BOY THROB is a masterclass on how to grow to a million followers in a month.

For those not chronically online like me, Boy Throb is a boy band that needed one million followers so their fourth member, Darshan, can get a Visa to perform in the United States. As a viewer, it feels like watching a Nathan For You idea unfold in real time. 

@boy.throb OUR DEBUT!!!! 💖 @Anthony Key @Darshan Magdum @Evan Papier @Zachary ♬ original sound - BOY THROB

Boy Throb’s debut was a TikTok video posted on 10/28 that is only 37 seconds long. In this short video we learn everything we need to know and why we should care about these boys. Currently, their first video sits at 7.4 million plays and nearly 900k likes. And as of last week, Boy Throb surpassed 1 million followers. It took them one month to reach 1.1 million followers.

How did Boy Throb capture the hearts and follows on the feed? Let me break it down. 

First, the big idea/story is simple. We are a new boy band and we need your help. They didn’t debut with a hit song–they debuted with an invitation behind the curtain. The popularity of Katseye and Netflix’s Popstar Academy is a testament to viewers seeking a deeper connection with artists and a curiosity for the process. 

Second, the casting of Boy Throb is elite. The group consists of four boys: Evan Papier, Anthony Key, Zachary Sobania, and Darshan Magdum. Why is it so good? These boys are the perfect mix of talent and sincerity with a little dash of cringe. All of this culminates to become entertaining content and a group of boys you want to root for. 

Of course there are haters too. Those who are all calling this bullshit. But at the end of the day, we are being entertained, and that’s a good thing. 

And today, on Dec 12th, Boy Throb is releasing their first single. Will it actually be good? Will it be a banger? Who knows. But one thing is sure, they have a community with over a million followers who are ready to show their support. Even if it does suck, it will still be good because we are rooting for them… or at least I am. 

What can marketers take away from this? 1. Create a story that will resonate 2. Build your community 3. Make it entertaining!

It’s almost that simple.