FOMO - Fear of Missing Out
Photo by João Silas on Unsplash
‘FOMO’ is trendy slang that literally translates to Fear of Missing Out. Millennial speak if you will. It refers to the anxiety or peaked interest in something happening somewhere that you’re not and it’s usually caused by someone seeing a post, a tweet or even a personal message on their social media.
The feelings associated with FOMO serve as digital triggers capable of getting people to act. And this can be channelled by advertisers to get people to spend. In all industries, some aspect of FOMO is already used as advertisers tap into emotive language in their digital campaigns and using visuals that get people to desire their product or service.
In the Caribbean, alcohol brands, party promoters and the tourism industry all creatively use FOMO to entice, engage and get people to want their brand.
In harnessing this fear of missing out for your brand on social media, it’s important to be tactful and ensure it enhances your existing digital footprint.
And here are some of our top tips:
Creating the fear of missing out is important, but the next step is to make sure that your audience feels compelled to share the experience you’ve presented. Think of your advertorial content as a box of matches. Shares would only happen if your consumer strikes a match. How do you make this happen? By including calls to action in your post or tweet for starters.
The end goal of triggering FOMO is having your followers engage with your social posts/tweets. The experience tied to the product or service must be a springboard for user-generated content. Once people use your product or service themselves, they should be encouraged to post it to their personal social pages. This, in turn, becomes its own FOMO to their friends.
When advertising across social media platforms, it is key to create a community of people who endorse your products and services within their social media circles. The fear of missing out is usually built around the relationships within these circles.
This is the notion that if my friend liked or enjoyed a product or service, I don’t want to miss out on using it myself.
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