FOMO Driven Marketing
Get this. You’re at a dinner party and see people across the room laughing hysterically. You want to join in BUT are stuck in the corner discussing the weather with someone's aunt.
That feeling? That’s FOMO for ya!
Understanding FOMO
FOMO, or the “fear of missing out,” is a universal feeling. And here’s the twist: FOMO isn’t just for your social life. Nope. It’s not limited to the jealousy you feel when that one friend shares yet another vacation picture. It can be your secret weapon when it comes to marketing.
By understanding and applying what we know about FOMO, we can create engaging content that sparks action and drives sales. FOMO can be the invisible string drawing people closer to your business.
Let’s dive into how to make FOMO work for you.
User-Generated Content
One of the most effective ways to tap into FOMO is through user-generated content (UGC). Create experiences worth sharing and encourage your customers to do so. Not only does this sharing make your brand more authentic and build trust, but it also allows others to see what they may be missing out on.
Try creating a branded hashtag, adding location tags, and hosting events with plenty of photo opportunities to boost UGC. Most importantly: engage! Interact with and share the content you see by liking, commenting, and reposting to your feed or stories.
The Scarcity Principle
Whether it is a flash sale, a restocked item, or a limited-time offer, scarcity tactics are the name of the game to spark FOMO. People want what they think they can’t have. Once a sense of urgency is created and potential customers know that something is going fast, they’ll be quick to dive in headfirst.
It’s easiest to accomplish this through your language. Using phrases (that we all know and love) like “back-in-stock” and “get it while you can” can drive potential customers to make a move. If you’re not selling a product, shift to phrasing like “limited availability” and “act quick,” creating this sense of urgency and FOMO.
via Giphy
Customer Testimonial
Diving into customer reviews can be a beneficial way to create FOMO while highlighting the value of your business. When potential customers see others benefiting, they fear missing out on a similar positive experience.
Social proof is the psychological phenomenon in which people tend to copy the actions of others. We see a crowd forming; we want to join in. Sharing content from other customers does just this.
One simple strategy to leverage customer testimonials is to create a fun, engaging graphic for social media to share a positive review. These reviews can also be prominently displayed on your website.
Keep It Real
One final note: keep it genuine and use FOMO responsibly. FOMO taps into that deep-seated desire to belong and it’s a powerful tool, no doubt about it. But, it’s important to use this tool with care. No need to lie to your audience and lose their trust. Your aim should be to capture your audience’s attention without making them uncomfortable. Let FOMO create excitement and anticipation, not anxiety.
Don't let FOMO get the best of you. Use it to your advantage and tap into FOMO driven marketing. As always, we’re here to help — just shoot us a message!
