Numu Capital Invests in Mintrics

Lynn Bizri, Jun 08 2017

Numu Capital, the Dubai-based VC seed fund, announced that it has invested an undisclosed amount in Mintrics – the social video analytics dashboard. Numu’s investment is geared towards supporting the Egyptian startup’s global expansion plans and further development of the technology.  

Mintrics is a social video analytics tool that provides the science behind video content creation. The tool analyzes data and gives unique metrics, charts and benchmarks that explain how the video is doing, and then gives recommendations on how to improve. Tarek Nasr and Tarek Shalaby, who run a digital creative agency called ThePlanet in Cairo, launched the startup in February 2016, after they couldn’t find a tool to measure how their creative video content on Facebook was performing, as Facebook Insights was too basic and did not dig deep into the metrics. Today, Mintrics is the only tool that analyzes compares and benchmarks videos across Facebook and YouTube using users’ tokens and not Facebook API.

To start getting their videos analyzed, users simply login to Facebook through the Mintrics website. The platform then collects all the videos from all the pages that the user manages and automatically provides color-coded metrics for each video, including total views, total read, shareability (how many shares for every 1000 views), engagement and retention. Once a user selects a video from the list, they are able to view far more detailed metrics, many of which are unique to Mintrics, and access an analysis that informs them how they can do better. Mintrics currently has three payment plans, each of which comes with a 15-day free trial, and users analyzing up to 10 videos can use Mintrics for free.

Brands and content creators that have used Mintrics to analyze their videos include the likes of BuzzfeedGoProLGDisneyAJ+FacebookAmerican Idol, and several others. Mintrics has been used to analyze 251,899 videos up to date, and has garnered 56,603,550,972 views so far. In addition to receiving an undisclosed seed fund in February, and an angel investment in June, Mintrics were also one of 72 applicants, out of 450 total, that were chosen to participate in a four-month Swiss program by Boston-based Accelerator program MassChallenge that ended in September.



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