IN-DEPTH ANALYSIS OF REACH, ENGAGEMENT, AND IMPACT OF UNICEF UGANDA ONLINE MESSAGES FOR FEBRUARY 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 February 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 March 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.
- UNICEF UGANDA WEBSITE POSTING
During the month of February 2024, UNICEF Uganda published five (05) articles.
https://www.unicef.org/uganda/stories/new-beginning-joy-and-struggle-adolescents-reclaiming-their-right-education A new beginning: The joy and struggle of adolescents reclaiming their right to education (Views: 78, Users: 68, Views per user: 1.5, Average engagement time: 1m03s)
https://www.unicef.org/uganda/stories/climate-change-advocates-transform-communities-more-sustainable-future Climate change advocates transform communities for a more sustainable future (Views: 93, Users: 56, Views per user: 1.66, Average engagement time:1m33s)
https://www.unicef.org/uganda/stories/rachels-strength-she-navigates-trials-motherhood-hope-and-support Rachel’s strength as she navigates the trials of motherhood with hope and support (views: 86, Users: 56, Views per user: 1.54, Average engagement time: 1m19s)
https://www.unicef.org/uganda/reports/sustaining-gains-education-sector-popular-version-non-technical-readers Sustaining the gains in the Education sector (POPULAR VERSION FOR NON-TECHNICAL READERS) support (Views: 37, Users: 27, Views per user: 1.37, Average engagement time: 41s)
https://www.unicef.org/uganda/stories/government-uganda-unicef-and-partners-roll-out-system-track-schools-better-services Government of Uganda, UNICEF and partners roll out system to track schools for better services. (Views: 147, Users: 109, Views per user: 1.33, Average engagement time: 1m23s)
- ONLINE ARTICLES MENTIONING UNICEF
UNICEF Uganda was mentioned 18 times in 1,006 children andchildren-related articles in online publications. Below are links, titles, and interaction metrics (where possible) to articles where UNICEF is mentioned:
- https://reliefweb.int/report/world/14-billion-children-globally-missing-out-basic-social-protection-according-latest-data 1.4 billion children globally missing out on basic social protection, according to latest data
- https://ugreports.co.ug/how-changing-youth-perceptions-can-transform-agriculture-in-uganda/ How changing youth perceptions can transform agriculture in Uganda (Views: 37)
- https://www.monitor.co.ug/uganda/news/national/teacher-absenteeism-persists-despite-e-inspection-says-report-4530868 Teacher absenteeism persists despite e-inspection, says report
- https://pctechmag.com/2024/02/airtel-unicef-propose-to-accelerate-digital-learning-in-uganda/ Airtel, UNICEF Propose to Accelerate Digital Learning in Uganda
- https://nilepost.co.ug/news/189299/access-to-technology-has-intensified-research-aided-better-results-school-heads-say Access to technology has intensified research, aided better results, school heads say
- https://www.newvision.co.ug/category/family/un-agencies-step-up-efforts-to-promote-breast-NV_181790 UN agencies step up efforts to promote breastfeeding in Africa (Views: 43)
- https://www.pmldaily.com/news/2024/02/how-digital-revolution-is-empowering-students-at-underserved-schools-in-uganda.html How digital revolution is empowering students at underserved schools in Uganda (Views: 98 Shares: 12)
- https://bnnbreaking.com/breaking-news/education/bridging-the-digital-divide-the-complex-challenge-of-teacher-absenteeism-in-uganda Bridging the Digital Divide: The Complex Challenge of Teacher Absenteeism in Uganda
- https://reliefweb.int/report/uganda/unicef-uganda-humanitarian-situation-report-no-6-january-december-2023 UNICEF Uganda Humanitarian Situation Report No. 6: January-December 2023
