350 articles from those recorded for the month of May 2023.

The graph below shows the number of child-related articles published by websites in June 2023

With 197 articles, the Daily Monitor website published the most articles on children-related issues, followed by The New Vision  and NTV Uganda with 181 and 120 articles respectively.

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 June 2023 as shown in the table below:

• ARTICLE CATEGORIES

Articles under the category of Keeping Children Safe were the most reported totaling 770, Keeping children Alive followed with 365 articles, while Keeping children learning were the least at 326. The distribution of articles per category is illustrated below:

• SENTIMENT OF THE ARTICLES PUBLISHED

The majority (633) of the children-related articles published online in June 2023 had a Negative sentiment^[4].

Out of the 633 children-related articles recorded as having negative sentiment in the month of June 2023, 13 mentioned UNICEF. Below are articles with negative sentiments that mention UNICEF:

1. https://www.unicef.org/press-releases/statement-unicef-executive-director-catherine-russell-brutal-school-attack-uganda Statement by UNICEF Executive Director Catherine Russell on brutal school attack in Uganda
2. https://www.monitor.co.ug/uganda/news/national/unicef-condemns-kasese-school-attack-4274274 UNICEF condemns Kasese school attack
3. https://www.standardmedia.co.ke/africa/article/2001475409/un-body-condemns-uganda-school-attack-that-left-over-40-dead UN body condemns Uganda school attack that left over people 40 dead
4. https://reliefweb.int/report/uganda/unicef-condemns-attack-school-kasese-and-calls-respect-schools-safe-place-all-learners UNICEF condemns attack on school in Kasese and calls for respect of schools as a safe place for all learners
5. https://www.plenglish.com/news/2023/06/18/unicef-condemns-armed-attack-on-school-in-uganda/ UNICEF condemns armed attack on school in Uganda
6. https://www.miragenews.com/unicef-executive-director-condemns-brutal-1029162/ UNICEF Executive Director Condemns Brutal School Attack in Uganda
7. https://english.news.cn/20230618/2ffc3a3657254c7a9493797f0bb9d906/c.html Death toll from rebel attack in Uganda tops 40, manhunt underway
8. https://www.cajnewsafrica.com/2023/06/19/fury-over-deadly-terror-attack-on-uganda-students/ Fury over deadly terror attack on Uganda students
9. https://www.theeastafrican.co.ke/tea/magazine/underfunding-to-blame-for-slow-progress-4273450 Underfunding to blame for slow progress, cuts in basic education
10. https://indepthnews.net/index.php/the-world/africa/6256-ugandan-children-targeted-in-attack-by-known-terror-group Ugandan Children Targeted in Attack by Known Terror Group
11. https://www.independent.co.ug/over-89000-children-10000-women-face-malnutrition-in-karamoja/ Over 89,000 children, 10,000 women face malnutrition in Karamoja
12. https://www.devdiscourse.com/article/headlines/2486267-one-in-every-10-children-works—instead-of-going-to-school  One in every 10 children works – instead of going to school
13. https://www.monitor.co.ug/uganda/oped/letters/child-labour-the-unhidden-evil-4269252 Child labour, the unhidden evil

• UNICEF MENTIONS

This section looks at how online publications reported about UNICEF in comparison with other humanitarian and children’s mandate agencies.

Out of the 1,461 children-related articles we recorded that were published online in June 2023, 37 articles mentioned UNICEF, marking a decrease of eight (08) from those registered in May 2023.

• COMPARATOR MENTIONS

Below is a graphic representation of the top-mentioned comparators in children-related articles recorded from online publications in June 2023.

Other comparators mentioned include;

• Save the Children and Ministry of Gender, Labour and Social Development (MGLSD) had six (06)
• African Union, Uganda Women’s Effort to Save Orphans (UWESO), Uganda Aids Commission and European Union (EU), had five (05)
• United Nations and International Rescue Commission Four (04)
• Office of the Prime Minister and Plan International Uganda three (03)
• Plan International, Uganda Red Cross, World Bank, The Uganda Women Parliamentary Association (UWOPA),

The Global Fund, the Food and Agriculture Organisation (FAO), National Union of Disabled Persons of Uganda (NUDIPU), Uganda Network of AIDS Service Organisation (UNASO), Save the Children had One (01) mention each.

3. SOCIAL MEDIA PERFORMANCE

In this section, we analyze the performance of UNICEF Uganda’s social media platforms throughout the month of June 2023.

