IN-DEPTH ANALYSIS OF REACH, ENGAGEMENT AND IMPACT OF UNICEF UGANDA ONLINE MESSAGES FOR AUGUST 2023
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 August 2023.
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 September 1, 2023, 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.
- UNICEF UGANDA WEBSITE POSTING
During the month of August 2023, UNICEF Uganda published one (01) press release four (04) fresh articles and two (02) photo essays on the website:
- https://www.unicef.org/uganda/press-releases/uganda-youth-and-children-statement-climate-action-african-climate-summit-2023 Uganda Youth and Children Statement on Climate Action for the African Climate Summit 2023 (Page Views 28, Bounce rate 78.57%)
- https://www.unicef.org/uganda/stories/play-based-learning-materials-breathe-life-learning-sessions-karamoja Play-based learning materials breathe life into learning sessions in Karamoja (Page Views 46, Bounce rate 62.96 %)
- https://www.unicef.org/uganda/stories/competency-based-assessment-skills-teachers-impact-rural-schools-western-uganda Competency-based assessment skills for teachers impact rural schools in Western Uganda (Page Views 116, Bounce rate 51.72%)
- https://www.unicef.org/uganda/stories/malnutrition-still-challenge-children-karamoja Malnutrition still a challenge for children in Karamoja (Page Views 64, Bounce rate 57.69 %)
- https://www.unicef.org/uganda/stories/polio-prevention-through-community-engagement-taking-promising-strides-kikuube-district Polio prevention through community engagement taking promising strides in Kikuube District, Uganda (Page Views 21, Bounce rate 77.78 %)
- https://www.unicef.org/uganda/stories/world-humanitarian-day-2023 World Humanitarian Day 2023 (Page Views 207, Bounce rate 71.69%)
- https://www.unicef.org/uganda/stories/children-and-youth-uganda-call-their-leaders-take-urgent-action-climate-crisis Children and youth in Uganda call on their leaders to take urgent action on the climate crisis 2023 (Page Views 03, Bounce rate 0.00%)
- ONLINE ARTICLES MENTIONING UNICEF
Below are links, titles, and interaction metrics (where possible) to articles where UNICEF is mentioned:
BREASTFEEDING
- https://www.youtube.com/watch?v=dcXQIY5CPy4 Abasawo Balabudde Abakyala Abatayonsa Baana , Abaana Baabwe Boolekedde Okukonziba (77 views, 3 likes)
- https://www.youtube.com/watch?v=K5rv2ohFX0U World breast feeding week (563 views)
- https://www.standardmedia.co.ke/health/reproductive-health/article/2001478509/mothers-milk-gives-babies-healthy-start-in-life-un-health-agencies-say Mothers’ milk gives babies healthy start in life, UN health agencies say
- https://news.un.org/en/story/2023/08/1139452 Nurturing future generations through breastfeeding
- https://www.zawya.com/en/press-release/africa-press-releases/nurturing-future-generations-through-breastfeeding-vlt4s260 Nurturing future generations through breastfeeding
CHOLERA OUTBREAK
- https://www.monitor.co.ug/uganda/news/national/cholera-kills-8-in-kayunga-4322904 Cholera kills 8 in Kayunga
- https://dailyexpress.co.ug/2023/08/01/cholera-claims-8-in-kayunga-several-admitted/ Cholera claims 8 in Kayunga, several admitted
MALNUTRITION
- https://www.forbes.com/sites/unicefusa/2023/08/03/mothers-community-volunteers-first-line-of-defense-against-child-malnutrition/?sh=796ea2d43cee Mothers, Community Volunteers Are The First Line Of Defense Against Child Malnutrition
- https://www.monitor.co.ug/uganda/oped/commentary/persistent-malnutrition-undermines-milk-surplus-story-4342738 Persistent malnutrition undermines milk surplus story
- https://www.newvision.co.ug/category/blogs/provide-subsidised-milk-to-malnourished-child-NV_168134 Provide subsidised milk to malnourished children and women (67 views)
CHARITY
- https://www.pmldaily.com/news/world/2023/08/absa-bank-uganda-afripads-hand-over-reusable-sanitary-pads-worth-ugx-20m-to-mukono-school-girls.html Absa Bank Uganda, AFRIpads hand over reusable sanitary pads worth UGX 20m to Mukono School girls (102 shares, 854 views)
- https://www.independent.co.ug/mukono-school-girls-get-boost-of-sh20m-reusable-sanitary-pads-from-absa-bank-uganda-afripads/ Mukono School girls get boost of sh20m reusable sanitary pads from Absa Bank Uganda, AFRIpads
- https://nilepost.co.ug/2023/08/18/absa-afripads-donate-shs20m-reusable-sanitary-pads-to-mukono-school-girls/ Absa, AFRIpads donate shs20m reusable sanitary pads to Mukono school girls
- https://www.thechurchnews.com/global/2023/8/17/23811733/10-million-donation-unicef-mothers-children-central-african-republic-mail-haiti-mozambique Church donates $10 million to UNICEF to help mothers and children
EUCATION AND SCHOOLS
- https://www.monitor.co.ug/uganda/news/education/innovation-creativity-key-as-stanbic-crowns-2023-schools-championship-winners-4340088 Innovation, creativity key as Stanbic crowns 2023 schools championship winners
- https://www.newvision.co.ug/category/education/govt-should-take-over-nursery-education-exper-NV_168351 Govt should take over nursery education — expert (399 views)
OTHER MENTIONS
- https://reliefweb.int/report/uganda/improving-health-surveillance-and-strengthening-healthcare-system-uganda Improving health surveillance and strengthening the healthcare system in Uganda
- https://www.newvision.co.ug/category/news/child-marriages-busia-moves-to-ban-disco-mata-NV_167964 Child marriages: Busia moves to ban disco Matanga (156 views)
- SOCIAL MEDIA
In this part, we analyze how your major social media platforms performed throughout the month of August 2023, and where necessary, offer recommendations for better performance.
