News, Software

Social app Amino launches in Middle East


Amino’s associate marketing manager for the Middle East and North Africa, Sarah Moawa

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.

While Arabic is the fifth most spoken language in the world, only about 1 percent of content currently created online is in Arabic.

Amino 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 specialised interest.

Amino says that it expects to see a rise in user-generated content from the region, aiming to build a wealth of Arabic content online.

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.

Carl Madi, Amino’s general manager of new and emerging markets, said, “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 specialised interests.

“Amino has grown to fulfill a unique 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.”

Associate marketing manager for the Middle East and North Africa Sarah Moawad, said, “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 number one 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.”

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.

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