- https://www.pmldaily.com/news/education/2024/02/airtel-uganda-rewards-best-ple-performers-ahead-of-new-school-term.html Airtel Uganda rewards best PLE performers ahead of new school term (Views: 120 Shares: 14)
- https://chimpreports.com/airtel-uganda-rewards-top-ple-performers-with-secondary-school-start-up-kit/ Airtel Uganda Rewards Top PLE Performers with Secondary School Start-Up Kit
- https://nilepost.co.ug/news/187367/airtel-rewards-top-ple-performers-with-secondary-school-start-up-kit Airtel rewards top PLE performers with secondary school start-up kit
- https://www.youtube.com/watch?v=g5DDQTjpu1o Airtel Edduukiridde Amasomero, Gaweereddwa Ebikozesebwa, Omubaka Nanyondo naye Adduukirdde Abayizi (Views: 34, Likes: 2)
- https://www.monitor.co.ug/uganda/news/national/ntoroko-schools-yet-to-rise-from-flood-ruins-as-first-term-opens-4514376 Ntoroko schools yet to rise from flood ruins as first term opens
- https://www.newvision.co.ug/category/report/fgm-survivors-are-resilient-powerful-agents-o-NV_180636 ‘FGM survivors are resilient, powerful agents of change’ (Views: 149)
- https://www.techafricanews.com/2024/02/01/airtel-uganda-awards-top-students-fostering-education-and-community-development/ Airtel Uganda Awards Top Students, Fostering Education, and Community Development
- https://redpepper.co.ug/airtel-uganda-rewards-top-ple-performers-with-secondary-school-start-up-kit/133486/ Airtel Uganda Rewards Top PLE Performers with Secondary School Start-Up Kit
- https://reliefweb.int/report/world/14-billion-children-globally-missing-out-basic-social-protection-according-latest-data 1.4 billion children globally missing out on basic social protection, according to latest data
- SOCIAL MEDIA
In this part, we analyze how your major social media platforms performed throughout the month of February 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, The NAM Summit 2024, Immunization, Climate Change, Digital Learning, Vaccination among others, and tagged them with the hashtags #educationday #letmelearn #foreverychild #kolibri #airtel #girlsempoweringgirls #namsummitug2024 #sdgs #uganda #climateactionnow” #onmymind #investinginugchildren #investinugchildren #internationaldayofeducation #everychild among others.
Summary: Cumulative Social Media Performance Metrics: Impressions, Reach, Engagement, and Likes (January – February 2024)
| Platform | IMPRESSIONS | Reach | ENGAGEMENT | LIKES | |
| January | 4,484,428 | 2,295,518 | 68,238 | ||
| February | 5,139,436 | 2,356,899 | 47,966 | ||
| Total | 9,623,864 | 4,652,417 | 116,204 | *164,028 | |
| X | |||||
| January | 2,697,454 | – | 86,948 | 19,855 | |
| February | 1,176,293 | – | 19,998 | 8,692 | |
| Total | 3,873,747 | 106,946 | 28,547 | ||
| January | 419,860 | 182,681 | 607 | 511 | |
| February | 691,800 | 241,653 | 932 | 695 | |
| Total | 1,111,660 | 424,334 | 1,539 | 1,206 | |
| January | 43,942 | 14,850 | 2,262 | 721 | |
| February | 30,194 | 10,163 | 1,457 | 644 | |
| Total | 74,136 | 25,013 | 3,719 | 1,365 | |
| YOUTUBE | comments | Likes | Views | ||
| January | 65,656 | 839 | 0 | 3 | 11,717 |
| February | 83,420 | 8,830 | 2 | 18 | 87,289 |
| Total | 149,076 | 9,669 | 2 | 21 | 99,006 |
2.1 FACEBOOK – KEY FINDINGS
- Audience growth
UNICEF Uganda’s Facebook page has a total of 164,028 likes and 216,385 followers as of 29th February 2024.
- The UNICEF Uganda Facebook page likes decreased by 64from 164, 092 in January to 164,028 in February.
- Page followers also decreased by 25 from 216,410 in January to 216,385 in February.
The graph below shows the number of fans gained and lost in the month of February 2024.
- Facebook Page Impressions
UNICEF Uganda’s Facebook page had a total of 5,139,436 impressions[1]; 78,602 were Organic, 5,055,310 were on Boosted posts while 5,524 were Viral impressions[2].
