Latico Leathers has been making bags since 1984. On Instagram their own product posts settle between 800 and 3,500 views, while posts from creators they partner with land between 2,300 and 25,000. Their CMO uses Vamos to work out what is landing in their niche and where the gaps are. The most useful thing in their data is not which creator is biggest. It is that the same creator, posting twice about the same brand in one week, ranged 14x apart.
The number that reframes the whole account
Latico Leathers publishes five to ten times a day on Instagram to 64,000 followers. Their own posts are product-led and short: a bag in motion, a one-line caption, a question about a colour. Those posts land between 800 and 3,500 views.
Posts from the creators they partner with land between 2,300 and 25,000.
That gap is the whole strategy, and it is why the question “which creators” matters more for Latico than almost any other decision they make on the channel. Their CMO puts the job plainly:
Vamos helps us understand what's working in our niche, what our competitors are doing, and where the gaps are. We use that insight directly in our content planning. It also makes it easy to find influencers to partner with.
Ben Schreiber, CMO, Latico Leathers
The instinct that costs brands the most money
The default move is to sort creators by follower count and work down the list. Latico's own numbers show why that fails.
Take the largest creator in their visible partner set, at 96,000 followers. She posted about Latico twice in the same fortnight. One post did 1,698 views, the bottom of her range. The other did 25,309, roughly three times her own median.
Same creator. Same brand. Same week. A 14x spread.
The 1,698 post was a face-to-camera walk-through of the bag's specs. The 25,309 post never showed her face: a scripted voiceover over lifestyle footage, opening on the idea that the bag looks like something you found at a leather market in Florence. No plane ticket, no ride to the airport. Her audience is women over 50 who follow her for fashion and travel. The second concept was built for that identity. The first was built for the product.
Creator size did not decide that outcome. The concept did.
What Latico's partner set has in common
Look across their five visible creator partners and the pattern is not reach. It is resemblance.
Follower counts run from 18,000 to 97,000. Micro to mid-tier, no macro accounts. All five are women. Four are mom-identified in their own bios. The niches cluster in three places: midlife fashion and travel, modest and size-inclusive mom fashion, and wellness for women over 40. Every one of them speaks to women roughly 35 to 60, in a personal, low-pressure register, never an aspirational one.
Which is to say: Latico's creators are not a route to Latico's buyer. They are Latico's buyer, holding the product.
That distinction changes what you look for. You are not searching for reach into a demographic. You are searching for people already inside it who happen to have an audience.
The brief matters as much as the pick
Three of the five creators mention the same feature, the key leash, either by name or by story. It also appears in Latico's own posts. It is clearly a briefing point.
But how it appears decides how it performs. One creator built a 57-second story around it: sleeping toddler in the car, karate bags, one minute to spare, and the key leash is the reason she is not digging through a bag in a car park. That post drew a comment rate above 0.6% of views, well above what product content normally earns on her account.
Another creator's Latico post generated 108 shares. That is her highest share count across everything visible on her account, where her other posts in the same window drew between zero and seven. Her post did not spike on views. It travelled on shares, which means it moved past her own followers. She opened on a tactile detail: the reason she trusts this bag more than the others she owns.
The posts that underperformed were the ones that walked through features in order.
A feature named is a spec. A feature inside a moment where it saved someone is a story. The second one is what gets shared.
How to run this yourself
Four steps, in order. Nothing here needs an agency.
One: get your own baseline first. You cannot judge a creator's post without knowing what normal looks like, for them and for you. On New chat, send: "Look at my last 30 posts and tell me which types of content are working for me and which are not. Then plan my next week around what works and write the first post in full." Then open Videos, where every card carries an outlier score in its corner, the views a post got divided by what that creator normally gets. A 5,000-view post from someone who usually gets 1,500 shows up as 3.3X. A 40,000-view post from someone who usually gets 90,000 shows up as 0.4X. The second one is the bigger number and the worse signal.
Two: find the people who are already your buyer. Open Creators, which opens on topics personalised to your account, and search the niche you want. Every card shows followers and up to three recent videos before you commit. When one of them fits, the layers icon on their card gives you Similar creators, which is how you build the list without sitting there thinking about it. Weight the ones whose own life resembles the buyer's. Ignore follower count until the end.
Three: study what worked before you brief. With those creators followed, Videos opens on Following. Set the outlier filter to five times and up and Published to the last 30 days, and every post left on the page beat its own account by at least five times. Then send: "Break down this account's last 30 videos. Tell me what to use and what to skip. Then write my version of their best one." The part that matters is what to skip. If something only worked because of who they are, you cannot borrow it.
Four: brief the moment, not the feature. Give the creator one feature and one instruction: put it inside something that actually happened to you. Do not send a spec sheet. The two best-performing posts in Latico's set were both built this way, and neither of them sounds like the brand wrote it.
And then stop doing steps one to three by hand. Save the filter as a preset so Following opens on it, and put the research on a Routine with this prompt: "Every Monday, find what's working in my niche and on my account. Write my next week of content in my voice, with the one to post first at the top." It lands in your inbox. The Weekly brief does a lighter version of the same thing for free once your own account is added and you follow at least five creators.
What these numbers are, and what they are not
The 10x Latico reports is research speed only: the time it takes to find and understand what is working. That is no claim about sales, engagement, or how their content performs, and their filming and editing take exactly as long as they did before. It is their figure, for their workflow, self-reported.
The view counts here are observed from public posts and measured against each account's own recent range. They describe what happened on those posts. They are not a promise about yours.
And one thing we cannot tell you: how Latico first found these particular creators. Whether it was inbound, gifting, outreach or paid is not on record. What Ben says is that Vamos makes finding partners easier. What the data shows is which kinds of partners have worked.
Latico's customer story, and where the 10x comes from: Latico Leathers.