What is the Hims marketing strategy?

The Hims marketing strategy spends a dollar for every twenty cents of new customer revenue to claim channels first. See what a smaller brand can copy.

Dennis Ksendzov

Founder · November 13, 2026 · 3 min read

Hand-drawn sketch of Hims marketing strategy: Claim channels first to Spend past revenue to Returning customers pay

The Hims marketing strategy is to spend far past what a new customer brings in, claim ad channels before anyone else can, and let returning customers pay it back. (Marketing Operators)

Creators feed those channels: Hims & Hers turns creator content into paid posts that are boosted. (Brand Innovators)

So for every 20 cents they get from new customers, they spend a dollar.
Marketing Operators

How much does Hims spend to get a new customer?

Set ad spend by what a customer is worth over years

Marketing Operators puts it at $5 in ads per $1 of new customer revenue, which only nine years of returning customers allows. (Marketing Operators)
Retention quoted in public: 25% stop their GLP-1 on the platform by six months, versus up to 80% in published studies. (Hims)

All Hail Cullen's YouTube video sponsored by Hims, July 2025

On March 9, 2026, Hims and Novo Nordisk ended their patent lawsuit and agreed to sell Ozempic and Wegovy on the Hims platform.
People who come in for a GLP-1 end up on hair loss medication too, the cross sell that makes the funnel pay. (Hims)

Do that sum on your own repeat buyers first.

Where does Hims run its ads?

Fill one channel, then move to the next

Marketing Operators says Hims treated saturating Meta as a completed objective: need hair loss or ED pills, and it has already hit you. (Marketing Operators)

if you take a look inside ad Clarity and you order their social ads by spend you'll see that the ads they put the most budget behind aren't necessarily ugc style at all

Marketing Operators guesses Hims and Hers now spend more on linear, CTV and YouTube than on Meta and Google. (Marketing Operators)
Hims launched in Australia on September 1, 2026.
Its video ads include UGC style ads filmed on a phone in portrait. (Exposure Ninja)
Exposure Ninja said the Ad Library shows which ads Hims runs, not what it spends.

Look up your closest rival's live ads before you choose your next channel.

How does Hims use influencers?

Turn one off posts into a program creators stay in

Hims & Hers: At Hims & Hers, in the early days of Instagram influencers, men danced in the shower with the shampoo bottles for free, and the brand later made TV ads and subway billboards from it.
Hims & Hers told Brand Innovators it was building its first influencer ambassador program, modelled on Team Pixel at Google, to end one off transactional posts. (Brand Innovators)
Targets are micro and macro influencers with a connection to the conditions, with events in LA and New York and a big gifting box as perks. (Brand Innovators)
A YouTube video says Hims has almost half a million followers and 7.5 million likes, yet many of its TikToks do not perform well. (youtube.com)
The truth: The team behind Hims and Hers says it can go badly wrong. If there is no real story tying the celebrity to the product, and it is not solving something they actually use day to day, the deal falls flat.

List the creators who already use your product and invite them first.

More on this:

Who can run a creator program like this for my brand?

All of this needs someone on it every week, and that is what brands hire us to do.

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.