Summary
In 2022, online therapy services BetterHelp, TalkSpace, and Cerebral adjusted their ad spend to reach consumers, especially around Mental Health Awareness Month in May. BetterHelp spent $19.8 million during this period, nearly half its annual ad budget, with 49% on Facebook. TalkSpace allocated $5.9 million, with 35% on Facebook and 42% on OTT platforms like Hulu and Paramount+.
Cerebral, the newest brand, spent $14 million, with 40% on TikTok ($5.7M), 29% on Instagram, and 24% on Facebook, totaling 94% on social media. Cerebral's peak spending was in early April, while BetterHelp peaked mid-May. Overall, all three brands heavily invested in social media, with Cerebral leading on TikTok, reflecting a focus on younger audiences.
BetterHelp and TalkSpace also used OTT and desktop video. The future of online therapy remains strong, addressing the ongoing mental health crisis.
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