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By Benard Kakuru
Reach And Engagement Report February 2023

IN-DEPTH ANALYSIS OF REACH, ENGAGEMENT AND IMPACT OF UNICEF UGANDA ONLINE MESSAGES FOR JULY 2023

PREPARED BY

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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 July 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 August 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.

  1. UNICEF UGANDA WEBSITE POSTING

During the month of July 2023, UNICEF Uganda did not publish any fresh articles or press releases on the website

  1. ONLINE ARTICLES MENTIONING UNICEF

Below are links, titles, and interaction metrics (where possible) to articles where UNICEF is mentioned:

MALARIA VACCINE

  1. https://www.monitor.co.ug/uganda/news/national/who-announces-18-million-malaria-jab-doses-for-uganda-11-other-african-countries-4294558 WHO announces 18 million malaria jab doses for Uganda, 11 other African country
  2. https://www.newvision.co.ug/category/health/18-million-doses-uganda-among-12-african-nati-164333 18 million doses: Uganda among 12 Africa countries to get first-ever malaria vaccine. (4062 Views)
  3. https://www.ugandaradionetwork.net/story/uganda-among-the-first-twelve-countries-to-add-malaria-vaccine-to-routine-immunization Uganda Among the First Twelve Countries to add Malaria Vaccine to Routine Immunization
  4. https://www.unicef.org/press-releases/18-million-doses-first-ever-malaria-vaccine-allocated-12-african-countries-20232025 18 million doses of first-ever malaria vaccine allocated to 12 African countries for 2023–2025: Gavi, WHO and UNICEF
  5. https://www.who.int/news/item/05-07-2023-18-million-doses-of-first-ever-malaria-vaccine-allocated-to-12-african-countries-for-2023-2025–gavi–who-and-unicef  18 million doses of first-ever malaria vaccine allocated to 12 African countries for 2023–2025: Gavi, WHO and UNICEF
  6. https://www.thecable.ng/gavi-unicef-allocate-18m-doses-of-malaria-vaccine-to-12-african-countries Gavi, UNICEF allocate 18m doses of malaria vaccine to 12 African countries
  7. https://www.arise.tv/who-unicef-to-administer-18-million-doses-of-malaria-vaccine-to-12-african-countries/ WHO, UNICEF  To Administer 18 Million Doses Of Malaria Vaccine To 12 African Countries
  8. https://news.un.org/en/story/2023/07/1138372 More African countries to receive lifesaving malaria vaccine
  9. https://www.independent.co.ug/uganda-adds-malaria-vaccine-to-routine-immunization/ Uganda adds malaria vaccine to routine immunization
  10. https://www.dailysabah.com/life/health/who-unicef-to-deliver-18-million-malaria-vaccine-doses-to-africa  WHO, UNICEF to deliver 18 million malaria vaccine doses to Africa
  11. https://thenationonlineng.net/nigeria-missing-from-new-list-of-malaria-vaccine-beneficiaries/ Nigeria missing from new list of malaria vaccine beneficiaries
  12. https://ankoletimes.co.ug/2023/07/07/uganda-receives-major-malaria-vaccines/ Uganda Receives Major Malaria Vaccines
  13. https://www.nationallightngr.com/2023/07/07/18m-doses-of-new-malaria-vaccine-allocated-to-12-african-countries/ 18m doses of new malaria vaccine allocated to 12 African countries
  14. https://www.newvision.co.ug/category/health/health-ministry-targeting-to-immunise-19-mill-NV_164923 Health Ministry targeting to immunise 1.9 million children (53 Views)
  15. https://www.newvision.co.ug/category/health/uganda-to-receivemalaria-vaccine-NV_164648 Uganda to receive Malaria Vaccine (211 Views)
  16. https://www.thechurchnews.com/global/2023/7/14/23794985/africa-malaria-vaccines-gavi-immunization-campaign-church-donation-three-million-dollars Church donates $3 million for malaria vaccination campaign in Africa
  17. https://www.forbes.com/sites/unicefusa/2023/07/17/unicef-prepares-major-rollout-of-lifesaving-malaria-vaccine/?sh=7c2298f07497 UNICEF Prepares Major Rollout Of Lifesaving Malaria Vaccine
  18. https://reliefweb.int/report/world/gavi-must-do-more-whounicef-estimates-show-slow-childhood-vaccination-recovery Gavi must do more as WHO/UNICEF estimates show slow childhood vaccination recovery
  19. https://finance.yahoo.com/news/ahf-applauds-continued-effort-combat-050000973.html?guccounter=1&guce_referrer=aHR0cHM6Ly93d3cuZ29vZ2xlLmNvbS8&guce_referrer_sig=AQAAAJLCiJGxtHJS3d2oxvp9hfRq1nicz87mAUYuCzLxaIzEmoNk7rMpNCkz97KLiGQ1t6hMzO-Fe7Es7yIV1L7e9zU5Fz0aW8VWwDJRu8IDQ8t–e6irDQyNn8MgdHrlJDxlVplnUoIh87YaS6T2OU-8cS5JcYXz0tZE_pq1lB2YbKR AHF Applauds Continued Effort to Combat Malaria in Africa
  20. https://hejnu.ug/malaria-vaccine-included-in-routine-immunization-in-uganda/ MALARIA VACCINE INCLUDED IN ROUTINE IMMUNIZATION IN UGANDA
  21. https://www.pharmiweb.com/press-release/2023-07-20/ahf-applauds-continued-effort-to-combat-malaria-in-africa AHF Applauds Continued Effort to Combat Malaria in Africa
  22. https://www.kenyanews.go.ke/kenya-among-12-countries-to-receive-malaria-vaccine-doses/  Kenya Among 12 Countries To Receive Malaria Vaccine Doses
  23. https://allafrica.com/stories/202307120499.html Uganda to Get First-Ever Malaria Vaccine

