Numu Capital, a Dubai-based venture capital seed fund, has invested in Mintrics, a social video analytics dashboard which measures how videos are performing on Facebook, YouTube, Twitter and Instagram.

Numu Capital said in a statement that its investment will go towards Mintrics’ global expansion plans and further development of the technology. 

Through a single dashboard, Mintrics benchmarks all of the subscriber’s video content against historical performance in all social channels and against industry averages.

“The decision to invest in Mintrics was easy – this is a start-up that has very high-growth potential, a very unique technology and a solid team behind it,” said Jamal Al-Mutarreb said, 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 $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, including BuzzFeed, Disney, AJ+, American Idol, and Facebook. 

Mintrics co-founder and CEO Tarek Nasr said: “The traction we’re seeing with global content publishers is a clear reflection of the rise of digital content, as it replaces linear television networks and 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.” 

Mintrics was launched last year by veteran digital professionals Tarek Nasr and Tarek Shalaby. 

The Numu Capital portfolio also includes property portal in Egypt and Saudi Arabia, Aqarmap.com, Saudi-based ecommerce site Selvium.com, and on-demand delivery start-up Bosta.