YouTube is one of the key components of digital brand awareness that is underutilized by OTC brands. Despite YouTube having grown 40% year-over-year since 2014, and the online advertising industry reaching $13.8 billion, the OTC industry treats YouTube as a warehouse for storing old TV commercials. Seven of the top 10 most-viewed OTC brand YouTube videos L2’s Digital IQ Index: OTC Health Care are repurposed commercials. Always, Durex, and Tylenol are the only ones in the top 10 that created content specifically for YouTube.
Also of note, most of the the top 10 videos obtain close to all (99% or 100%) of their views from paid ads. Exceptions are Always, Durex, and Tylenol – the same group that creates original content. Hashtag campaigns boost organic views for OTC brands. For example, Durex captured 26% of its 37.6 million views from it most-viewed #Connect video, demonstrating the potential for original, well-promoted content.
Always has historically dominated in OTC Healthcare video views, due to creative content coupled with aggressive spend (95% of views for #LikeAGirl are paid vs just 74% of Durex’s #Connect). However, Durex surpassed Always in incremental views (to the paid campaign), reaffirming the importance of creative.