News

Dubai Startup Belong Is A Social Platform With A Twist

The company has ambitious plans for growth and has already begun scaling operations in US cities.

Published

3 years ago

November 28, 2023

Nour Nasir

Belong

Startup Belong is an online social platform catering to the needs of fitness, food, travel, arts, sports, and wellness enthusiasts. The app also allows users to connect in person to attend events together.

Founders Michael Askew and Matthew Gaziano have first-hand experience of struggling to connect with the right people after living in Saudi Arabia’s capital, Riyadh, for seven years and later moving to Dubai.

“When we moved to Dubai, we were excited because the place is amazing. We expected to have a packed, endless social calendar, but when we got here, we realized we’d got to make friends first,” says Gaziano. “How do you get out, find like-minded people, and do all these fantastic things? How do you approach people? It’s not easy to go over and speak to someone in public and start talking about yourself,” he added.

The pair were inspired to design an app where “online meets offline”, helping people to break the ice and form lasting relationships out in the real world.

After launching the app in 2019, the social platform now has a user base of 350,000 and a presence in Dubai, New York, and San Francisco.

Also Read: Top 10 Best Freelance Platforms In The Middle East

Belong works by allowing users to select their interests. After that, they start posting and discussing what they have in common. The company has already secured $3.5 million in crowdfunded investments and plans to raise more funds in 2024 to crack the wider US and MENA markets.

“The UAE is a fantastic place to launch your business,” explains Gaziano. “It’s such a melting pot of cultures and nationalities, and you can really put your startup to the test here”.

The United Arab Emirates aims to become home to 20 startups valued at over $1 billion by 2031 in a bid to become a regional center for innovation and entrepreneurship. Last year, the country launched its Entrepreneurial Nation initiative to help entrepreneurs set up operations in the Emirates and support them when expanding their businesses, exporting products, and tapping into online sales.

The UAE’s digital economy is expected to reach a value of $140 billion by 2031, rising dramatically from its current $38 billion, according to a report by the Dubai Chamber of Digital Economy.

News

Instagram Now Lets You Tune Its Algorithm, But There’s One Big Catch

The new controls promise users “agency” over their feed, but asking to see more from accounts you actually follow returns an error.

Published

3 days ago

June 11, 2026

Nour Nasir

Instagram

Instagram has expanded its algorithm personalization feature to the main feed, letting users specify which topics they want surfaced more or less often in recommendations.

Instagram chief Adam Mosseri framed the change as a matter of user control. “I believe it’s in our best interest as a business to empower people to shape Instagram into something that works for them, and that people should be able to have a meaningful amount of agency over the products they spend so much time in,” he wrote on Threads.

Though it turns out that agency has limits. The controls only accept interest-based topics, such as “rescue dogs” or “parenting humor”. Requesting “posts from people I follow” returns no results, which is obviously a sore point for creators whose posts rarely reach their own audiences. Mosseri conceded the tension: “Who you follow used to be a meaningful tool people had for shaping their own experience, and as recommendations took over the main feed that tool quietly stopped working”.

Also Read: How To Find & Cancel Pending Instagram Requests

Instagram credits large language models for making its algorithms legible enough to personalize, and says it is “actively working on supporting requests for people, different moods or vibes, content types, and more” – potentially leading to a fully “bespoke” version of the app.