UGANDA

IN-DEPTH ANALYSIS OF REACH, ENGAGEMENT AND IMPACT OF UNICEF UGANDA ONLINE MESSAGES FOR APRIL 2024

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 April 2024.  

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 May 1, 2024, 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 April 2024, UNICEF Uganda published five (05) articles.

https://www.unicef.org/uganda/stories/remarks-unicef-representative-uganda-launch-audiovisual-version-budget   Remarks by the UNICEF Representative to Uganda on the launch of audio/visual version of the budget (Views: 19, Users: 20, Views per user: 0.95, Average engagement time: 23s) 

https://www.unicef.org/uganda/stories/sauti-116-bolsters-government-response-violence-and-abuse-homes-and-communities-uganda Sauti 116 bolsters government response to violence and abuse in homes and communities in Uganda (Views: 53, Users: 46, Views per user: 1.15, Average engagement time:1m50s)

https://www.unicef.org/uganda/stories/remarks-unicef-representative-uganda-launch-audiovisual-version-budget Remarks by the UNICEF Representative to Uganda on the launch of audio/visual version of the budget(V iews: 19, Users: 20, Views per user: 0.95, Average engagement time:23s)

https://www.unicef.org/uganda/stories/families-forward-impact-girlsempoweringgirls Families Forward: Impact of GirlsEmpoweringGirls (Views: 19, Users: 15, Views per user: 1.27, Average engagement time: 50s)

https://www.unicef.org/uganda/stories/embracing-early-childhood-development-using-mobile-tricycle-innovation-terego-district Embracing Early Childhood Development using mobile tricycle innovation in Terego District, Uganda (Views: 18, Users: 18, Views per user: 1.00, Average engagement time:1m19s)

2. ONLINE ARTICLES MENTIONING UNICEF

UNICEF Uganda was mentioned 18 times in 1,044 children and children-related articles in online publications. Below are links, titles, and interaction metrics (where possible) to articles where UNICEF is mentioned:

1. https://www.youtube.com/watch?v=KJ1IsKVH7Sg Braille, audio visual tools now available for citizens’ budget guide (Views: 158, Likes: 2)
2. https://www.youtube.com/watch?v=3DWRpz2WTjg COU Family TV Champions Child Safe Media With Safe Screens, Safe Kid’s Campaign (Views: 51, Likes: 4)
3. https://www.youtube.com/watch?v=Om44bCEXpWE Ensuring inclusivity in the budget process – MOFPED, UNICEF launch braille & audio-visual guide (Views: 40)
4. https://chimpreports.com/citizens-guide-finance-ministry-launches-braille-audio-visual-versions-for-fy-2023-24-budget/ Citizen Guide: Finance Ministry launches Braille audio visual versions for fy 2023/2024 budget
5. https://www.monitor.co.ug/uganda/news/national/govt-gets-shs72m-braille-audio-visual-informants-4579884 Govt gets Shs72m braille, audio-visual informants
6. https://www.newvision.co.ug/category/news/first-braille-audio-visual-versions-of-citize-NV_185198 First braille audio visual versions of citizen’s guide lauched (Views: 1k)
7. https://www.independent.co.ug/visually-impaired-get-brail-version-of-budget-guide/ Visually impaired get brail version of budget guide
8. https://www.msn.com/en-xl/news/other/first-braille-audio-visual-versions-of-citizen-s-guide-launched/ar-BB1l6ISc First braille audio, visual versions of citizen’s guide launched
9. https://www.observer.ug/index.php/news/headlines/81091-2-million-visually-impaired-ugandans-to-navigate-budget-guide-in-braille 2 million visually impaired Ugandans to navigate budget guide in braille
10. https://www.newvision.co.ug/category/news/uganda-faces-scrutiny-over-child-labour-viola-NV_186014#google_vignette Uganda faces scrutiny over child labour Violations-ILO expert (Views: 141)
11. https://www.gavi.org/news/media-room/gavi-and-unicef-welcome-approval-new-oral-cholera-vaccine Gavi and UNICEF welcome approval of new oral cholera vaccine
12. https://www.newvision.co.ug/category/news/dpp-urges-prosecutors-to-uphold-integrity-NV_186458#google_vignette DPP urges prosecutors to uphold integrity (Views: 382)
13. https://www.youtube.com/watch?v=WV-92toQmmw UGANDA RANKED 7TH IN HIGH CRIME RATES: COLLECTIVE EFFORTS NEEDED TO CURB ORGANISED CRIME (Views: 41)
14. https://www.youtube.com/watch?v=QSAfqTghy9c Uganda flagged for organized crime concerns Views: 141
15. https://nilepost.co.ug/news/197116/uganda-to-introduce-national-children-play-day Uganda to introduce national children play day.
16. https://ugandaradionetwork.net/story/who-says-immunization-saved-50-million-lives-in-africa- WHO says Immunization Saved 50 million Lives In Africa
17. https://www.msn.com/en-xl/africa/other/govt-roots-for-life-skills-devt-to-combat-youth-unemployment/ar-AA1nIa0R Govt roots for life skills devt to combat youth unemployment
18. https://www.monitor.co.ug/uganda/news/national/govt-roots-for-life-skills-devt-combat-youth-unemployment-4603988 Govt roots for life skills devt to combat youth unemployment