Platform	IMPRESSIONS	Reach	ENGAGEMENT	LIKES
FACEBOOK	1,714,479	602,808	38,318	…164,216
TWITTER	890,477	–	31,157	7,117
INSTAGRAM	162,768	54,079	17	356
LinkedIn	19,014	7,338	727	250
YOUTUBE				Views
	46,767	4,432	6	13,690

Summary: Cumulative Social Media Performance Metrics: Impressions, Reach, Engagement, and Likes (January 2023 – June 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
Total	17,592,981	4,278,020	325,255	164,216
TWITTER
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
Total	4,625,353		268,190	87,395
INSTAGRAM			Comments	Likes
January	724,022	152,706	47	3,236
February	596,200	144,984	39	5,871
March	439,440	96,441	39	1,163
April	632,635	111,679	17	851
May	648,482	114,128	15	596
June	162,768	54,079	17	356
Total	3,203,547	674,017	174	12,308
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
TOTAL	161,769	54,569	7,672	2,123
YOUTUBE				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		0	6	13,690
Total	413,544	50,210	3	54	352,067

• UNICEF UGANDA TWITTER

Total Followers	Followers increase	Tweets Sent	Impressions	Impressions Per Follower
67,643	675	32	890,477	13
Engagements	Engagement per Follower	Retweets without comments	Likes	Link Clicks
31,157	0	469	7,117	136

1. June 2023 Twitter summary

2. Top June 2023 Tweet Activity

• UNICEF UGANDA FACEBOOK PAGE

1. Facebook Page Fan Increase Statistics

By the end of June 2023, UNICEF Uganda Facebook page had 164,216 likes, marking an increase of 08, from those recorded at the end of May 2023.  

2. Demographics of Facebook Page fans

3. Location of Facebook Page fans (Top 10 countries, cities)

4. Facebook Page Engagement by Age and Gender

The majority of the users engaging with UNICEF Uganda’s Facebook content were males between the ages of 25 – 34 years.

5. Publishing behavior

The chart below shows the frequency of Facebook postings in June 2023. UNICEF Uganda made 16 posts. These were less by three (03) compared tothose you posted in May 2023. The majority (11) of the posts were photos.

6. Performance of Facebook video posts (here)

UNICEF Uganda Facebook page June 2023 video views increased by 86% from those that you had in May 2023.

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 638 1-minute video views, 7,841 3-sec video views and 302 video repeats, which indicates a very high increase in interest in your video content shared compared to that registered in May 2023. We encourage you to continue posting more videos, utilize interesting graphics in your videos to keep as many users viewing to the end. Continue sharing reels as short form is becoming the most popular video format. Continue targeted boosting and call to action posts for improved performance.

NOTE: Refer to Footnote^[5] for video metric term definitions.

7. Top Performing Organic Posts

8. UNICEF Facebook Pages Analysis (Regional-East Africa)

The chart below shows the Facebook fans 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 Rwanda made the most Facebook posts in the month of June, followed by UNICEF South Sudan. UNICEF Uganda ranks third in terms of the total number of posts made in the month of June.

Engagement Rate per Post: UNICEF Uganda has consistently maintained the highest engagement rate among all the East African countries, including last month. This indicates that your posts have consistently generated a high level of user interaction and interest over time.

On new likes per day, UNICEF en RDC has the highest average daily likes, indicating significant growth in their page likes. UNICEF Uganda has a moderate daily growth rate of 4/day, compared to the other countries

On People Talking About This (PTAT), UNICEF Uganda and UNICEF en RDC have the highest PTAT, indicating active engagement and conversation among users on their pages.

In summary, UNICEF Uganda’s page demonstrates a relatively strong engagement with a high engagement rate per post. This suggests that although you may not have the largest audience among the Regional East African ‘UNICEFs’, your content is resonating well with your existing followers and generating meaningful interactions. Additionally, your daily new likes and PTAT are also noteworthy, showing consistent growth and engagement on your page

• Media House Social Media Fan Base Graph

• Hashtag Tracking

Here, we track the monthly performance of your main hashtags on Twitter.

1. #InvestInUGChildren 

• #BestStartInLife

• YOUTUBE

Between 1^st and 30^th June 2023, UNICEF Uganda published 04 new videos on YouTube.

