Soona Raises $10.2M to Simplify Remote Photoshoots & Videography

Soona Secures $10.2 Million in Series A Funding

Soona, a company focused on providing content solutions for the expanding e-commerce market, has announced the completion of a $10.2 million Series A funding round. This investment was spearheaded by Union Square Ventures.

Evolution of Soona's Business Model

Initial coverage of Soona in 2019 highlighted a business model centered around rapid photo and video production, delivering assets within 24 hours. While the company maintains studio locations in Austin, Denver, and Minneapolis, a significant shift occurred during the pandemic.

Co-founder and CEO Liz Giorgi explained that Soona transitioned to a completely virtual and remote operational structure. Customers now submit their products to Soona, and then participate in the shoot remotely, providing real-time feedback. Payment is based solely on the selected photos ($39 per image) and video clips ($93 per clip).

Remote Operations and Scalability

A noteworthy aspect of Soona’s adaptation is the increasing prevalence of remote work within its team. Approximately 30% of the company’s photographers and crew now operate from their homes.

To date, Soona has served over 4,000 clients, including well-known brands like Lola Tampons, The Sill, and Wild Earth. The company experienced a remarkable 400% revenue growth in the previous year.

Giorgi believes that even with the return of larger, in-person shoots, this remote approach remains advantageous for many businesses.

“Every product sold online necessitates visual content, but not all visuals demand extensive, all-day shoots,” she stated.

Benefits of the Remote Model

Giorgi emphasized that Soona’s remote methodology has enabled a “new level of scalability.” She further noted that the remote experience is often more efficient and enjoyable than traditional shoots.

“Avoiding the need to fly a brand manager from a location like Miami to spend an entire day at a New York warehouse eliminates significant costs and reduces the strain on all involved,” Giorgi added.

Future Plans and Investment Use

This Series A funding follows a previous $1.2 million seed round. Giorgi indicated that the new capital will be used to develop a subscription-based product offering enhanced collaboration features and data-driven insights into effective visual content.

“Our goal is to establish ownership of the entire visual ecosystem within e-commerce,” she explained.

Commitment to Values and Inclusivity

Soona continues to uphold its “candor clause,” which requires investors to disclose any prior complaints of sexual harassment or discrimination. This clause has been broadened to encompass complaints related to racism, ableism, and anti-LGBTQ discrimination.

“This clause serves as a filter, preventing problematic individuals from participating, but more importantly, it fosters a stronger connection between investors and the founder,” Giorgi said. “It allows for open discussions about shared values and a commitment to equality and justice, particularly when considering equity and the cap table.”