What is BetterHelp's marketing strategy?

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BetterHelp pays creators and podcasters to share real experiences, and it treats YouTube and podcasts as its anchor channels. Their performance pays for top of funnel awareness. (impact․com) (Sara Brooks)

So that's part one. very culturally relevant. And then we take it to the clinical expertise.

Sara Brooks

How does BetterHelp choose creators?

Pick for fit, not follower count

BetterHelp cares much less about subscriber or follower counts. It works with creators from MrBeast to creators nobody has heard of. (impact․com)

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BetterHelp was not only sponsoring well-known mental health creators. Each type of creator gives it a different angle to talk about BetterHelp.

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Once the creators are chosen, the next call is where their videos run.

Where does BetterHelp advertise?

Anchor on YouTube and podcasts, then count the reach

Athletic Greens ranked third among podcast advertisers by total show count, behind BetterHelp and Manscaped.

By total video views, Ground News held the top spot with 664 million views, ahead of Shopify, BetterHelp and Incogni.

BetterHelp held at 85% of its peak, and Ghost at 69%. In one tally of paid creator videos, BetterHelp had 2, and AG1, Huel and Nutrafol had 1 each.

BetterHelp offered a 10% discount to the sleepy community through betterhelp.com/sleepisaskill, a code tied to one audience. (Pendulum)

Reach is the easy part, and the harder part is what the creator says.

How does BetterHelp keep creator content credible?

Put a clinical part next to the culture part

The BetterHelp podcast format has a culturally relevant part featuring content creators and then a clinical expertise part. Mind If We Talk has podcasters and other content creators as guests. (Sara Brooks)

Kiki Rice, a college athlete vocal about her mental health, was a key partner for the Stop the Madness campaign. When a creator has a clinical question Mesa cannot answer, BetterHelp loops in its clinical team. (Sara Brooks) (impact․com)

Running creators of every size with an expert behind each is a lot of work for one team.

More on this:

• How to Choose the Right Social Media Agency to Work With
• Why is most of the content on influencer marketing so vague, unactionable, and poor?

Can someone build a program like this for my brand?

Your problem is the setup, so we build the program and the creator relationships for you.

Creators keep posting all year, without a flat fee every time. New creators ask to get in, so cold outreach shrinks. Creators share hooks and ideas, so the content gets better. Videos you can run as ads. Small creators tell you what to fix in your product.

If you have some of the steps in place, we audit what's missing in each and how to take it further.