A few days ago, I shared my insights on the marketing strategy behind the Bad Bunny phenomenon. I highlighted how the artist has perfected the use of Fear of Missing Out (FOMO) to transform each appearance into an exclusive event. Since then, I’ve received numerous questions about how FOMO works, what it entails, and what constitutes its appropriate use, considering we’re dealing with fear…

Marketing is, in essence, the art of connecting with human emotions to motivate action. One of the most powerful and frequently utilized emotions in this field is fear. Particularly, Fear of Missing Out (FOMO) has been employed multiple times as a recurring strategy. While not new, it remains effective in capturing attention, driving quick decisions, and generating sales. But how beneficial is it? What are the risks? How can we strategically integrate it into marketing campaigns to maximize results while maintaining respect and transparency toward our audience?

Read also: I Should Learn More from Bad Bunny

The Origin of FOMO as a Psychological Concept and Marketing Tool

The term FOMO was first published in a humor column in THE HARBUS, a Harvard Business School student publication, in 2004 by Patrick J. McGinnis. He used it to describe the apprehension people feel when thinking they might be missing valuable experiences, particularly as a consequence of social media.

McGinnis was unaware of the impact he had generated with FOMO until 2014, when a reporter traced its origin back to him. That year, it exploded in popularity and was registered as a trademark.

While the concept of FOMO existed long before McGinnis defined it, and the feeling of anxiety isn’t new, social media’s rise amplified it. Platforms like Instagram and TikTok have magnified this sensation by providing a constant window into what others are doing, enjoying, or purchasing.

The article “Fear of Missing Out: A Brief Overview of Origin, Theoretical Foundation and Relationship with Mental Health” explains that this psychological phenomenon consists of anxiety about not being present in social situations.

In marketing, this same emotion translates into a strategy for creating urgency, scarcity, and exclusivity. For example, “limited time” product launches or exclusive events have proven to be efficient conversion drivers.

Why Does FOMO Work in Marketing?

FOMO has deep roots in human psychology. It’s connected to our innate need for belonging and our tendency to avoid losses more than seek gains. In terms of consumer behavior, FOMO works because it activates two key factors:

  1. Urgency: People feel they must act quickly to avoid missing an opportunity.
  2. Social Validation: Knowing others are participating or enjoying something drives the desire to be included, to not fall behind.

In short, FOMO prompts people to act and accelerates their decision-making, transforming indecision into action.

Examples of FOMO in Action

  1. Limited-Time Sales and Discounts Platforms like Amazon use messages such as “Only 3 left in stock” and “Offer valid for 24 hours” to create immediate urgency. These campaigns generate conversion spikes by triggering the fear of missing the opportunity.
  2. Exclusive Events or Surprises Artists like Bad Bunny have turned FOMO into an art form. With surprise concerts and unexpected, unrepeatable collaborations, their followers feel that participating is both a privilege and an experience, driving unwavering loyalty.
  3. Influencer Marketing When an influencer recommends a “limited” product or showcases their experience with a brand, followers feel the need to acquire it to avoid missing out on the trend.
  4. Real-Time Updates Hotels and airlines use notifications like “10 people are viewing this offer right now” to pressure users to book before someone else does.
FOMO: ¿Por qué el miedo paga (y vende)?

The Advantages of FOMO as a Marketing Strategy

  1. Drives rapid conversions: By creating urgency, FOMO campaigns accelerate the decision-making process.
  2. Increases engagement: Exclusive promotions generate expectation and curiosity, encouraging consumers to constantly check brand updates.
  3. Strengthens brand perception: Associating your brand with exclusivity and limited access can elevate its prestige.
  4. Fosters customer loyalty: Offering exclusive benefits to frequent customers reinforces their emotional connection with your brand.

When Does It Stop Being Effective?

Although FOMO is effective, irresponsible use can damage trust and harm a brand or product’s image. Some of the most common risks include:

  1. Consumer fatigue: If all campaigns appeal to FOMO, consumers can feel overwhelmed and pressured.
  2. Negative perception: False or misleading promotions can generate distrust. For example, claiming a product is “limited” when it isn’t, will damage credibility.
  3. Impact on mental health: Constantly exploiting FOMO can contribute to consumer stress and anxiety, which goes against ethical marketing practices.

How to Use FOMO Responsibly

If you want to harness the power of FOMO without compromising audience trust, I recommend:

  1. Be transparent: If you offer a limited-time promotion, ensure it’s real. Don’t create false expectations.
  2. Create authentic value: Instead of just creating urgency, focus on highlighting the real value of your product or service.
  3. Segment your audience: Not everyone responds to FOMO the same way. Adjust your strategies according to each segment’s needs and preferences.
  4. Balance your messages: Combine FOMO campaigns with educational or inspirational content to avoid audience fatigue.
  5. Promote digital wellbeing: Remember that responsible marketing also involves caring for the user’s emotional experience.

FOMO, when used appropriately, is a weapon in the digital marketing arsenal. But like any tool, it must be handled with care and responsibility. While appealing to the fear of missing out can be an effective strategy for capturing interest, it should never come at the cost of consumer trust or wellbeing.

As a marketing agency CEO, my recommendation will always be to find a balance between creating urgency and generating lasting value. Use FOMO to highlight the best of your brand, but do it with empathy and authenticity. After all, a customer who trusts your brand will always be your best promoter.

Ready to implement FOMO in your strategy?

Carlos Cobián