In a region where traditional media often fails to reflect the concerns of its younger population, Be-Siyessah has positioned itself as a bold alternative — a digital media startup amplifying the voices of Tunisia’s youth and underserved communities. With its sharp, satirical video series, data-driven visual journalism and grassroots storytelling, the Manouba-based platform has become a catalyst for civic engagement and cultural dialogue in North Africa’s evolving media space.
Behind this movement is Fedia Ayari, co-founder and Chief Operating Officer of Be-Siyessah. Trained in biomedical engineering but driven by a passion for storytelling and social justice, Ayari represents a new wave of entrepreneurs who blend technical discipline with creative vision. Her leadership has helped build not just a company, but a space, one where authenticity, inclusion and impact shape the future of information in Tunisia.
A Foundation in Science, A Calling in Storytelling
“I was born and raised in Tunisia, where I originally pursued a degree in Biomedical Engineering,” Fedia begins, her words deliberate, layered with memory and momentum. “While the scientific field shaped my analytical and problem-solving skills, I was always fascinated by storytelling, media and the potential of entrepreneurship to drive social change.”
Her transition wasn’t a pivot, it was an evolution. Engineering gave her tools but storytelling gave her voice. That voice found a natural partner in Saif Eddine Naffeti, a former lawyer turned video journalist. Together, they co-founded Be-Siyessah with a shared mission: to disrupt, democratize and reimagine the Tunisian media space.
“I manage partnerships, strategy and investor relations as COO, while Saif oversees content and technical production,” she explains. “We share the same mission: to build a platform that gives voice to the unheard, especially youth and marginalized communities in Tunisia.”
Building Be-Siyessah
The gap in Tunisia’s media landscape was glaring and personal.
“We launched Be-Siyessah because we saw a huge gap in the media landscape — one that failed to engage young people or represent their real concerns,” says Fedia. “Traditional media in Tunisia often overlooks or oversimplifies social and political issues, especially those affecting marginalized communities.”
Be-Siyessah emerged as more than a publication, it became a movement. Producing satirical videos, hard-hitting podcasts, bite-sized documentaries and punchy infographics, the platform connects Tunisia’s digital generation to complex realities in ways that are accessible, relatable and deeply resonant.
Based in Manouba, their headquarters is more than a studio. It is a multimedia hub, a training ground, a collaboration space. “Our core team consists of 6 to 10 people, depending on the projects, with a broader network of freelancers and contributors from across Tunisia,” she notes. “We’ve built a multimedia hub that also trains and collaborates with young creators.”
Adapting to a Shifting Landscape
The digital tide in Tunisia has shifted and so has the perception of media itself.
“The digital media space in Tunisia has evolved rapidly, especially with increased internet access and mobile usage among youth,” she reflects. “In the early days, many saw alternative media as ‘amateur’ or politically risky but now there’s growing recognition of its influence.”
To stay relevant, Fedia and her team have embraced agility as both a mindset and a strategy. “We focus on constant experimentation: testing new formats, using audience feedback loops and staying close to grassroots realities.”
This approach is not without risk but it is the only way to remain vital. “We also collaborate with tech partners and social movements to remain both innovative and grounded in local relevance.”
Obstacles, Harassment and the Armor of Resilience
The path of an impact-driven entrepreneur is rarely smooth, especially in politically sensitive spaces.
“One of the biggest challenges has been navigating sustainability in a sensitive media environment,” Fedia admits. “As a startup producing socially engaged content, we’ve faced censorship pressures, online harassment and funding gaps especially as a woman in leadership.”
But her response has never been retreat. It’s been resilience.
“We’ve learned that resilience, values and community are essential. Building trust within our team and audience has helped us navigate uncertainty.”
Protection isn’t just a policy, it’s a practice. “We’ve also developed agile systems to protect our team and ensure continuity, even under pressure.”
Humor as a Weapon
Among Be-Siyessah’s proudest achievements is a project that uses satire to slice through silence.
“One of our flagship projects is ‘Al-Maqmu’een’ in partnership with EED, a satirical video series that critiques political repression through sharp humor and relatable narratives,” Fedia shares.
The series did more than entertain, it provoked. It ignited national conversation and connected with young people across Tunisia. “The series sparked national conversation and resonated deeply with Tunisian youth.”
Its success crossed borders. “Thanks to our growing impact, we’ve been invited to present our model in international forums and regional exchanges.”
A Personal Mission for Equity
Fedia’s work doesn’t end with Be-Siyessah. Her commitment extends into mentorship, advocacy and digital justice.
“I’m actively involved in mentoring young women entrepreneurs through regional initiatives. I’m also engaged in programs that promote internet freedom and digital rights across the MENA region.”
This work is not a side note, it’s part of her larger mission. “We believe freedom of expression and digital inclusion are essential for sustainable development.”
Advice for the Dreamers
Fedia’s message to aspiring entrepreneurs is as practical as it is profound.
“Start small but start strong. Focus on your mission and your audience, not perfection. Use the tools you have, even a phone can be a studio today.”
But her most valuable lesson lies in the intangible. “Understand the power of community and storytelling. Authenticity and impact matter more than polished visuals or high budgets. Finally, don’t be afraid to challenge norms, that’s often where innovation starts.”
AI, Inclusion and a New Wave of Creators
The future of Be-Siyessah is both high-tech and deeply human.
“We’re very excited about using AI for multilingual content adaptation, particularly to reach Arabic-speaking and African audiences with inclusive and accessible formats.”
They are also opening the doors wider. “We’re launching a training and co-production program this year through our Manouba media hub, where we’ll support marginalized youth in producing their own stories using podcasting, video and visual journalism.”
A Leadership Rooted in Trust
Fedia Ayari has never sought power for its own sake. She has sought to empower through listening, creating and leading differently.
“The most powerful lesson I’ve learned is that leadership is about trust and empathy. As a woman entrepreneur in a male-dominated field, I’ve had to lead with both strength and vulnerability.”
At Be-Siyessah, leadership is not hierarchical. It is collective, intentional and alive. “We value collaborative leadership, it’s how we’ve built a safe and dynamic space for young people to express themselves freely, take creative risks and grow professionally.”
She doesn’t just build platforms. She builds people.
“In uncertain contexts, that kind of leadership is not just ethical, it’s essential.”
