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United States Sami Fishbein is a co-founder and Chief Creative Officer of Betches Media, a digital media company that has evolved from a college blog into a multi-platform brand. She helps shape the creative vision and content strategy for Betches, engaging millennial and Gen Z audiences with humor and relatable insights.
Betches partnered with e-commerce site JustFab to launch a subscription-based clothing line. The partnership was celebrated with a celeb-filled LA launch event hosted by Betches founders Jordana Abraham, Samantha Fishbein, and Aleen.
Betches has worked with Hinge, a dating app, as one of their brand partners, indicating collaborations on content or campaigns.
Betches has partnered with Netflix, suggesting collaborations on promotional content or campaigns related to their streaming services.
Betches has collaborated with Focus Films, likely on promotional content or campaigns for their cinematic releases.
Bumble, a dating app, purchased a package of Instagram advertisements with Betches and sponsored the launch party for their second book.
Sami Fishbein, along with Jordana Abraham and Aleen Dreksler, co-founded Betches Media in February 2011 while they were seniors and roommates at Cornell University. The initial venture began as a WordPress blog titled “Betches Love This Site,” which satirized their affluent social cohort with an edgy and unapologetic tone. Each of the three founders invested $1,500 to start the company. They aimed to create content that was “edgy, speak their minds, and unapologetic in regards to their beliefs and opinions,” targeting young women and offering a female counterpart to prevalent male humor online. The blog quickly gained traction by discussing topics such as celebrities, health and fitness, politics, and TV and movie recaps.
Over time, “Betches Love This Site” was shortened to “Betches” as the brand expanded its reach beyond the initial blog format. The company developed into a digital media powerhouse, encompassing a website, numerous social media accounts—with the main Instagram profile alone boasting over 9.2 million followers—multiple podcasts, a national comedy tour, merchandise, and three best-selling books. Fishbein, as Chief Creative Officer, has been instrumental in guiding the company’s content direction, ensuring it resonates with its target demographic through humor and relatable narratives. These efforts have led to significant commercial success, with Forbes estimating over $5 million in revenue in 2017, 75% of which came from brand partnerships. The founders maintain full ownership of the company, having opted against seeking outside investment.
Fishbein’s career with Betches has seen significant milestones, including publishing two New York Times Best Selling books and spearheading various strategic partnerships. Her role involves overseeing the creative aspects of Betches’ diverse content offerings, from articles on beauty and lifestyle to career advice and horoscopes. The company’s unique approach to humor and direct engagement with its audience has made it a significant voice in women’s digital media. Recently, Betches News, one of their platforms, visited the White House in March for a round table with Vice President Kamala Harris, demonstrating the brand’s growing influence and reach.
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