> ## Content Index > Fetch the complete content index at: https://www.foundedbywomen.org/llms.txt > Use this file to discover other available public pages before exploring further. # Persia Samandi of Sohsh on Why Social Content Works Best When It Feels Real - URL: https://www.foundedbywomen.org/women-who-lead/persia-samandi-of-sohsh-on-why-social-content-works-best-when-it-feels-real/ - Published: 2026-10-23T09:00:40.000Z - Updated: 2026-10-23T09:00:40.000Z - Author: Editorial team - Tags: Women Who Lead Persia Samandi is the founder of [Sohsh](https://www.sohsh.co.uk/?ref=foundedbywomen.org), an iPhone content creation business that produces fast, social-ready content for business shoots, events and weddings across Sussex, Surrey, Hampshire, Greater London and beyond. After spending her 20s running social media for a prestigious hospitality ranking list, she left the corporate grind to build a company of her own. Sohsh began as a social media management business. When a client asked for a highlights reel from an event to post the next day, on a budget that ruled out a professional video team, Persia spotted a gap and pivoted to iPhone content. Three years on, she leads a growing network of Sohsh Creators, all managed from one HQ so clients get a single point of contact and a consistent standard. In this Q&A, Persia shares why she chose iPhone content, what brands most often get wrong on social, and what she would tell women thinking about building a creative business. She is currently on maternity leave, with plans to expand into new regions when she returns in January. > Know a founder (or are one) doing incredible work? **Founded by Women Awards** are open for entries. Showcase your story, gain visibility, and connect with a community of leaders. 👉 [foundedbywomen.org/awards](https://www.foundedbywomen.org/awards/) --- ### Q: You spent your 20s running social media for a hospitality ranking list. What made you start Sohsh, and why iPhone content creation? I spent my 20s running social media for a prestigious hospitality ranking list. I loved it, travelled the world and met the most amazing people, but I burnt out from the corporate grind. Approaching 30, I realised I was building someone else's empire, so I left to build my own. I've never looked back! Sohsh started out as a social media management business. A few months in, a client asked me to attend an event and produce a highlights reel for them to post the next day. They didn't have the budget for a pro video team, and certainly not one that could deliver in 24 hours. That's when I spotted the gap: fast, social-ready content on a smaller budget was a combination nobody was serving. So, I pivoted the business and focused on iPhone content creation. Don't get me wrong, there's absolutely still a need for professional photography and videography, and the ideal is having all three, each doing a different job. What iPhone content brings is speed, agility and discretion. With no heavy kit or big crew, we can slip into a moment without taking it over. At weddings we like to say we're the "extra bridesmaid with an iPhone in hand", so everyone else can focus on enjoying the day while we capture it. As the work grew, I started bringing in freelancers to take on what I couldn't manage alone. Three years on, we have a growing network of talented Sohsh Creators working on business shoots, events and weddings across Sussex, Surrey, Hampshire, Greater London and beyond. Everything is managed from Sohsh HQ, so clients get one point of contact and a consistent standard, wherever the shoot is. ### Q: What do brands most often get wrong when it comes to social content? Overthinking it! The content that works on social media nowadays is usually the stuff that feels real and a bit spontaneous, not the most polished, especially with so much AI-generated content around. Sure, there's a time to be serious, but we're all living on a spinning rock... publish the post, and have fun with it! The other mistake is thinking you have to do it all yourself, or that you need a big budget or a full-time hire to show up well online. The main thing is consistency. A content bank of ready-to-post content makes that so much easier, and it's something our creators help clients build, so there's always something to post, even in a quiet week. ### Q: What's next for Sohsh, and what would you tell women thinking about building a creative business? I'm on maternity leave at the moment, so a big shout-out to my seven-month-old son, who is currently my most demanding client! Sohsh is trucking along beautifully in the hands of my brilliant team, which I'm really proud of. When I'm back in January, the plan is to expand into new regions and grow our corporate events work, which is where I think iPhone content is about to boom. To any woman thinking about building a creative business: go for it. It's scary, but it's so worth it. You don't have to feel ready, because I'm not sure anyone ever does. Don't be afraid to ask for help, be bold, and build the business around the life you actually want. > Are you a woman leader with an inspiring story? Founded by Women elevates the voices of women making an impact. > Breaking barriers or paving the way for others? We'd love to feature you. Get in touch! 👉 [hi@foundedbywomen.org](mailto:hi@foundedbywomen.org)