It's a feeling we are all too familiar with — we have all been there. We want to go along with every outing and go to every party, just in case something exciting
happens and were are not there to see it.
You find it hard to say no to any invitation
and, before you know it, you find yourself at someone's cat's birthday party
throwing streamers, hoping it will all be over soon.
Thanks to social media, the amount of people who struggle with FOMO
has grown exponentially
, which is why marketers jumped on the bandwagon —
giving us one of the greatest marketing tactics in modern society … FOMO marketing
. Don't miss out! Alrika Möller from media update is unveiling the truth about FOMO marketing.
A basic definition
If you have ever bought something because it is a limited edition
or available for a limited time only
, you have experienced FOMO marketing at its finest
. You see
, FOMO marketing
is a tactic that convinces consumers
that they will be missing out
if they don't purchase that thing, go to that event or have that experience. This concept has existed since the marketing origin story.
The only difference now is that social media gave it a cool name
that can confuse boomers
There are many ways to evoke this specific brand of fear
in consumers. Here are some of our favourites.
Market bundles and combinations
Everyone loves a good bundle. You feel like you are getting more for less
. If consumers see a bundle, they will feel the need to jump
on that opportunity and be one of the "smart people" that saves money
can be a set combination, or you can market a new combination
of products or services for customers to try out. This piques interest,
and everyone wants to be ahead of the curve
or one of the first to try something. Otherwise, you are missing out
Choose your language wisely
Using phrases like "don't miss out"
or "this is your chance"
can be a FOMO trigger
that will definitely make people feel like they are missing out
if they don't make that purchase.
Language choices play a massive
part in motivating people to make impulse decisions
Make use of User Generated Content (UGC)
UGC is the biggest marketing trend
Getting the public involved is a great way of evoking emotional responses
or convincing people they need something that they didn't know existed 10 minutes ago
By using UGC as a marketing tool, you can show normal and the not-so-normal
people, called celebrities and influencers, using and enjoying your brand or products. Nothing
makes people want something like seeing everyone else using it online.
It is the oldest trick
in the book, but the moment I see a flash sale
or limited-time special,
I cannot pull myself away. The shopaholic
in me cannot ignore these kinds of specials. The FOMO hits hard
. Time-specific offers
are major FOMO triggers
as people know they won't get this chance or price again, making them more susceptible to impulse decisions. When we add a time constraint
to a normal online browsing or shopping day, all logic
goes out the window.
Consider limited editions
This one naturally links to the previous one but adds a little flair
A limited edition is not only for a limited time only, there is literally a limited amount
. Nobody wants to be the person who didn't get the one thing everyone else got to try or buy. What if this is the best flavour or product of this brand yet, and you missed it
Limited editions can also link to a current event
or pop culture moment
. Everyone created a limited edition something pink
when the Barbie movie came out, and sports and drinks brands never miss out
on using a major sporting event — like a World Cup
— for their benefit.
These limited-edition products and offers create an emotional response of excitement,
which leads to the fear that you will miss out
Remember, if you're not using FOMO marketing, you might be missing out
… but hey, at least you won't feel it (or will you?
Have you ever experienced FOMO due to a brand or product's marketing? Let us know in the comments section below.
*Image courtesy of Canva