Blinx, the Dubai-based digital media startup, has made a significant impact just one year after its launch. Targeting Gen Z and Millennials across the Middle East and North Africa, Blinx has recorded impressive figures. Since its debut in September 2023, the platform has attracted 5 billion views, gathered 6.5 million followers (split between Instagram and TikTok), and generated about 125,000 social media posts.
Behind this growing success is Nakhlé Elhage, a well-known Arab journalist who led Al Arabiya for 16 years. Tareq Ahmed Al Masaood, head of Al Masaood Group, is the primary investor. In a region where two-thirds of the population is under 35, Blinx has become a powerful force in the MENA media landscape.
Elhage shared insights with Variety about Blinx’s rise and future plans.
What Sets Blinx Apart?
Blinx is a storytelling hub, not limited to being a broadcaster, network, or newspaper. Its focus lies in creating engaging stories that resonate with young audiences, regardless of the platform. Their target demographic, Millennials and Gen Zers under 35, make up the majority in this part of the world.
What’s Your Business Model, and What Are the Next Steps?
Blinx is funded through brand activation, advertorials, and product placements. Now, the focus is shifting toward attracting more investments. While they haven’t hit double-digit millions in revenue yet, they’re optimistic that this will happen soon. Moving forward, gamifying storytelling will be a key area of growth.
How Do You Produce Your Content?
Blinx’s approach to content creation is unconventional. Everyone in the company, even the security staff, is encouraged to pitch story ideas. Once a story is selected, it is transformed into multiple formats, each tailored to different platforms. This story-first approach is central to Blinx’s operation.
They’ve built a dynamic system, recruiting fresh talent from universities and training interns on the ground. The core principle they teach is to think from the viewer’s perspective, always asking, “Why am I telling you this story?” They then apply key performance indicators like updating, informing, inspiring, entertaining, and connecting with the audience.
What Kind of Stories Are Popular on Blinx?
Two main factors drive the success of Blinx’s content: the topic and the storytelling method. Political fatigue has shifted the audience’s interest toward stories that affect their daily lives. For instance, a story about Shein, the Chinese fashion retailer, garnered 16 million views on one platform and 10 million on another. Stories about health, food, wellness, gossip, and technology also resonate with their audience.
Can You Elaborate on the Shein Story?
The Shein story revolved around the quality and health standards of the brand’s products, which sparked significant interest. People are deeply invested in issues related to health, food, and overall wellness.
How Does Your Team Operate?
Blinx produces around 50 stories daily, with about 30% of them based on original reporting. The rest are a mix of material sourced from open sources or agencies, enhanced with added elements like graphics and research.
Do You Feel Pressure to Deliver ‘Solid’ News as an Experienced Journalist?
At Blinx, the goal is to combine the best of traditional and digital media. Traditional media is credible but often lacks the excitement to engage younger audiences. On the other hand, digital media is fresh and playful but may not always be credible. By blending these strengths, Blinx delivers well-researched, engaging, and entertaining stories. This approach has been key to their success over the past year.
