Vol. 85: BetterHelp: Podcast power move 🎧

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Getting in your headphones

There are a handful of companies that go particularly big on podcasts. Think: Shopify, FanDuel, ZipRecruiter. But among those heavy hitters, one in particular leads the pack. 

BetterHelp has been among the top podcast advertisers in the U.S. for years. In fact, up until 2024 it was No. 1 before Amazon dethroned the online therapy platform after making a hefty increase in podcast ads spending from $5.8 million to $7.1 million. But that same year, BetterHelp also increased spending by 9%. So odds are, if you tune into an episode of your favorite podcast today, you may hear an ad read from them. 

This week, Case Studied explores how BetterHelp became the largest podcast advertiser in the U.S. and why they’re now betting on branded content.

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The Brief:

Founded in 2013, BetterHelp offers online therapy through a network of licensed professionals. It saw exponential growth during the COVID-19 pandemic, as demand for remote mental health services surged. Today, it’s one of the most recognizable names in teletherapy.

That recognition was fueled by BetterHelp pouring significant money into performance marketing, particularly podcast advertising. According to Magellan AI, the brand spent $57.8 million on podcast ads in 2024 alone.

The investments seem to be paying off. BetterHelp’s Senior Director of Marketing Brittany Clevenger told Adage said that endorsement marketing is “the strongest in the book” for the company. “So far, host-read ads have been the No. 1 driver of performance for brands like ours.”

Then, after several years of growing into one of the largest podcast advertisers in the U.S., BetterHelp shifted gears and went from buying space in someone else’s story to telling their own.

The Execution:

In April 2024, BetterHelp teamed up with Acast Creative Studios, the branded content arm of Acast, to launch their first branded podcast, Getting Better with BetterHelp. Hosted by licensed therapist Dr. Haesue Joe, it was an eight-episode podcast focused on mental health topics. 

Each episode featured a personal story from someone who experienced a common struggle, like grief and loss or imposter syndrome. Once they share, a mental health expert takes the mic to break down the topic with practical insights. 

In addition to the audio elements, the podcast also had video episodes for YouTube and an omnichannel marketing campaign. Social content was posted about it across Instagram, TikTok, and other social channels alongside other audio ads within Acast’s podcast network (which spans local and international markets).

The Results:

At time of this writing, the episodes of Mind if We Talk? are still actively being released. But is currently ranked at No. 7 on Apple Podcasts in the Health & Fitness category and has a 4.1 star rating.

Key Takeaways:

1) Podcasts aren’t just ad slots—they’re ecosystems.

BetterHelp didn’t stop at buying airtime, but by creating their own show, they moved up the content value chain. With Mind if We Talk?, they own the relationship, the format, and the conversation.

Once you find a channel that works, explore how you can own more of it. How can you expand within the channels you're already finding success in? Be open to exploring what that looks like and, if necessary, find partners who can help you execute.  

2) Match message to medium.

Mental health is a personal, often sensitive topic, which suited podcasts well. They allow for slower, more thoughtful storytelling and BetterHelp leaned into that, matching the tone of their podcast to it as well.

Every brand has specific tone requirements, so look for channels that naturally support the nuance you need to communicate your message. Can you express everything you need to in a LinkedIn post or does a newsletter feel more aligned? Find which medium is most resonant and effective and home in on it.

3) Use performance to fund brand.

BetterHelp’s podcast ad dominance gave them deep data on what worked, from formats to genres to hosts. That insight likely shaped how they built and promoted their own show.

Think about how your performance efforts can fund your brand-building bets. Start with what’s proven. Then reinvest into owning the next layer of attention.

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