The graphic below shows UNICEF Uganda’s Facebook page impressions per day for the month of February 2024. Sunday, February 11, 2024, had the highest impressions of 528,644 boosted, 6,238 organic, and 361 Viral.
c) Facebook Reach and Impressions Metrics
Below is a breakdown of the February 2024 reach and impression metrics
Your Facebook page reach increased by 2.67% in February 2024 from that recorded during the month of January 2024.
d) Page Engagement in terms of Impressions and Post Clicks
| Total Post Reach[3] | Page Visits | Engaged Users | Enagements | Total |
| 2,100,294 | 7,100 | 69,869 | Reactions | 35,584 |
| | ||||
| Clicks | 11,900 | |||
| Links 4,934 Photos 6,966 Videos 0 | ||||
| Comments | 197 | |||
| Private messages | 242 | |||
| Shares | 43 | |||
| Total engagement | 47,966 | |||
| Total Impressions: | 5,139,436 | Engagement rate per impression | 61% | |
- 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 Sunday, 11th February 2024 (592)
- 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 93 representing a variation of 57.6% compared to Jan 1, 2024 – Jan 31, 2024
- 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
g) 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 + 14.6%
Total post reach (number of people your December posts were served to) was 2,100,294.
- Your page reached the highest number of people on Sunday, February 11, 2024 (499,859).
h) Top Facebook posts by reach in February 2024
i) Top Facebook posts by engagement in February 2024
j) Loyalty
You got +116 net followers this period. Your net followers are -3.33% from January.
2.2 X REACH AND ENGAGEMENT OVERVIEW | @UNICEFUganda
- X Activity Overview
b) Publishing behavior (Number of Posts and Replies)
In February 2024, UNICEF Uganda published 44 posts. These did not change as those published in January.
The figures below show metrics of the engagement generated from your X posting behavior. The total impressions decreased by -59.4% from those registered in the month of January.
c) X Engagement Metrics
| Engagement Metrics | Totals | The number of engagements decreased by -77% since January 2024. |
| Impressions | 1,176,293 | |
| Total engagements | 19,998 | |
| Replies | 139 | |
| Reposts | 653 | |
| Likes | 8,692 | |
| Engagements per follower | 1 | The number of Impressions per post decreased by −56.4% since last month |
| Impressions per Follower | 16 | |
| Engagements per post | 454 | |
| Impression per post | 26,733 |
- Top posts published in February 2024
Links to the top posts:
- https://twitter.com/UNICEFUganda/status/1762854972843065555
- https://twitter.com/UNICEFUganda/status/1763201828269785262
e) Twitter video activity February 2024
In February 2024, two (02) new videos were published, marking an increase of one (01) compared to the previous month. The videos got 12,982 views in total, with viewers spending a combined 5,315 minutes engaging with the content. On average, your viewers watched 154 minutes per day
Link to the posted video:
- https://twitter.com/UNICEFUganda/status/1760705106155028858
- https://twitter.com/UNICEFUganda/status/1754894128096125350
Hashtag performance
The hashtag #InvestInUGChildren performed as seen below;
The hashtag #BestStartInLife performed as seen below;
- LINKEDIN PERFORMANCE FEBRUARY 2024
3. CONCLUDING REMARKS & RECOMMENDATIONS
| In February 2024, there was a significant improvement in most Facebook key metrics. The total Facebook impressions were 5,139,436 during the month of February marking a + 14.6% increase from January. Additionally, your Facebook page reach increased by 61,381 from 2,295,518 in Januaryto 2,356,899 in Februaryrepresenting an increase of 2.7% Despite improvements in key metrics, the number of fans on your Facebook page has continued to decline, with a loss of 64 fans this month. We continue to encourage you to actively engage with your audience to foster and maintain a strong relationship, and tag similar agency accounts or partners whenever possible. | |
| x | With 44 posts published, your X activity experienced a decline in key metrics. X impressions and engagement were 1,176,293 and 19,998 marking a decrease of -59.4% and -77% respectively. Two (02) new videos were published. The videos got 12,982 views in total, with viewers spending a combined 5,315 minutes engaging with the content. On average, your viewers watched 154 minutes per day. |
| Website | During the month of February 2024, we noted that you published five (05) new articles on your website. There was a notable improvement in key website metrics. Page Views increased by 7,274 from 11,157 in January to 18,431 in February 2024. |
| In February 2024, there was a decline in your LinkedIn page performance, with 26 posts published, total engagement increased from 2,262 in January to 1,457 interactions in February 2024, representing a decrease of -35.6% Reach and impressions also decline as compared to the month of January. The total number of users reached decreased from 14,850 in January to 10,163 in February 2024 representing a decrease of -31.4% while impressions also declined to 30,194 from 43,942 in January 2024 representing a percentage increase of -31.1% |
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
[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.
[3] Post Reach refers to the unique number of users who see your individual post on Facebook. It includes both organic reach and paid reach