1.   https://www.youtube.com/watch?v=ENiAVWDoezs Where are we on education recovery? (84 views)

2.   https://www.youtube.com/watch?v=jhyMhK5QNNs Lego-braille bricks to transform learning for children with visual impairment. (1,842 views)

3. https://www.youtube.com/watch?v=uvvagyIIr_0 UNICEF provides hope to flood and landslide affected persons in #Kasese and #Kisoro (13,009 views)
4. https://www.youtube.com/watch?v=jf83KKgBF1M #UNICEF supporting post-floods recovery of Chibumba primary school in #Kisoro (537 views)

Key metrics table        

Subscribers	+/-	Videos	Views	Impressions	Likes	Comments	Shares
1,838	20	04	13,690	46,767	06	00	00

Watch time (hours)

 NOTE: In the month of June 2023, you uploaded only four (04) videos. Your channel got 13,690 views but usually gets 62,200–110,000 views in 28 days.

Top videos by views

Link:

1. https://youtu.be/uvvagyIIr_0
   1. https://youtu.be/jhyMhK5QNNs
      1. https://youtu.be/ENiAVWDoezs

Most engaging YouTube videos

Links:

• https://youtu.be/ENiAVWDoezs
  • https://youtu.be/uvvagyIIr_0
    • https://youtu.be/jf83KKgBF1M

4. 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 one (01) press release and four (04) fresh articles on your website in June 2023. This indicates an increase of three (03) articles from those published in May 2023.

• Standard Key Performance Indicators (KPIs)

• Site search Performance and Statistics

• Site Pages and Pageviews

The UNICEF Uganda website had a total of 23,838 Page Views during the month of June 2023. These decreased by 3,962 from those recorded during the month of May 2023. Below are the 10 most visited UNICEF Uganda web pages in June 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 (646) on 1^st June 2023 as the graphic below shows.

• Website usage by age and gender

• Website Engagement by New vs. Returning visitors

• Acquisition

Audience summary

The June 2023 website audience statistics indicate a decline in most of the audience metrics from those recorded during the month of May 2023.

• With 14,390 users, there was a decrease of 2,028 website users from those recorded in May 2023.
• The Pageviews decreased by 3,962 to 23,838 in June 2023.
• The website’s bounce rate^[6] is 60.27% which is a slight improvement from the 61.12% registered at the end of May 2023.
• The number of sessions decreased from 19,780 registeredin May 2023 to 16,871 in June 2023.

• The website’s returning visitors were 15.7% (2,470). These decreased by587 from those recorded in May 2023. New visitors were 13,277.

• CONCLUDING NOTES

During the month of June 2023, we observed low interaction, posting and boosting on Facebook and Instagram especially at the start and mid-month. This led to a significant decline in reach and impression metrics as compared to May 2023. Facebook’s reach saw a decline of -21.5% and Instagram reach -52.52% as compared to May.

In June 2023, there was a noteworthy improvement in your Twitter performance. Impressions increased by +26.43%, indicating a higher level of visibility for your content. However, total engagements experienced a significant decrease of -44.35%, reflecting a decline in interaction with your audience.

On Instagram, we noticed you utilized posting of reels which got the highest reach of 3,336 compared to other video views. This shows that people are more likely to view reels to completion than video posts. We encourage you to continue with regular posting of engaging content and boosting to also target more new audiences that can interact with your content but as well gain interest and follow the page.

In the month of June, UNICEF Uganda’s website posting activity increased, with one (01) press release and four articles published. We also noticed that you maintained the practice of boosting on YouTube and linking back to the website which is good as it drives traffic for the website.

We continue to encourage you to frequently and consistently update the website with engaging content (multimedia content where possible) to drive more traffic and website ranking in 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 June 2023, you utilized four media types – photos, videos, reels and links in your Facebook posts. We encourage you to explore with more post types, as well as cross-posting videos from YouTube. You can explore with YouTube shorts as short form is becoming the most popular video format.

UNICEF Uganda published 04 videos on YouTube in June 2023 which earned your channel 13,690 views, less than the 62,200–110,000 it usually gets in 28 days. This could be attributed to the length of the videos shared. We continue to 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. 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,

……………………………

PATRICIA BUSINGYE busingyepatricia6@gmail.com 0777905704

For and on behalf of Ultimate Multimedia Consult (U) Ltd

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[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.

[6] The percentage of visitors to a particular website who navigate away from the site after viewing only one page.