Lee Jung-jae in “Squid Game” Season 2.
Netflix’s Squid Game Season 2 is underway and by the looks of the pre-release social media data, the new season is going to be a blockbuster like Season 1.
All seven episodes of Squid Game Season 2 arrived on the streamer on Thursday. The Golden Globes surprised fans nearly three weeks before the release of the season when it was nominated for Best Television Series – Drama by the organization.
According to the social media analytics company Sprout Social, the total number of social media engagements from Nov. 20 to Dec. 20—consisting of likes, comments and shares—was 3.1 million with 5.19 billion potential impressions.
According to marketing agency Finn Partners, Sprout Social’s data was accumulated by searches for “Squid Game and its second season or season 2 or season two or Squid Game Season 2, or #SquidGameSeason2 or Squid Game 2 OR #SquidGame2.”
Per Finn Partners, the searches took place on the social media networks X, YouTube, Reddit and Tumblr from Nov. 20 to Dec. 20.
Buzz surrounding the premiere has also been hot on YouTube, where the Season 2 teaser trailer has accumulated 19 million views since its debut in the last month.
In addition, the official trailer, which is posted below, has accumulated 11.2 million views since it debuted on YouTube on Nov. 26.
A day after the Squid Game Season 2 official trailer premiere, YouTube saw 11,576 total mentions on social media, which was a 129% increase in conversation volume in comparison to the daily average, Sprout Social noted.
Influencer Marketing For ‘Squid Game’ Season 2 Also Had A Big Impact On Social Media
Awareness of Squid Game Season 2 on social media was also driven by Sprout Social’s influencer marketing platform, Finn Partners noted.
Per Sprout Social, a brand collaboration with the language education platform DuoLingo resulted in “10.1 million views and a 3.88% engagement rate on Instagram and 13.6M views and a 7.25% engagement rate on TikTok, compared to the 0.19% and 0.1% industry benchmark, respectively.”
The goal of DuoLingo, according to the analytics firm, is to teach viewers Korean so they can watch the series without subtitles.
“Netflix’s Squid Game 2 shows how brands can amplify their impact through strategic partnerships and complementing a story’s spirit,” said Layla Revis, Vice President of Social, Content and Brand Marketing with Sprout Social in a statement provided by Finn Partners. “The collaboration with Duolingo, encouraging fans to learn Korean and watch the series without subtitles, goes beyond language and fosters a deeper cultural connection, transforming passive viewers into active participants in the story.
“It’s not just about aligning with what’s popular, but about adding value in a way that feels meaningful and enduring,” Revis added in the statement. “Doing so also offers a roadmap for marketers looking to turn entertainment launches into larger cultural phenomena.”
Starring Lee Jung-jae, Lee Byung-hun, Wi Ha-jun, and Gong Yoo, Squid Game Season 2 is streaming on Netflix.