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Egyptian startup Mintrics, which has developed a social video analytics dashboard that uses private APIs, has raised funding from Dubai-based venture capital seed fund Numu Capital to boost its global expansion plans and further develop its technology.

Launched last year, Mintrics allows agencies and content creators to understand exactly how their videos are performing on Facebook, YouTube, Twitter and Instagram.  Through a single dashboard, it benchmarks a subscriber’s video content against historical performance in all social channels and against industry averages.

It also determines the impact of the creative elements and the advertising spend across each piece of video content.

“The decision to invest in Mintrics was easy – this is a startup that has very high-growth potential, a very unique technology and a solid team behind it,” said Jamal Al-Mutarreb, managing director of Numu Capital.

“It’s not big news that brands worldwide are putting more money into social video than ever before. In the US alone, social video ad spend is expected to reach US$4 billion by the end of this year. With all this money, it’s absolutely imperative for brands to measure in detail.”

There are over 500,000 social videos accounting for 100 billion views analysed on Mintrics today, including BuzzFeed, Disney, AJ+, American Idol and Facebook. Mintrics has the ability to compare videos head-to-head across networks, compile seasons and campaigns into lists for comparison, and utilises a unique algorithm – the Mintrics Meter – to allow clients to understand, in one number how their video is performing

Mintrics co-founder and chief executive officer (CEO) Tarek Nasr said the traction the startup was seeing with global content publishers was a clear reflection of the rise of digital content, which is replacing linear television networks.

“The cord-cutting phenomenon continues to grow. What makes Mintrics essential to content creators and publishers around the world is it will help them understand how their content is performing, enhance their future productions and gain a real competitive advantage,” he said.

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