INSIDE BETTERHELP'S ‘REPEATABLE, SCALABLE' COMMENTS-SECTION SOCIAL STRATEGY

Summary from the TLDR Marketing newsletter

BetterHelp's growth team stumbled into a strategy after one TikTok comment pulled in more than 300,000 likes. That single moment turned into a deliberate program. The brand now comments on 200 to 350 posts a month, with 10 to 20 of those regularly crossing 10,000 likes. Daily new followers have grown roughly a hundredfold since the team committed to the approach last fall. The rule that makes it work is narrow - only join conversations where a mental-health brand has an obvious, earned reason to speak, and never pitch a sale in the comments themselves.