What ‘Squid Game’ Can Educate Us About Conversational Entertainment

We live, of course, in an era of breakneck technological change and advancing globalization, in which innovation is advancing faster than ever before. But how is our role as media consumers developing in this time of change?

One answer to this question can be found in the emergence of “conversational entertainment” – an umbrella term that encompasses new ways in which we interact in synergy with others. The Netflix survival drama series Squid Game, for example, is causing complex discussions on social media, not least because of the shows of dark and comical outbursts of violence. The entertainment entertainment component is that the social and market impact of the show is as much a product of social interaction (which is channeled through live streaming and multiplayer games, among others) as it is on existing content. With more people interested in social connection through content, more films and shows will be produced that reflect that need. These new forms of entertainment could be seen as an improvement over traditional platforms as they involve mass participation that fosters a greater sense of community.

Related: Three communicative (and business) lessons from “The Squid Game”

How Brands Can Use Conversational Entertainment

Content creation is growing in popularity – presented like us with a plethora of tools and a community where like-minded creators support each other and share their work. Tiktok, Twitch and Onlyfans are some of the most popular entertainment platforms and have seen explosive growth in recent years. This type of entertainment is also a powerful tool that brands can use to reach their customers more personally, especially as people increasingly turn to streaming and binging as at least a partial social activity. These brands will have an even better chance of reaching consumers as this new entertainment continues to spread.

Future prospects

As Squid Game demonstrated, entertainment entertainment is no longer just a distant concept. These shows can bring viewers together while keeping them engaged with what’s happening on screen. This type of interaction with a favorite show is a new experience and is not limited to broadcasts either. As more and more users stream on Twitch, conversational entertainment becomes applicable almost regardless of what content they prefer, whether it’s video games, music, or even NFTs.

Related: Why the entertainment and social media industries are converging