What good actually looks like

Most creators have no idea what normal looks like, so they can't tell whether they are doing well. We hear the same sentence constantly: "I got a reply from about one in ten brands, which is terrible." It isn't terrible. On cold outreach to brands you have no prior relationship with, one reply in ten is a strong result. The creators who quit usually quit while the numbers are working.

Outreach volume inside Scout24

These are aggregates across every account on the platform. No individual account is identifiable, and the sample size is stated with the figures so you can judge how much weight to give them.

How to read these numbers

• Median pitches per creator is low because a lot of accounts try a handful and stop. The creators who land deals sit in the upper bands, not the median.
• Brands contacted matters more than emails sent. Ten emails to one brand is one shot; ten brands is ten.
• Volume is a floor, not a strategy. Badly targeted pitches at scale still get ignored — see the pitching section.

What we deliberately do not publish

We are not publishing a platform-wide reply rate, a time-to-reply figure, or reply rates split by follower count. Replies are marked by hand inside Scout24 and by mailbox threading, which undercounts badly: most creators never come back to mark a reply. Publishing a rate off that data would be a made-up number dressed as research, and made-up benchmarks are exactly what makes creators think they are failing. When reply tracking is automatic and the sample is large enough to be honest, those figures go here.

Until then, use your own numbers as the benchmark: track your reply rate over a rolling 50 pitches inside Deals, and compare this month with last month rather than with a stranger on the internet.