Amino, an app that offers a platform to create and find communities for any interest in the world, is seeking to address the online Arabic content gap for regional social media users as it officially launches in the region. The company is driven by the opportunity that while Arabic is the fifth most spoken language in the world, only about 1 percent of the content currently created online is in Arabic.
As a mobile-first platform that fosters social interaction around common interests, Amino expects to see a rise in user-generated content from the region, aiming to build Arabic content online.
The app provides a platform with multiple options of expression within a community – called an Amino – and allows users within an Amino to chat via text or video, upload images, videos and GIFs, post and create quizzes, and interact with people that have a shared passion for pop culture, sports or any specialized interest. Available in Arabic for users anywhere in the world, the company expects a significant increase in downloads from the Middle East region over the next 12 months as it expands its community of Aminos, bringing the region’s tech-savvy youth a platform to interact with their regional and global peers.
“In the 18 months since launching our Amino master app, we have added hundreds of thousands of communities on the platform. One of the most significant markets for us has been the Middle East, where we will be looking to grow our range of communities to serve the Arabic-speaking audience with specialized interests,” commented Carl Madi, General Manager of New and Emerging Markets at Amino.
He explained that Amino has grown to fulfill a need of providing digital citizens with a platform to build a global network of peers based on similar interests. “Whether these are around more mainstream hobbies such as football or motorcycling, or niche interests such as anime and manga or Korean pop, you can be sure an Amino exists, and in the language of your choice. The personal connections that our users build has resulted in a best-in-class average daily time spend of 70 minutes, higher than the most popular social networking platforms,” Mr Madi added.
Globally, Amino Apps has partnered with various organizations and content creators, such as influencers and bloggers to create stronger levels of engagement with an invested audience.
“Our strategy of expansion based on language rather than by geography ties back to our vision of connecting people with similar interests anywhere in the world. As a result, we already have over a million members from the Middle East, and are rapidly becoming the #1 platform for niche interests like anime, cosplay, K-Pop, and gaming. We are now expanding beyond the niche and building more localized, region-specific communities,” said Sarah Moawad, Associate Marketing Manager for MENA.
Communities are run and managed by leaders and curators from within the platform, putting the users in charge; they choose the kind of engagement and interaction options within the community, the rules of the community, and the content that is featured.
