Why Tastemaker Collaborations Work
Real Reach
Tastemaker moments with @leandramcohen that quietly convert.
At Folta Consulting, we work with brands that grow through intention rather than noise. Real results, not just reel results are essential, especially when building for the long term. When we discuss tastemaker collaborations, we’re not just referring to aesthetics or reach. We’re talking about performance, audience alignment, and long-term brand value.
One of the most common questions we get when introducing the tastemaker strategy is:
“Does it actually drive results?”
Start by looking at audience alignment!
Tastemakers aren’t just people with good taste. They can place a product into a cultural context. They don’t sell the product. They wear them. They use it. And their audience listens, not because they’re influenced, but because they trust the source.
Leandra Medine, a well-known writer, founder of Man Repeller, and a voice whose personal style consistently influences what people save, screenshot, and shop. She built her following by curating fashion that felt like personal expression, not trend-chasing. Her audience isn’t just large, it’s loyal and commercially aligned with the kind of consumer brands like Sara Cristina and Carolina Bucci are built for.
Resonating with a shared audience across:
Higher-income, culture-driven women
Interest in niche luxury
Fashion-forward, but not trend-dependent
Stronger likelihood to engage with Substack, affiliate links, long-form recommendations
Image Credits: Folta Consulting
Then review what actually happened
This is where a lot of brands stop short, but it’s where the real insights begin.
Review your analytics.
Where did traffic come from?
What did people click on?
What new sessions were generated?
If you’re using affiliate platforms like ShopMy or LTK, you’ll have access to not only traffic data but also estimated media value, click-throughs, and even sales. Understanding what’s working means moving beyond impressions and into measurable outcomes.
What the data tell us
According to Statista, global Instagram influencers with 1,000–5,000 followers saw an average engagement rate of 5.6%, while accounts with over 1 million followers had just 1.3%. Smaller audiences tend to interact more, and that interaction often signals intent.
Smaller tastemakers often deliver more engagement, deeper audience trust, and more targeted reach, even if their follower count is lower.
A separate report from Trustpilot and Vogue Business found that 40% of US consumers trust expert reviews, while only 13% trust celebrity influencers.
Tastemakers, especially those with credibility and consistency, often land in the space between the two, trusted like experts, relatable like friends.
Image Credits: Leandra Medine via Instagram & Substack
Why this works
These specific kinds of collaborations land because they’re not trying to look like marketing. They offer the audience discovery, not disruption. Tastemaker content doesn’t go viral. It doesn’t need to. It also doesn’t fight for attention in a crowded ad feed; it shows up in places where people are already looking to shop or be inspired.
For brands like Carolina Bucci, this kind of exposure sits naturally next to editorial press and organic UGC (user-generated content).
For brands like Sara Cristina, it creates interest among a qualified audience that may not have found them otherwise.
Conclusion
You don’t need viral campaigns to make a brand land. You just need the right person wearing the right thing, at the right moment, in front of the right people.
References:
Chitrakorn, K. (2022). The big influencer trust issue — and the beauty brands trying to save it. [online] Vogue Business. Available at: https://www.voguebusiness.com/beauty/the-big-influencer-trust-issue-and-the-beauty-brands-trying-to-save-it? [Accessed 22 Jul. 2025].
Claudiu (2024). Tastemakers: The influencer strategy that’s changing everything. [online] Brainlabs. Available at: https://www.brainlabsdigital.com/tastemakers-the-influencer-strategy-thats-changing-everything/ [Accessed 22 Jul. 2025].
Dencheva, V. (2023). Engagement Rates among IG Influencers Worldwide 2020. [online] Statista. Available at: https://www.statista.com/statistics/992887/growth-engagement-rate-influencers-followers/.
GWI (n.d.). The Rise of Influencer Marketing: Social Media Trends in Consumer Engagement with Influencers - GlobalWebIndex. [online] www.gwi.com. Available at: https://www.gwi.com/reports/influencer-marketing.
