Introduction
Reporting period: July 2026
ZEGA Digital: My Digital World Ethiopia is a multilingual digital literacy and online safety initiative implemented by OMNI Ethiopia in partnership with Meta. The initiative uses Facebook, Instagram and WhatsApp to provide accessible learning content adapted from Meta’s My Digital World programme.
During July 2026, the campaign generated significant national reach across social media and continued to engage learners through WhatsApp-based learning.
Key performance highlights
- 1.58M+ people reached across Facebook and Instagram
- 5.1M+ impressions generated
- 12.7K WhatsApp conversations started
- 9.4K active learners engaged with course content
- 74.1% conversion from WhatsApp conversations to active learners
- 90.6% of traffic came from Ethiopia
Social media performance
Facebook remained the strongest channel for large-scale outreach during the reporting period, generating 1.46M+ reach, 4.9M+ impressions and 22K engagements.
Instagram contributed an additional 123K reach and 221K impressions, supporting the campaign’s broader digital presence.
Across both platforms, the campaign reached more than 1.58 million people and generated more than 5.1 million impressions.
WhatsApp learning engagement
WhatsApp played an important role in converting campaign awareness into active learning.
During July:
- 12.7K users started WhatsApp conversations.
- 9.4K became active learners.
- 660 lesson completions were recorded.
- 74.1% of users who started conversations converted into active learners.
This indicates strong initial onboarding into the learning journey, while also highlighting an opportunity to improve learner retention and course completion.
Multilingual participation
The campaign continued to demonstrate the importance of multilingual digital learning content.
Learners engaged with content in:
- English – 5.8K (45%)
- Amharic – 3.3K (26%)
- Afaan Oromo – 3.5K (28%)
The participation across languages demonstrates the value of adapting digital literacy content to Ethiopia’s multilingual audience.
Geographic reach
90.6% of campaign traffic came from Ethiopia, demonstrating strong national relevance and reach among the intended audience.
The campaign also generated visibility beyond Ethiopia, contributing to awareness among audiences outside the country.
Key insights
The July results highlight four important findings:
1. Strong national awareness
The campaign reached more than 1.58 million people, demonstrating the potential of social media to deliver digital literacy and online safety messages at scale.
2. Facebook remains the strongest outreach channel
Facebook generated the largest share of reach and impressions during the reporting period.
3. WhatsApp provides an effective learning pathway
The 74.1% conversion from conversations started to active learners indicates strong initial engagement with the WhatsApp learning journey.
4. Multilingual content matters
Participation across English, Amharic and Afaan Oromo reinforces the importance of localized and accessible digital learning content.
Priorities for the next phase
Based on the July performance, the next phase will focus on:
- Improving learner retention and lesson completion through reminders and engagement nudges.
- Expanding Amharic and Afaan Oromo learning content.
- Retargeting users who started the learning journey but did not complete lessons.
- Testing Instagram-first creative formats, including short-form video and story-based content.
July 2026 Campaign Performance Snapshot
ZEGA Digital: My Digital World Ethiopia