Home / Tech News / Egypt’s Minly raises $3.6M to connect celebrities and fans through personalized experiences

Egypt’s Minly raises $3.6M to connect celebrities and fans through personalized experiences


made a surprise appearance at two fans’ engagement party in March.n

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Minly takes a small commission on transactions made through its platform. However, theu00a0majority of the transaction price, a figure Minly didn’t disclose, goes directly to creators. And at the same time, Minly urges celebrities to automatically donate a portion of their earnings to partner charities on the platform.n

Minly’s knack for creating a personalized experience is why Pan-African VC firm 4DX Ventures invested. The firm’s co-founder and general partner Peter Orth, who will be joining Minly’s board, said the company is fundamentally changing the relationship between celebrities and fans in the MENA region. u201cThe team has both the ambition and the expertise to build a full-stack digital interaction platform that could change the way digital content is created and consumed in the region,u201d he added.u00a0n

The creator economy market surpassed $100 billion in value this year and is still growing at an impressive rate. The pace of content creation will only speed up since surveys suggest that being a YouTuber or TikTokker or the most common term, vlogger, is one the most desirable careers among Gen Zs. VC heavyweights like Andreessen Horowitz, Kleiner Partners, and Tiger Global have also heralded this growth considerably, contributing to the more than $2 billion invested in creator economy platforms this year.n

In MENA, there’s a huge opportunity for Minly. The region has over 450 million people, of which 30% are between the ages of 18 to 30. This demographic is known to have a deep connection with social media, and El-Shinnawy believes MENA will soon contribute to a large part of the total creator economy. n

For Minly, the goal is to capture a huge portion of that spend and become a multibillion-dollar, category-leading company. The creator platform has a case to do so. As it stands, the opportunity to build a creator economy one-stop-shop in MENA is huge compared to other regions that already have multiple entrenched incumbents. Also, Minly is one of the few platforms in the region with meaningful venture funding.n

u201cThe creator economy is in its infancy and growing at lightning speed. We have the opportunity to build this categoryu2019s first unicorn in MENA,u201d the CTO remarked.n

With this investment, Minly is doubling down on building local celebrity acquisition teams in Egypt and other parts across MENA and the GCC, where it has seen significant traction. The company will also scale its engineering team to churn out more products to build a horizontal creator platform.n

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In the past couple of years, we’ve seen a growing trend of creators adopting digital and social media, not just as a supplement to their media presence but also as a cornerstone of their personal brand. The pandemic has surely accelerated creator economy trends. 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