EDUCATION

MALNUTRITION

OTHER MENTIONS

  • SOCIAL MEDIA

In this part, we analyze how your major social media platforms performed throughout the month of July 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 Malaria Vaccination, Immunization, Relief to the people of Kasese and Kisoro affected by floods, Village Health Teams, and malnutrition, Refugees education response plan, Refugee host communities, 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 – July 2023)

PlatformIMPRESSIONSReachENGAGEMENTLIKES
FACEBOOK    
January4,209,410674,880106,737 
February2,423,103702,25576,365 
March2,918,459644,22442,758 
April2,740,279885,81320,234 
May3,587,251768,04040,843 
June1,714,479602,80838,318 
July2,311,999636,74753,032 
Total19,904,9804,914,767378,287164,231
TWITTER    
January548,238–17,0793,571
February646,260–22,6165,890
March939,333–65,53125,160
April802,874–75,80325,912
May798,171–56,00419,745
June890,477–31,1577,117
July1,090,833–34,1118,266
Total5,716,186 302,30195,661
INSTAGRAM   CommentsLikes
January724,022152,7063,982473,236
February596,200144,98425,817395,871
March439,44096,4413,477391,163
April632,635111,67981017851
May648,482114,12869815596
June162,76854,07944417356
July161,62341,36769412547
Total3,365,170715,384 18612,855
LinkedInImpressionsReachEngagementLikes
January44,68914,1152,564610
February29,0688,1611,031373
March27,7359,8441,609385
April22,5297,797922259
May18,7347,314819246
June19,0147,338727250
July14,0915,163542136
TOTAL175,86059,7328,2142,259
YOUTUBE    LikesViews
January21,9142,1610256102
February123,3169,17401553690
March117,25532,64222269764
April51,1565,15219126017
May53,1361,0810032,804
June46,767—0613,690
July69,650—  29,844
Total413,54450,210354352,067

2.1       FACEBOOK – KEY FINDINGS

  1. Facebook Page Impressions

UNICEF Uganda’s Facebook page posts had a total of 2,311,591 impressions[1]; 72,271 were Organic, 2,230,933 were on Boosted posts while 8,387 were Viral impressions[2].