We monitor performance of UNICEF Uganda social media accounts on Facebook, YouTube, Twitter, Instagram and LinkedIn. On these platforms, UNICEF Uganda sent out messages mainly on the topics of Breastfeeding, water, Immunization, Child play, Youth day, among others, and tagged them with the hashtags #investinugchildren, #foreverychild, #malaria, #malariavaccine, #wpd2023, #wpdug2023, #worldpopulationday, #everychild, #skillsrightnow, #youthskillsday, #beststartinlife, #breastfeeding, #worldbreastfeedingweek among others.
Summary: Cumulative Social Media Performance Metrics: Impressions, Reach, Engagement, and Likes (January – August 2023)
| Platform | IMPRESSIONS | Reach | ENGAGEMENT | LIKES | |
| 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 | ||
| July | 2,311,999 | 636,747 | 53,032 | ||
| Total | 19,904,980 | 4,914,767 | 378,287 | 164,231 | |
| 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 | |
| July | 1,090,833 | – | 34,111 | 8,266 | |
| Total | 5,716,186 | 302,301 | 95,661 | ||
| Comments | Likes | ||||
| January | 724,022 | 152,706 | 3,982 | 47 | 3,236 |
| February | 596,200 | 144,984 | 25,817 | 39 | 5,871 |
| March | 439,440 | 96,441 | 3,477 | 39 | 1,163 |
| April | 632,635 | 111,679 | 810 | 17 | 851 |
| May | 648,482 | 114,128 | 698 | 15 | 596 |
| June | 162,768 | 54,079 | 444 | 17 | 356 |
| July | 161,623 | 41,367 | 694 | 12 | 547 |
| Total | 3,365,170 | 715,384 | 186 | 12,855 | |
| 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 | |
| July | 14,091 | 5,163 | 542 | 136 | |
| TOTAL | 175,860 | 59,732 | 8,214 | 2,259 | |
| 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 |
| July | 69,650 | — | 29,844 | ||
| Total | 413,544 | 50,210 | 3 | 54 | 352,067 |
2.1 FACEBOOK – KEY FINDINGS
- Facebook Page Impressions
UNICEF Uganda’s Facebook page posts had a total of 4,047,888 impressions[1]; 68,104 were Organic, 3,973,406 were on Boosted posts while 6,378 were Viral impressions[2].
The graphic below shows UNICEF Uganda’s Facebook page impressions per day for the month of August 2023. August 27 2023, had the highest impressions of 590,396 boosted, 1,372 organic, and 150 Viral.
b) Facebook Reach and Impressions Metrics
Below is a breakdown of the August 2023 reach and impression metrics
| Impression metrics | Totals | The total impressions were 4,047,888 representing a variation of + 75.1% compared to Jul 1, 2023 – Jul 31, 2023 |
| Organic Impressions | 68,104 | |
| Non-Organic Impressions | 3,973,406 | |
| Viral Impressions | 6,378 | |
| Users Reached | 2,328,552 | |
| Average Daily Users Reached | 75,115 |
Your Facebook page reach increased by 265.85% from that recorded during the month of July 2023.
c) Page Engagement in terms of Impressions and Post Clicks
| Impressions | Post Engagements | Clicks | Page visits | Engaged Users |
| 4,047,888 | 52,784 | 15,936 | 8,578 | 39,024 |
- 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.
- Your brand awareness score was 116 representing an increase of 46.8% compared to the period Jul 1, 2023 – Jul 31, 2023.
- Audience Reach and Engagement demographics People reached
 The statistics above show the demographics of people reached by content posted by UNICEF Uganda’s Facebook page. Most of the people reached were males aged 25 – 34 in Uganda. Below are the user engagement demographics.
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.
 f)   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 2,328,552
Total post reach (number of people your posts were served to) was 403,197.
- Your page reached the highest number of people on 27th August 2023 (560,218)
g) Top Facebook posts by reach in August 2023
 h) Loyalty
You have +229 net followers this period. Your net followers are +10.1% from the previous period.
2.2 REACH AND ENGAGEMENT ON X (TWITTER) @UNICEFUganda
- X Activity Overview
b) Publishing behavior (Number of Posts and Replies)
In August 2023, UNICEF Uganda published 34 posts. These were 12 more than those posted during the month of July 2023.
