The Crave
Weekly tips and stories that will help you do your job and make you smile (or groan).
By Sim Samra November 11, 2021
What I learned about content creation from watching Squid Game
I'll be honest, when Squid Game first appeared on my Netflix home screen and flooded my social media newsfeeds, I didn't get the hype. On paper, it didn't sound like anything new to me. A violent dystopian show (think Hunger Games) in which the driving narrative is about which one of your favorite characters dies badly this week (Game of Thrones, anyone?) It wasn't until my colleagues started talking about the show in our daily stand-up meetings that I began to pay attention. Whether they enjoyed the show or not, no one could escape the conversations around it. I was starting to get the feeling that I was missing out on some cultural movement. Word-of-mouth marketing eventually won me over. I watched the show and ended up dragging out the nine episodes over two weeks to make it last longer.
Minutes after consuming the final episode, I had a newfound appreciation for content creation and had a greater understanding of why the show was taking the world by storm.
To anyone who doesn't know what Squid Game is yet
Without any spoilers, it's a series of games where debt-ridden players compete for the ultimate prize of 45 Billion Won. If you lose, you are dead. As a content creator, you too are competing with thousands of others for the ultimate prize — attention and new customers. So, how can you compete with an edge?
One could learn a few lessons from watching Squid Game. Here are some of the reasons the show kept me hooked from beginning to end and left me craving more.
Great storytelling
Typically the dystopian genre is known for its complex storylines, where we see plots within plots, dozens of different settings, and scenarios jam-packed into each show. However, Squid Game keeps a narrow focus on the lives of its characters and its settings to a minimum. The viewer is kept in the dark, just like the characters, until the nature of each game is revealed. We find out about them simultaneously. This gives viewers time to make sense of things as the characters are processing them. With 456 players participating in the games, Squid Game also does a great job of slowly introducing us to the main characters over several episodes so that the viewer doesn't feel overwhelmed. To put it simply: straightforward storylines work.
Characters are everything
The traits and quirks of the human beings are at the heart of the story, and Squid Game has plenty of character stories for viewers to connect with. The main protagonist is a desperate dad who's easy to root for but not perfect. Some of the other players include an elderly man who becomes the grandfather of the group, a North Korean defector, a tough guy with a snake tattoo on his face, and a highly educated man who failed to live up to his potential. The strong storytelling, infused with empathy, authenticity, and purpose, masterfully draws in the audience and is heightened by using the games to explore human emotion. One can't help but root for the underdogs.
Core themes are relatable
The narrative does an excellent job of incorporating real-world issues into its story. We get a glimpse into the lives of the poor and dissipating middle class. We also get a glimpse into the top 1% of wealthy individuals who do as they please regardless of the price everyone else has to pay — a reflection of society in the real world. A big part of the show's success is how it smartly tackles relevant social issues around inequality and class in an accessible and relatable way that resonates with global audiences. You can apply many of these content creation tips to marketing collateral involving your brand, prospects, and customers. Why not give these techniques a try to gain that edge over your competitors and come out on top.
Let’s talk about it together!
Share your thoughts on LinkedIn using #thecravediscussion This week’s topic: Did you notice any more great techniques from the show? Remember to share them with your fellow content creators and Squid Game enthusiasts!
Currently craving
- I've been on a podcast listening craze this month and found some gems. If you haven't heard of The Moth, it's a series of live storytelling gatherings where people get five minutes to tell an entire arc of a story. It's no easy feat, and sure enough, it fails. Often. But no worries because the podcast edits all that out and leaves us with the best bits.
- I've also been following The Agents of Change podcast, designed to help Marketers create a rapport with customers through content. I loved this interview with Josh Cantrell, who goes over his 7 point storytelling script. It's definitely worth a listen!
Sim Samra
Content Marketer
About the author
I am a Content Marketer and one of the Foleon blog’s main curators. Born and bred in London. Honorary Amsterdammer. Liverpool FC supporter. Lover of carbs and puns.
