When Squid Game 3 premiered, it was not just another Netflix release, it became a cultural moment that dominated conversations worldwide, reaching more than 122 million views on the platform shortly after launch. For marketers and entertainment brands, the challenge goes far beyond measuring hype. The real question is how to decode this wave of fragmented conversations, understand what drives them, and translate that into strategies that sustain long-term brand health.
At Loxias AI, we used this cultural phenomenon as a case study to demonstrate how a 360° analysis of social listening, powered by the integration of text, audio, and video, can transform raw buzz into actionable intelligence.
Why mentions alone do not tell the full story
One of the first insights from our analysis was the distribution of reach across formats. Only 27.7 percent of the total reach surrounding Squid Game 3 originated from text-based mentions such as tweets, posts, or reviews. The majority, over 70%, came from audio and video formats, including fan reaction videos, podcasts, memes, and creative remixes. This finding highlights a critical blind spot for brands that rely solely on text-driven monitoring. If you are only tracking what people write, you are overlooking the dominant forms of cultural amplification.
Narratives shifting across formats
The integration of multiple formats also revealed an important divergence in sentiment. Text-based discussions leaned heavily toward critique and structured analysis. Traditional media outlets, cultural commentators, and fans alike engaged in debates about creative direction, pacing, and franchise fatigue. Meanwhile, audio and video content painted a very different picture. These formats captured the emotional energy of fans, from humorous memes to aesthetic tributes and reaction compilations. The enthusiasm in these expressions diluted the sharper criticisms found in text and emphasized creativity, humor, and anticipation.
The coexistence of these narratives demonstrates a crucial truth: cultural impact is not homogeneous. Text captures rational debate, but audio and video show how fans feel, remix, and spread the story. For a show like Squid Game, which thrives on aesthetics, suspense, and fandom engagement, ignoring this multimodal dimension would mean missing the core of its cultural resonance.
Measuring brand health with integrated signals
To consolidate these insights into an actionable metric, we applied its Brand Health Index, which distills sentiment, reach, and engagement into a single score from zero to ten. For Squid Game 3, the combined Brand Health Index reached 6.75, representing a 9.8 percent increase compared to the previous period. When we looked at text-only data, the score dropped significantly to 5.10, reflecting the prevalence of criticism and analytical tone in written commentary. By contrast, the audio and video layer produced a score of 6.25, powered by fan enthusiasm and creative content.
This variance underscores the danger of isolated measurement. If the analysis had stopped at text, one might have concluded that the franchise was weakening in cultural relevance. Yet, by integrating the full spectrum of formats, it became clear that the audience’s emotional connection remained strong, and that cultural momentum was still alive despite mixed reviews.
Implications for brands
The lessons from this case study extend far beyond entertainment. In a media environment where audiences express themselves across diverse channels, relying on a single source creates a distorted picture. A true 360° view requires combining what people say in words with how they feel and show it through images, sounds, and videos.
This methodology not only refines the measurement of campaigns but also helps uncover hidden drivers of brand resilience. By blending signals across narratives and formats, brands can anticipate shifts in audience sentiment, understand cultural amplification mechanisms, and design strategies that sustain engagement long after launch day.
From buzz to strategy
Success in today’s fragmented cultural landscape is not about counting mentions. It is about connecting signals into a coherent picture that can guide decisions. The case of Squid Game 3 demonstrates how a multimodal approach transforms hype into strategic intelligence. For entertainment brands and beyond, the future of social listening lies in integrating diverse data streams to capture the full complexity of culture.
At Loxias AI, we are committed to helping brands move from buzz to meaning, turning data into insights that fuel smarter strategies and more resonant cultural impact. We combine best-in-class tools such as Brandwatch, Hootsuite, Socialinsider, All Ears, and Nebula Social with our proprietary methodology to deliver the most comprehensive and actionable 360° cultural insights
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Curious about how a 360° analysis can elevate your brand strategy? Get in touch with us at Loxias AI
