FOMO: the fear of missing out
The majority of our lives are based on the content we consume on our phones. The concert you just went to, that annual vacation, or even a baby’s nursery. Social media is considered a highlight reel of other’s lives. All these things being put on display are desirable to others and spark the feeling of FOMO: the fear of missing out. This phenomenon, which may sound silly, affects 75% of young adults.
So how do brands use this to their advantage? They capitalize on it by making an event, item, or a trend so fascinating that a consumer has to be a part of it. People tend to brag on social media about their opportunities and experiences, which leaves an increase in interaction on those posts; both good and bad.
FOMO: LIVE EVENTS VERSION
Concerts have been feeling the wrath of unaffordable tickets prices and fans are taking their thoughts to social media platforms.
Because of this, people are starting to livestream videos of the concerts to social media. Not only do those publishers get hundreds and thousands of views, the people at home get to see what the concert was like without having to pay for it. We saw an uptick of this with Tate McRae’s ‘Miss Possessive’ tour, Chris Brown’s ‘Breezy Bowl’ and Taylor Swift’s Eras tour.
Taylor Swift has also released the entire Eras tour, along with behind-the-scenes content for those who were unable to attend the live event on streaming platforms. Taylor Swift: The End of an Era, streaming on Disney Plus, is a six-episode documentary series about the development behind the record-breaking Eras Tour.
FOMO: Influencers, Creators & Affiliate Links
As influencers turn creators, the parasocial relationship a consumer has with them heightens. Followers feel the need to buy merchandise, try a specific drink, or even subscribe to more exclusive content to make sure they’re not missing anything. Seeing the products, luxurious trips, or the brand deals these creators get to be a part of sparks the inspiration for others to follow what they’re doing and start doing the same.
Alix Earle, who rose to fame through her “Get Ready With Me” videos, posts her most popular and latest finds that are featured on her platform. When commentors ask where Earle got the item, she comments “Found in my Shopmy” – a separate platform where consumers can shop her products in one place. Many creators and celebrities have utilized this website. Each profile is curated by that specific figure, ensuring that fans are not missing out on the latest trends or products featured on their social media pages.
Social media drives an intense feeling of needing to “fit in,” all while still standing out. Seeing a highly followed individual promoting a certain product or software allows viewers to “trust” them… “If Alix Earle uses this, then it must be good!”
Capitalizing on FOMO
Brands are using FOMO to their advantage by revisiting their past products and aesthetics, and making them more appealing. Entering into 2026, many businesses have been comparing where they were in the year 2016; which consisted of pastel hues, Snapchat filters, and the rise of many known celebrities today.
Kylie Jenner, billionaire media personality and businesswoman, went by the nickname of King Kylie and was remembered for her successful makeup brand Kylie Cosmetics. Jenner rebirthed her iconic era this past year to celebrate its 10 year anniversary. She did it so successfully by playing up the promotion on Snapchat, and bringing the feeling of exclusivity. Jenner provided the opportunity for those to reminisce and experience it again for the “first time,” but in a new way.
So what does this mean for a brand? How should they incorporate nostalgia and exclusivity into their campaigns?
The understanding of your target audience is crucial here – knowing the perfect balance of selectiveness of a wanted item and the determination one would possess to have it. You want your audience to crave being at an event, wanting a product, or being a part of a trend. Instilling fear that the consumer will miss out on this chance harbors that feeling of FOMO – they HAVE to get in on it while they can. That’s called exclusivity.
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