How Does FOMO Culture Impact Marketing?

Sometimes you just need a quiet evening at home with a good movie and some ice cream. But those plans for a simple evening can quickly turn into anxiety the moment you check social media and see all of the exciting things your friends are doing.

If this happens, you might be experiencing “FOMO”, or “Fear of Missing Out.” This is an affliction where you feel as though their friends or peers are doing something or in possession of something better than you.

This isn’t really a new problem in our culture, but has been amplified thanks to all of the technology and social media now available to us. It’s easier than ever to be connected with the world and stay up-to-date on the latest news and trends, or, in this case, easier to see what you’re missing out on.

FOMO isn’t just reserved for social media junkies. It can also affect your company and its marketing plans. It might seem like a negative thing, but there are definitely some ways to take advantage of this for marketing.

The Challenge

Thanks to FOMO, you are competing for the extremely short attention spans of people already spending a small amount of time on each website, social media site, or other apps they visit.

We want what we don’t have. People hate the idea of missing out on the latest trends, but are also afraid of missing out on the best of what’s out there. People will often jump from site to site to make sure they’ve covered all of their options.

Taking Advantage of FOMO

This might seem like an overwhelming task, but tapping into the FOMO culture could position you well in your industry. Show people why they will be missing out if they don’t engage or do business with you.

Everyone loves to feel that they are “in the know” or a part of something unique. For example, using social media to encourage regular discussions about your brand and industry will cater to people’s desire to be a part of a group. Provide opportunities that are unique to your followers and those who do business with you. Planning tactics like these will make your brand stand out as something people won’t want to miss.

People will increasingly look to the companies that are immediate, compelling and obvious solution to their problems or needs. The organizations and companies that manage to quickly capture attention and provide a quality brand are seen as leaders in their industry.

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