SoMe - Innovation & Collaboration Centre

Helping businesses sell authentically through socials in the age of AI

SoMe was born out of frustration. Co-founders Sofia Kette and Louisa Para were both running ecommerce businesses and struggling with the same problem: selling on TikTok and Instagram meant producing multiple videos every single day, but each one took hours to edit or hundreds of dollars to outsource. Sofia, who previously led digitisation at Danske Bank, decided to build the solution herself. Louisa, a Meta Ads specialist with 15+ years scaling brands like Mumm and Perrier-Jouet at Pernod Ricard, joined as Co-founder and Chief Marketing Officer. AI engineer David Li, a published researcher and senior DevOps engineer, completed the founding team.

Benefits

Uses your real footage
Saves time
Understand what works and double down on it.

Technology

SoMe turns raw product footage into strategic, ready-to-post social media videos in seconds. Businesses upload their clips, define their marketing goals and SoMe handles editing, captions, formatting and scheduling across TikTok, Instagram, Facebook, Pinterest and YouTube. What makes it unique is the complete workflow in one platform: strategy, automated video editing, posting, analytics and optimisation all connected. It uses real footage rather than AI-generated avatars, which consumers and platforms like TikTok and Pinterest are actively filtering out. The platform is available on iOS, Android and web, with built-in tools like a teleprompter, comment management and a cross-platform analytics dashboard that shows what content actually drives sales.

Potential markets

SoME serves the global ecommerce market, where social commerce is worth $3 trillion in 2026 and growing 36% year on year. The company focuses on product-based businesses that rely on short-form video to sell through platforms like TikTok and Instagram. Currently operating in Australia, SoMe has plans to expand internationally into English-speaking markets, with potential to serve adjacent industries that depend on video content.

Partnering opportunities

SoME is looking to partner with marketing agencies, community builders and complementary technology platforms serving the ecommerce space. The company has established partnerships with Shopify and Meta and is seeking to build on these foundations. SoMe is also exploring collaborations with other tools in the online retail ecosystem to create a more connected experience for store owners, alongside investors who can support global growth.