The graphic below shows UNICEF Uganda’s Facebook page impressions per day for the month of July 2023.

b)   Facebook Reach and Impressions Metrics

Below is a breakdown of the July 2023 reach and impression metrics

Impression metricsTotals    The total impressions are 2,311,999 representing a variation of   + 33.7% compared to   Jun 1, 2023 – Jun 30, 2023
Organic Impressions72,590
Non-Organic Impressions2,230,933
Viral Impressions8,387
Users Reached636,747
Average Daily Users Reached20,540

Your Facebook page reach increased by 5.63% from that recorded during the month of June 2023.

c)   Page Engagement in terms of Impressions and Post Clicks

ImpressionsPost EngagementsClicksPage visitsEngaged Users
2,311,59153,01714,8067,18140,643
  • 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.

  • 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 636,747.  Organic reach was 11,500 while paid reach was 625,247

Total post reach (number of people your posts were served to) was 338,943. Organic post reach was 98,892 while paid post reach was 240,081.

  • Your page reached the highest number of people on 12th July 2023 (176,428)

g)   Top Facebook posts by reach in July 2023

            h)  Loyalty You have +208 net followers this period. Your net followers are -9.96% from the previous period. 

 2.2       REACH AND ENGAGEMENT ON TWITTER @UNICEFUganda

  1. Twitter Activity Overview

b)   Publishing behavior (Number of Tweets and Replies)

In July 2023, UNICEF Uganda posted 24 tweets. These were eight (08) less than those posted during the month of June 2023. The figures below show metrics of the engagement generated from your Twitter posting behavior. The impressions increased by +22.48%.

c)   Twitter Engagement Metrics

Engagement MetricsTotalsThe number of engagements increased by +9.49% since last month
Impressions1,090,833
Total engagements34,111
Replies97
Retweets610
Likes8,266
Engagements per follower0The number of Impressions per Tweet increased by +63.38% since last month  
Impressions per Follower16
Engagements per Tweet1,421
Impression per Tweet45,451
  • Top tweets July 2023

Links to top 5 tweets:

e)   Twitter video activity July 2023

Throughout the month of July 2023, you published one (01) new video. It generated 73 views and had 1.1% completion rate.

  • 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, in the month of July 2023 there was a significant increase in the total Facebook impressions, which reached 2,311,999. This represents a notable increase of 33.7% compared to the previous month.

Additionally, your Facebook page reach also experienced an increase of 5.63% compared to June 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 July.

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.

During the month of July 2023, we noted that you did not post any new content on your website. Updating your website is crucial to maintaining an engaging online presence, showcasing your impactful work, and fostering meaningful interactions with your audience

Over the months, we have noted a continuous growth in your LinkedIn followers. Given the evident continuous growth of your LinkedIn page without any boosting, running ads now could potentially amplify our success and further accelerate follower growth, capitalising on the existing positive momentum and expanding your reach to a broader audience.

Instagram reach and impressions again experienced a significant decrease. Reach decreased by -23.51% with 41,367 individuals reached in July compared to the previous month (June). Similarly, Impressions also saw a slight decline of -0.70%, with 161,623 impressions registered. These metrics highlight a downward trend in user engagement and overall visibility on the platform during the month of July.

We observed a continued improvement on your twitter performance during the month of July, the upward trajectory continued (from previous month) with impressions reaching 1,090,833. This shows an increment of +22.48% from the previous month. Engagement witnessed a rise to 34,111 indicatingan increment of+9.49% from that of June 2023. These figures demonstrate a continued positive trend, with your content reaching a wider audience and fostering greater engagement, making it an impressive improvement from the previous month.

Your boosted tweets played a significant role in this success, earning an impressive 1,034,396 impressions and 28,669 engagements. This outcome showcases the effectiveness of your promotional efforts and highlights the potential for further success by continuing to frequently post and utilize Twitter ads.

Maintaining the practice of regularly sharing content and leveraging Twitter Ads will help you achieve even higher reach and engagement in the future. By capitalising on this positive momentum, you can continue to expand your online presence and foster greater connections with your audience.

In July 2023, you published one (01) new video on Twitter, which generated 73 views and had a 1.1% completion rate. Consistent video content creation and posting on Twitter can enhance follower engagement and reach.

We 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.

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