A four-person team, a catalogue going back to 1984

Latico Leathers has been making bags since 1984. That is forty-plus years of product, and a catalogue deep enough that there is always something worth posting about. What there is not is a large social team. Four people run it.

That number is the whole story. At four people, every hour spent scrolling for reference is an hour not spent shooting, editing or shipping. The bottleneck was never ideas about the brand. It was the research step in front of them.

What the research step actually costs

The job is not “find good videos”. Anyone can find a video with a big view count. The job is to find the posts that did unusually well for the account that published them, work out what made them work, and hand the editor something specific enough to shoot from.

Done by hand that means opening account after account, scrolling past everything ordinary, guessing at what counts as a strong post without knowing what normal looks like for that account, and then translating a vague impression into a brief someone else can act on.

Every one of those steps is judgement, and every one of them is slow. It is also the step most easily skipped when the week gets tight, which is when the content starts looking like everyone else’s.

Measured against the account, not against the internet

The part that matters most is the least visible. A post with 400,000 views from an account that averages 500,000 is a below-average post. A post with 40,000 views from an account that averages 4,000 is a breakout.

Raw view counts hide that completely. Vamos measures each post against what that account normally gets, so what surfaces is the outlier rather than the biggest number on screen. For a small team that is the difference between studying something that worked and studying something that was merely popular.

From there it reads the post rather than just ranking it: the hook, how the video is built, what the comments actually reacted to. The output is an explanation, not a leaderboard.

From finding to a direction the editor can shoot

Latico does not publish what comes out of Vamos. The output is a direction — a format, an opening, an angle — that has to fit a leather goods catalogue and the audience that buys from it.

The editor shoots from that. The judgement about what suits the brand, what the product can actually carry, and what Latico would never say stays with the team. The research narrows the decision. It does not make it.

“There are four of us doing social for a brand that has been making bags since 1984. The research keeps our editor supplied with directions he can shoot from, and it runs about ten times faster than we managed by hand.”

Ben Schreiber, Head of Marketing, Latico Leathers

What the 10x covers, and what it does not

Ten times faster describes the research step. It is not a claim about sales, engagement, or the performance of anything Latico publishes, and it is not a claim about total production time — filming and editing take exactly as long as they did before.

It is also Latico’s own figure for Latico’s own workflow, self-reported. A team that already had a fast research process would not see the same multiple. A team doing it by hand across several accounts a week probably would.

Why it stuck

Latico has been active in Vamos across 94 days, with over two thousand messages in that window. That is not a trial. It is a research step that got absorbed into how the team works, which is a harder thing to earn than a good first session.

How to run the same workflow

Add the accounts worth watching to a Watchlist — competitors, adjacent brands, and creators your audience already follows. Twenty accounts is enough to see a pattern; a hundred is noise.

Ask for outliers rather than top posts: which posts in the last thirty days did unusually well for the account that published them, and why. The “and why” is the part that turns a list into a direction.

Take the lesson, not the post. The angle, the opening and the structure carry across. The story, the wording and the claims have to be yours or the content stops being about your brand.

Then put the recurring version on a Routine so the research arrives before the week starts, rather than being the thing that delays it.