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January 10, 2023
min read
Noam Yadin

Why should brands sponsor self-help podcasts?

It’s no secret that podcasts have really exploded in popularity and there are now over 383.7M podcast listeners globally. It is also predicted that this will increase to around 424M podcast listeners worldwide by the beginning of 2023. It’s no wonder podcast ad spend is expected to hit $1.74B by the start of next year. But still, many brands are yet to realize the untapped potential of sponsoring self-help podcasts. 

What are Self-Help Podcasts?

Self-help podcasts are online audio programs that focus on personal development and self-improvement. Self-help podcasts usually focuses on mental health, relationships, parenting, finance, procrastination, grief, and making major life changes. They are usually hosted by a professional in the field and often feature interviews with experts on the subject matter. There’s a reason that self-help podcasts are so popular – people want to learn how to become better versions of themselves. And, podcasts are a great way to do so because there are so many to choose from, when you find a podcast and host you enjoy - there are usually a handful of helpful episodes to listen to, and you can tune in whenever its convenient for you (with earphones for extra privacy!).  

For brands looking to sponsor podcasts, self-help podcasts could be a great outlet. As mentioned earlier, there are so many different sub-topics in the self-help genre - meaning, there is a wide range of audiences that can be reached via this category. So, from beauty products and health supplements to money-saving services and productivity apps - here’s why your brand should consider sponsoring self-help podcasts.

The benefits of self-help podcasts 

An Engaged Audience

When a listener tunes into a self-help podcast, they are prepared to listen attentively in order to gain more information and guidance about a certain topic/issue. Let’s be honest, people don’t usually choose to listen to a self-help podcast for fun or pure entertainment - they are seeking information and support. 

This is ideal for brands because they can feel pretty confident that ad-reads featuring their products/services will not only be heard, but attentively listened to. This is especially true if the promoted product/service relates to the content. When a sponsorship is seamlessly integrated into the content, it also increases the chances that the listener won’t even realize an ad-read is about to take place. Specifically, in the case of self-help podcasts, if the brand sponsoring the episode has a product/service that can help the listener, especially on the topic at hand, there’s a very good chance they will eagerly get more information and ‘use the link in the episode description’.

Eager and open-minded for guidance

Think about it, self-help podcast listeners have actively decided to tune into a specific podcast or episode which goes to show that they are receptive and open to learn about the topic at hand and ways to improve their current situation. Therefore, if the sponsorship mentions how it may relate and support the topic at hand, your target audience will be more willing to purchase the promoted product/service. Better yet - if your brand can offer value as well as a discount - what more could a listener looking for guidance need? 

Better understanding of target audience 

We’ve already mentioned that a wide variety of people turn to self-help podcasts, but you can get a pretty good understanding of what pain points each listener is concerned about according to the type of self-help podcast they decide to tune into. For example, listeners tuning into Beyond the To-Do List are likely interested in learning ways to combat their procrastination habits. 

For brands, this is super helpful because brands have a much better understanding of what is on their target audiences mind and can construct the ad-read/talking points accordingly for better success. For example, in the case of Beyond the To-Do List, brands such as Notion, or Clickup could see major success sponsoring this podcast. These brands can feel pretty confident that their target audience will be reached, at a time when they are open and eager for help. 

Building brand trust

Brand sponsorships are successful because, instead of the brand promoting their products/services, an authoritative figure who has a loyal fanbase that trust the information this content creator shares, promotes the product/service. This figure knows how to present information to its listeners and its audience trusts what they say, including when they are a promoting a brand and its product/service. 

However, it is crucial to understand that with great power there must also come great responsibility. While self-help podcasts can be an ideal medium for brands to sponsor, both the brand and creator have to make sure the product/service aligns appropriately with the content and listeners. For example, it probably wouldn’t be the best idea for Firstleaf, a wine subscription service, to sponsor a podcast focusing on overcoming alcohol addiction. An unfortunate pairing can not only effect the podcast and it’s hosts image and success, it can dramatically effect the brands image and success. 

Top sponsors of self-help podcasts


It probably doesn’t come as a surprise that BetterHelp, an online mental health service, doesn’t only sponsor a handful of self-help podcasts but shares a long-term partnership with these podcasters. For example, BetterHelp has sponsored The Hardcore Self Help Podcast with Duff the Psych over 30 times. 


Ritual is all about keeping things simple, clean, and backed by science - exactly what self-help podcast listeners are interested in. Ritual reimagined the daily multivitamin for women, so clearly their target audience is females looking to better their health. Over the last year, Ritual has sponsored a number of self-help podcasts, and have specifically sponsored Terrible, Thanks for Asking 15 times. 

Athletic Greens

Sometimes, when you are trying to improve an aspect in your life, it helps to try different outlets at the same time - reach out for help, listen to a self-help podcast, and improve your body internally. Athletic Greens’ products are all about promoting gut health, supporting immunity, boosting energy and helping you recover - which is important to focus on, regardless of what you are dealing with. Athletic Greens is no stranger to podcast sponsorships, but they have specifically sponsored over 200 episodes from self-help podcasts. Throughout 2022, this brand has sponsored Feel Better, Live More over 80 times!     

With individuals more interested than ever in taking care of their mental, physical, and spiritual health, it only makes sense for brands to get onboard by sponsoring self-help podcasts. 

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