2. SOCIAL MEDIA   

In this part, we analyze how your major social media platforms performed throughout the month of April 2024, and where necessary, offer recommendations for better performance. 

We monitor performance of UNICEF Uganda social media accounts on Facebook, YouTube, X, Instagram and LinkedIn. On these platforms, UNICEF Uganda sent out messages mainly on the topics of Girls Empowering Girls, Malaria, Quality Education, SDGs, Learning through play, WASH, Children wellbeing among others, and tagged them with the hashtags #investinugchildren, #ugplayday, #vaccineswork, #ichds, #everychild, #foreverychild, #malaria, #worldmalariaday, #️everychildhealthy, #️sdg3, #malariaday, #worldmalariaday2024, #learningthroughplay, #internationaldayofplay, #𝐿𝑒𝑎𝑟𝑛𝑖𝑛𝑔𝑇ℎ𝑟𝑜𝑢𝑔ℎ𝑃𝑙𝑎𝑦 among others.

Summary: Cumulative Social Media Performance Metrics: Impressions, Reach, Engagement, and Likes (January – April 2024)

Platform	IMPRESSIONS	Reach	ENGAGEMENT	LIKES
FACEBOOK
January	4,484,428	2,295,518	68,238
February	5,139,436	2,356,899	47,966
March	4,327,760	2,010,000	15,375
April	6,495,256	2,232,479	41,511
Total	20,446,880	8,894,896	173,090	*163,928
X
January	2,697,454	–	86,948	19,855
February	1,176,293	–	19,998	8,692
March	1,729,191	–	52,850	7,361
April	4,626,000	–	79,753	14,488
Total	10,228,938	–	239,549	50,396
INSTAGRAM
January	419,860	182,681	607	511
February	691,800	241,653	932	695
March	714,199	244,642	934	776
April	1,173,920	462,597	901	823
Total	2,999,779	1,131,573	3,374	2,805
LinkedIn
January	43,942	14,850	2,262	721
February	30,194	10,163	1,457	644
March	37,039	15,189	3,213	671
April	43,746	16,375	2,599	741
Total	54,921	56,577	9,531	2,777
YOUTUBE			comments	Likes	Views
January	65,656	839	0	3	11,717
February	83,420	8,830	2	18	87,289
March	90,008	1,144	7	2	186,963
April	73,382	1,704	1	5	7,154
Total	312,466	12,517	10	28	293,123

1. FACEBOOK – KEY FINDINGS
2. Audience growth

UNICEF Uganda’s Facebook page has a total of 163,928 likes and 217,046 followers as of 30^th April 2024. 

• The UNICEF Uganda Facebook page likes decreased by 68 from 163,996 in March to 163,928 in April.
• Page followers increased by 368 from 216,678 in March to 217,046 in April.

2. Facebook Page Impressions

UNICEF Uganda’s Facebook page had a total of 6,495,256 impressions; 129,128 were Organic, 6,357,613 were on Boosted posts while 8,515 were Viral impressions. 

The graphic below shows UNICEF Uganda’s Facebook page impressions per day for the month of April 2024. Tuesday, April 30, 2024, had the highest impressions of 1,672,687 boosted, 5,731 organic, and 544 Viral.

3. Facebook Reach and Impressions Metrics 

Below is a breakdown of the March 2024 reach and impression metrics

Impression metrics	Totals	The total impressions are6,495,256representing an increase of +50.1%Compared to 1 – 30 Mar 2024
Organic Impressions	129,128
Boosted Impressions	6,357,613
Viral Impressions	8,515
Users Reached	2,232,479
Average Daily Users Reached	74,416

Your Facebook page reach increased by 11.07% in April 2024 from that recorded during the month of March 2024.

