ILLIT’s ‘It’s Me’ Becomes Group’s Fastest Music Video to Reach 100 Million Views

ILLIT has added another major digital marker to its young discography, with the music video for “It’s Me” becoming the group’s fastest release to reach 100 million views on YouTube.

According to BELIFT LAB, the video crossed the 100 million threshold on July 18 at approximately 3:14 p.m. KST. The milestone makes “It’s Me” ILLIT’s second music video to pass that mark, following the group’s breakout debut track “Magnetic.”

The timing is notable because “It’s Me” reached 100 million views in about 78 days, 21 hours, and 14 minutes after its April 30 release at 6 p.m. KST. That pace sets a new personal best for ILLIT and improves on the group’s previous record of 86 days, 17 hours, and 30 minutes, which had been held by “Magnetic.”

A Faster Milestone for a Young Catalog

For a rookie or early-career K-pop act, a second 100 million-view music video is more than a symbolic number. It suggests that the attention generated by a debut did not fade after the first promotional cycle. In ILLIT’s case, “Magnetic” introduced the group to a wide global audience, while “It’s Me” now shows that listeners and viewers returned quickly for the follow-up era.

The improvement from one record to the next is especially important. Music video view counts can be affected by many factors, including release timing, playlist circulation, algorithmic recommendation, fandom coordination, and the broader visibility of a group’s concept. Even so, cutting more than a week from the group’s previous fastest 100 million-view pace points to sustained online traction rather than a one-time spike.

“It’s Me” arrived at a stage when expectations around ILLIT were already higher than they were at debut. That can be a difficult position for a new group: early success creates visibility, but it also raises pressure to prove that the initial response was not accidental. The latest milestone gives BELIFT LAB and the group a concrete metric to point to as evidence that ILLIT’s audience is still actively engaging with its releases.

Why YouTube Still Matters in K-Pop

Although K-pop performance is now measured across streaming platforms, social media, short-form video, album sales, touring, and domestic charts, YouTube remains one of the most visible global indicators of reach. A music video is often the first complete presentation of a group’s sound, styling, choreography, and narrative identity, making it central to how international fans discover and share a release.

For ILLIT, the 100 million-view mark also reinforces the role of visual identity in the group’s growth. The music video format allows a song to travel beyond existing fandom spaces, especially when choreography clips, styling moments, or memorable scenes are circulated separately across social platforms. Those secondary conversations can lead viewers back to the original video, extending its life well after release week.

The record does not, by itself, define the full commercial performance of “It’s Me.” View milestones should be read alongside other indicators, including chart longevity, listener retention, physical sales, and future tour demand. But for a group still building its long-term profile, a faster 100 million-view run is a useful signal that ILLIT’s name recognition is expanding beyond the debut moment.

The achievement also places additional attention on the group’s next move. With two music videos now over 100 million views and the second reaching the mark faster than the first, ILLIT has established a measurable upward trend on one of K-pop’s most public platforms. The challenge ahead will be turning that digital visibility into a stable body of work that keeps casual viewers, streaming listeners, and core fans moving in the same direction.

For now, “It’s Me” gives ILLIT a clear new benchmark. Less than three months after release, the song has become the group’s fastest music video to hit 100 million views, strengthening the case that ILLIT’s early momentum remains one of the more closely watched stories among newer K-pop acts.