The big-creator list that converted worse

The big-creator list that converted worse
Everyone says "target the biggest accounts — bigger reach, better deal."
Myth. A DTC brand split outreach: 500 creators over 200k followers, 500 between 8k and 40k. Big accounts: 4% reply, 1 deal, both inbox-managed by agents. Mid accounts: 19% reply, 14 deals, all direct. The large creators were drowning in identical pitches and had a gatekeeper filtering everything. It's not reach that makes a list worth working — it's reachability. A creator who reads their own DMs and isn't pitched daily converts an order of magnitude better than a celebrity's assistant.