4. Engagement

Number of interactions (reactions, comments, shares, clicks and private messages) with your Facebook page April 2024

total post reach	Page Visits	Engaged Users	Enagements	Total
3,370,553	6,798	26,225	Reactions	8,470
			Like8,374Love80Haha6Wow8Sad1Angry1
			Clicks	32,549
			Links5,695Photos7,453Videos249Other clicks19,152
			Comments	224
			Private messages	218
			Shares	51
			Total engagement	41,512 +66.3% Compared to Mar 1- 30, 2024
			Video Views	67,129
Total Impressions:	6,495,256		Engagement rate per impression	+10.7%

• 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 not. You got the highest visits on Thursday, 14^th March 2024 (397)

5. 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 124 representing a variation of +59% compared to Mar 1, 2024 – Mar 31, 2024

6. Demographics: Information about your audience: age, gender, and location 

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

7. 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 2,232,479, these increased by 11.07% from March.

Total post reach (number of people your December posts were served to) was 3,370,553. 

• Your page reached the highest number of people on Sunday, March 03, 2024 (295,091).

Top Facebook posts by reach in April 2024

Loyalty

You have +558 net followers this period. Your net followers are +39.8% from the previous period

2. X REACH AND ENGAGEMENT OVERVIEW | @UNICEFUganda
3. X Activity Overview

2. Publishing behavior (Number of Posts and Replies)

In April 2024, UNICEF Uganda published 90 posts. These increased by 53 from published in March.

The figures below show metrics of the engagement generated from your X posting behavior. The total impressions increased by 167.5%from those registered in the month of March.

3. X Engagement Metrics

Engagement Metrics	Totals	The number of engagements increased by51%since March 2024.
Impressions	4,626,000
Total engagements	79,753
Replies	300
Reposts	1,336
Likes	14,488
Engagements per follower	2	The number of Impressions per post increased by10%since last month
Impressions per Follower	24
Engagements per post	886
Impression per post	51,400

4. Top posts published in April 2024

Links to the top posts:  

1. https://twitter.com/UNICEFUganda/status/1785281714547298487 
2. https://twitter.com/UNICEFUganda/status/1785159387620790538 
3. https://twitter.com/UNICEFUganda/status/1785211297086296082 
4. https://twitter.com/UNICEFUganda/status/1783066353324167625 
5. X videos activity April 2024

In April 2024, 10 new videos were published. The videos got 28,674 views in total, 7,825 views more than those registered last month, with viewers spending a combined 6,321 minutes engaging with the content. On average, your viewers watched 211 minutes per day

Hashtag performance

The hashtag #InvestInUGChildren performed as seen below;

The hashtag #BestStartInLife performed as seen below; 

3. LINKEDIN PERFORMANCE APRIL 2024

3. CONCLUDING REMARKS & RECOMMENDATIONS

x	With 90 posts published, your X activity experienced an improvement in key metrics. X impressions and engagement were 4,626,000 and 79,753 marking an increase of 167.5% and 51% respectively.10 new videos were published. The videos got 28,674 views in total, these increased by 7,825 from those registered last month. Viewers spent a combined 6,321 minutes engaging with the content. On average, your viewers watched 211 minutes per day.
Website	We noted that you published five (05) new articles on your website. Although your Page Views decreased by 3,222 from 20,909 in March to 17,687 in April 2024, there was a slight improvement in key website metrics since last month. Your website users were 12,280 and you received 120 more new users from 11,097 registered last month to 11,217 in April.
LinkedIn	There was an improvement in your LinkedIn page performance, with 44 posts published, total engagement reduced from 3,213 in March to 2,599 interactions in April 2024, representing a decrease of 18.3%. Reach and impressions increased as compared to the month of March. The total number of users reached increased from 15,189 in March to 16,375 in April 2024 representing an increase of 8.1% while impressions also increased to 43,746 from 37,039 in March 2024 representing a percentage increase of 19.2%
Facebook	There was a significant improvement in most Facebook key metrics. The total Facebook impressions were 6,495,256 during the month of March marking a 50% increase from March. Additionally, your Facebook page reach decreased by 222,459 from 2,010,020 in March to 2,232,479 in March representing an increase of 11.07%

We continue to encourage you to actively engage with your fans and followers by responding to comments, questions, and direct messages. 

Promote interaction by tagging relevant partners and even comparators whenever possible.  Consider publishing more articles on your website that highlight your impactful work. Your continued engagement will foster a stronger connection with your audience and enhance overall user interaction 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, X and LinkedIn 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 busingyepatricia16@gmail.com 0777905704

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