Squid Game was unmistakably pop culture’s biggest hit of 2021 and has just been confirmed for a second season. The Korean show translated well across English speaking audiences to become the biggest series ever on Netflix. That’s some feat when you consider the impact of shows like Stranger Things, Money Heist, Bridgerton and The Witcher.
Squid Game takes a tried and true format of cult cinema (see Japanese cult hit Battle Royale, not The Condemned starring Stone Cold Steve Austin), and masterfully makes audiences care for lead character Seong Gi-hun and his supporting cast, while introducing us to beautifully simple, yet horribly violent children’s games.
For me, Squid Game’s is success is built on Gi-hun’s liveability, which leads us to our first takeaway for your content strategy.
1. Be (or develop) your story’s attractive character
Squid Game follows down-on-his-luck dad Seong Gi-hun who has made some mistakes but wants to atone for his gambling addiction and regain the respect of his daughter and ill mother. Gi-hun’s good nature, even against the odds of the Squid Game, is why fans connect with him so well.
You need to cultivate that loveable lead character for your business, and video content is a great way to do that. For small businesses, that is often the business owner. Social media is a great place to be yourself, show your humility, help your peers where you can. Sales guru Russell Brunson calls it the ‘attractive character’. Through your social content, you should be looking to replicate Gi-hun’s unwavering honour and willingness to support those in need.
2. Be tenacious, don’t give up if your content flops
If nothing else, Seong Gi-hun is tenacious. He is quite literally risking it all to look after his family, so giving up is not an option.
Through your social content, you need to have a plan and you need to be consistent to achieve results. So make time weekly, or monthly to generate ideas for content, produce it and schedule it. Then take time to see what worked and what didn’t.
The tenacity comes later, however. It’s when you’re two or three weeks in and maybe your content hasn’t had the impact you hoped for. This is when people stop. If you’ve started, you’ve got further than most, so get tenacious, analyse what worked and what didn’t and build your findings into your next attempt.
3. Speak your customer’s language
Squid Game is Korean to its very core, but was, against the odds, a huge hit in English speaking countries. Global fans made South Korean won the world’s second-most searched currency conversion as they worked out just what that 45 billion won prize was worth.
The English dubbed version won over some but it wasn’t without translation issues and complaints. All of these points make Squid Game an outlier in terms of success in English-speaking markets.
Take note of this in your social content. Speak in the language of your ideal customer. That means making content that is of real value to them and that places you and your business right in the middle of their world. Look at the industry terms they use and without getting too deep into jargon, appeal to their sense of familiarity and your message will come across loud and clear.
Despite the (admittedly tenuous) Squid Game link, there are three good tips that will help you through your journey of marketing your business through social media content.
Now that you’ve read this far, if you’d like to chat about how you can grow your business with content, get in touch at firstname.lastname@example.org.