Although the fear of missing out (FOMO) has only officially been a term since 2013, the idea behind this angst is timeless.
Even before social media and smartphones, the idea that you were missing out on the fun happening somewhere else was a relatable experience. The cliché of someone sitting at home alone while their peers party elsewhere has been the basis of almost every teen movie ever.
So how do we, as marketers, capture the power of this age-old experience in our communications?
The idea of urgency isn’t anything new to marketers, but it’s a staple because it works! From flash sales to limited stock items, urgency consistently entices consumers to spend more money. Embracing a sense of urgency in your communications will trigger your consumer’s FOMO and they’ll be motivated to act before time runs out.
You can use visuals like an interactive countdown timer or send a series of reminders as you reach the end of a sale or discount. By giving your recipient a limited time frame to act and claim their discount or reward, you trigger their fear of missing out and make them more likely to act, click or purchase.
Run a user-generated content campaign
Despite the age-old quality of FOMO, it’s modern incarnation is firmly rooted in social media. A recent study of Canadian millennials found that 68% had made a reactionary purchase because of FOMO triggered by witnessing someone else’s experience.
Creating a campaign that draws in the consumer and makes them feel like they’ve had a collaborative experience with your brand is the key to gaining their participation.
By inviting your audience to interact with your brand and share content related to your product or experience, you’ll create a sense of FOMO in your customer’s followers. It’s a tactic that can help boost brand awareness and loyalty, as well as attract new customers!
Everyone loves a secret club. From the childhood days of treehouses with “No Girls Allowed” signs, to the ancient fabled Freemasons, nothing attracts attention like some exclusivity.
Creating a sense of exclusivity in your campaigns can activate the recipient’s FOMO. Fostering the idea of an elite club will make your recipient feel special for being offered up the content you’re serving them.
Encourage your consumers to join your loyalty program with a campaign that promotes the special benefits they’ll receive. Be sure to use imagery like a velvet curtain or words like “elite” or “private” to activate their FOMO and ensure they’ll sign up.
Flip FOMO on its head
While the fear of missing out makes a great motivator, any human who interacts in the digital sphere can tell you it can also be an exhausting, anxiety-filled process.
I’m sure you’ve spent a late night or two endlessly scrolling through social media and feeling overwhelmed at all the fun going on around you, without you. I certainly have! Capitalize on the trend by flipping FOMO on its head and inviting your Go to the full article.