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28 July 2025
BetterHelp is a digital mental health platform that connects users to licensed therapists through an app and website. Over the past several years, it has become one of the most widely recognized online therapy providers in the world.
From its early days, BetterHelp faced questions about how to reach people who might otherwise avoid traditional in-person therapy. The company turned to influencer marketing to help break through the noise and reach audiences in new ways.
Influencer partnerships have become a central part of BetterHelp's online therapy promotion strategy. But before this approach could work, the brand had to navigate unique challenges specific to its industry.
BetterHelp operates in the mental health sector, a field marked by significant stigma and privacy concerns. Many people hesitate to talk openly about therapy or mental health, making traditional advertising methods less effective for engaging potential users.
When BetterHelp started its influencer marketing strategy, the digital therapy market was still emerging. Most people still viewed therapy as something private, and mental health apps were often met with skepticism.
The company's challenge was promoting a mental health app to users who might distrust digital services or worry about sharing sensitive information online. Additionally, regulations and guidelines around health advertising limited the claims that could be made in campaigns.
Influencer marketing offered a solution by allowing real people—creators with established audiences—to share their own experiences with therapy and mental health. This approach provided a level of trust and relatability that traditional ads lacked, making it easier to reach communities that might otherwise avoid or ignore therapy promotion.
Authenticity played a central role in BetterHelp's approach to influencer marketing strategy, especially when operating within the mental health space. BetterHelp prioritized creator partnerships with social media influencers who had a track record of speaking openly about mental health experiences.
Many creators shared first-hand accounts of their mental health journeys or experiences with therapy, often integrating BetterHelp into their stories in a natural way. For example, some YouTubers discussed periods of anxiety or depression and explained how online therapy contributed to their coping strategies. These narratives contrasted with generic ad copy, making the content more relatable and less commercial.
Trust transfer was an important mechanism in this influencer marketing strategy. Audiences who already trusted a creator's perspective were more likely to consider online therapy platforms the creator recommended, particularly when the promotion was intertwined with real-life anecdotes.
The authenticity approach delivered three key benefits:
Also read: Measuring True Impact: Building Influencer Partnerships That Deliver
BetterHelp worked with hundreds of creators simultaneously while maintaining quality and authenticity. The company relied on structured systems and careful processes to manage this scale, especially in a sensitive field like mental health.
BetterHelp used platforms such as Popular Pays to handle the complex task of sourcing and managing relationships with many influencers. These platforms allowed the company to post campaign briefs so that interested creators could apply directly.
The approach included several key elements:
BetterHelp evaluated each creator before moving forward with a partnership. The company used set criteria to find influencers who matched the needs of potential therapy users and the requirements of the brand.
Their vetting process examined four main areas:
BetterHelp tracked performance across hundreds of creators using digital systems and clear metrics. Unique affiliate links were assigned to each influencer to measure conversions, such as new subscriptions to the app.
This approach made it possible to monitor marketing ROI and other campaign results beyond just subscription numbers.
BetterHelp used an affiliate model for most of its influencer partnerships. Creators received a commission for each new user who signed up using their unique link. The offer was consistent across most campaigns: a 10% discount for the user's first month of therapy.
This structure created a predictable framework for creators and helped BetterHelp measure which partnerships led to actual subscriptions. Attribution was tracked through unique affiliate links, allowing BetterHelp to connect specific content to new customer sign-ups.
Creators were allowed to integrate BetterHelp promotions into their content using their own style and voice. Some shared personal mental health journeys, while others created educational segments explaining how online therapy works.
Common integration approaches included:
BetterHelp encouraged creators to share actual experiences with therapy when discussing the service. For example, some creators described how starting therapy helped them manage stress or anxiety, and detailed what it was like to use the BetterHelp app.
Approach
BetterHelp's influencer marketing delivered measurable results across multiple areas. During one 90-day period, BetterHelp sponsored approximately 1,914 videos across 815 unique YouTube channels, reaching about 245 million views and generating around 11 million likes and comments.
The influencer strategy allowed BetterHelp to reach different audience segments. By working with creators from various genres—such as science, fitness, and entertainment—the brand expanded its user base beyond typical mental health app users.
Key performance indicators showed significant improvements:
BetterHelp's widespread influencer marketing brought increased visibility but also led to several public controversies. Users filed complaints about unclear terms of service, including uncertainty about whether all therapists were licensed professionals. Some users reported being charged upfront for services or said their assigned counselors were unresponsive.
Privacy concerns became a significant topic of debate. Critics pointed to platform policies that allowed BetterHelp to collect and use certain user data, with some alleging that the company could share information unless users opted out.
BetterHelp responded by updating its terms of service, providing clearer information about therapist qualifications, and clarifying its privacy policies. The company also addressed criticism by emphasizing transparency in creator partnerships and encouraging clear sponsorship disclosures.
The experience highlighted important lessons:
BetterHelp's approach offers several insights for brands considering large-scale influencer marketing. Selecting creators based on authentic interest or experience with the brand's mission proves essential, especially in sensitive industries where audience trust drives engagement and conversion.
Providing creators with flexibility in presenting sponsored content results in more relatable and effective messaging. Allowing personal stories and natural integrations rather than strict scripts increases credibility with audiences.
Scaling influencer marketing to hundreds of partnerships involves both technology and human involvement. Automated tools for outreach, content tracking, and analytics streamline processes, while human oversight remains important for vetting creators and evaluating content quality.
For brands looking to scale their influencer marketing efforts with similar efficiency while maintaining authenticity, platforms like SEVA offer AI-powered solutions that streamline discovery, management, and analytics. Book a demo to learn more about optimizing your influencer strategy.
BetterHelp created guidelines requiring creators to clearly disclose sponsored content and prohibited making medical promises or guaranteed therapy outcomes, while encouraging honest personal experiences rather than scripted messages.
BetterHelp utilized influencer marketing platforms like Popular Pays alongside custom tracking systems to efficiently source creators, manage relationships, and measure campaign performance across multiple social media channels simultaneously.
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