Product and culture / Bteekh
Building for MENA internet culture
Co-founding and product work for Bteekh, a user-generated content platform for MENA audiences.
- Role
- Co-founder and product lead
- Timeframe
- Dates not publicly available
- Services
- Product strategy · Audience insight · Content systems
The outcome
A product model shaped around participatory culture, regional humor and what people choose to share.
The situation
Bteekh was built around the way people in MENA participate in internet culture. The product needed to make sharing feel natural while giving user-generated memes, GIFs and videos a place to travel.
The work
Eslam co-founded the platform and led product work. The practice joined editorial instinct with product loops: what earns a share, what brings someone back, and how a regional audience gives an object meaning.
What the record shows
Bteekh’s documented reach ran to hundreds of millions of monthly impressions. The public account does not attribute that reach to a single cause, and detailed analytics and dates remain confidential.
The lasting lesson is that participatory products are cultural systems. Their growth depends on the reasons people share, not only on the features that make sharing possible.