The figures below show metrics of the engagement generated from your Twitter posting behavior. The impressions increased by +37.20%.
c) Twitter Engagement Metrics
| Engagement Metrics | Totals | The number of engagements increased by +22.63% since last month |
| Impressions | 1,497,642 | |
| Total engagements | 41,849 | |
| Replies | 152 | |
| Reposts | 791 | |
| Likes | 13,462 | |
| Engagements per follower | 0 | The number of Impressions per Tweet decreased by -3.09% since last month |
| Impressions per Follower | 22 | |
| Engagements per Tweet | 1,231 | |
| Impression per Tweet | 44048 |
- Top 5 posts August 2023
Links to top 5 posts:
- https://twitter.com/UNICEFUganda/status/1693915154331705732
- https://twitter.com/UNICEFUganda/status/1696512039735152708
- https://twitter.com/UNICEFUganda/status/1696503551785148525
- https://twitter.com/UNICEFUganda/status/1694361077813817621
- https://twitter.com/UNICEFUganda/status/1693727849805455628
e) Twitter video activity August 2023
During the period of August 2023, a total of four (04) new videos were posted. These videos collectively garnered an impressive count of 18,848 views, with viewers spending a cumulative time of 5,182 minutes engaging with the content. Your boosting efforts paid off!
Links to posted videos:
- https://twitter.com/UNICEFUganda/status/1695322343487246339
- https://twitter.com/UNICEFUganda/status/1693727849805455628
- https://twitter.com/UNICEFUganda/status/1686656269241720832
- https://twitter.com/UNICEFUganda/status/1691045247491473408
Hashtag performance
The hashtag #InvestInUGChildren performed as seen below;
The hashtag #BestStartInLife performed as seen below;
- LINKEDIN PERFORMANCE
3. CONCLUDING REMARKS & RECOMMENDATIONS
| It is worth noting that, for the second consecutive month, there was a significant increase in the total Facebook impressions, which reached 4,047,888 during the month of August. 3,973,406 of theseimpressions, were on Boosted posts. This represents a notable increase of 57.1% compared to the previous month. Additionally, your Facebook page reach also experienced a significant increase of 265.85% compared to July 2023. This improvement in reach indicates an increase in the number of unique individuals who saw your Facebook page’s content during the month of August. These numbers indicate an improvement from the previous month, demonstrating the effectiveness of the content boosting and the growing interest and engagement from the audience on issues relevant to your audiences. | |
| x (twitter) | We noted an upward trend in your X (Twitter) activity during the month of August. In comparison to the previous month, you published 12 more posts, totaling 34 posts. Notably, your tweet impressions for August reached an impressive 1,497,642, marking a substantial increase of +37.20% compared to the previous month. This growth indicates a broader reach and heightened visibility for your content. Engagement with your posts also saw a noteworthy rise, totaling 41,849 interactions. This reflects a substantial increase of +22.63% compared to July 2023, showcasing a growing interest and connection with your audience. Your boosted tweets played a significant role in this success, earning an impressive 1,415,219 impressions and 32,708 engagements. This outcome showcases the effectiveness of your promotional efforts and highlights the potential for further success by continuing to frequently post and utilize X ads. By capitalising on this positive momentum, you can continue to expand your online presence and foster greater connections with your audience. You posted a total of four (04) new video, these videos collectively garnered an impressive count of 18,848 views, with viewers spending a cumulative time of 5,182 minutes engaging with the content. Your boosting efforts paid off! Consistent video content creation and posting on Twitter can enhance follower engagement and reach. |
| Website | During the month of August 2023, we noted that you published seven (07) new content. One (01) press release, four (04) fresh articles, and two (02) photo essays. With 23,449 totalPage Views, your website audience statistics in general demonstrated a notable and positive improvement in most of the audience metrics as compared to those recorded in July 2023 when no content was posted. |
| Instagram reach and impressions experienced a significant increase. Reach increased by +1953.8% with 849,583 individuals reached in August compared to 41,367 during the previous month (July). Similarly, Impressions also saw an impressive increase of +784.75% with 1,429,966 impressions registered. The total engagement during the month of August were 913 interactions representing a variation of + 76.9% compared to the month of July. These numbers represent a substantial improvement from last month, underscoring the significance of broadening our target audience on Instagram. |
Overall, this month has witnessed a significant improvement across all social media metrics, website performance, and numbers. These positive trends underscore the importance of maintaining our current strategies and continuing to build upon our success.
However, We still encourage you to engage more with your fans and followers by responding to comments and questions to encourage users to interact and engage more 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 and Twitter 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 busingyepatricia6@gmail.com 0777905704
For and on behalf of Ultimate Multimedia Consult (U) Ltd
[1] Number of times a post from your page is displayed to users on a particular platform, whether it is clicked on or not
[2] Viral impressions refer to the number of times a post from your Facebook Page was displayed in someone’s News Feed or on their Timeline as a result of someone else sharing or interacting with your post.
