Nowadays, social media is everywhere, bombarding us with updates from friends. This constant exposure has given rise to FOMO, which means the fear of missing out.

FOMO is a strong feeling of anxiety when we think others are having experiences or opportunities that we’re not. We’ve all felt it, whether it’s seeing friends on cool trips or hearing about a limited-time offer for something we want.

In today’s super-connected world, marketers use FOMO to influence our emotions and choices. It often leads to us buying things on a whim, spending more money, and preferring things that seem exclusive or in high demand. Marketers know how to make us feel like we’re missing out, and it affects what we choose to buy.

This article will delve into the concept of FOMO, how it shapes how we buy things, and ways businesses can use it to enhance their marketing strategies.

What is FOMO?

FOMO, or the fear of missing out, is that uneasy feeling we get when we think others are having experiences we’re not part of. Rooted in our basic need for social connection, FOMO makes us want to be part of a community and not miss out on what others are doing. 

Coined in 2004 by marketing strategist Dan Herman, FOMO is now a widely recognized term, affecting us in various situations—like not being invited to a party or hearing about a limited-time product offer. In the age of social media, FOMO intensifies as we see constant updates from friends.

Essentially, FOMO creates anxiety when we feel others have experiences we’re missing. This powerful force impacts our thoughts, emotions, and behaviors, especially in making buying decisions. For businesses aiming to connect with customers and enhance marketing, understanding and addressing FOMO has become important.

Source: Medium


  • FOMO marketing boosts brand recognition and gets more people talking about your product or service.
  • It helps increase the likelihood of people making a purchase promptly.
  • Customers may become more loyal as they feel part of something special and unique to your brand.
  • FOMO marketing keeps customers engaged by creating a sense of urgency and excitement.


Here are some strategies that you can implement to create FOMO:

Use the Power of Live Sales Notifications

Social proofing your website is a strong FOMO marketing tactic, and live sales notifications are a prime example. Online consumers are significantly influenced by the choices they see others making.

Displaying real-time purchases on your site increases the likelihood of converting new visitors, signaling that your products are:

  • Popular
  • Trustworthy
  • Beneficial in some way

Personalize these notifications for specific pages and demographics for even higher conversion rates.

Urgency Through Time-Limited Deals

Utilizing FOMO marketing doesn’t always require showcasing others buying your products. An effective approach is to highlight that your offer is available for a limited time. Establish a clear start and, more importantly, an end time for your promotion.

A powerful tool for this strategy is incorporating opt-in campaigns with countdown timers, such as popups, floating bars, or full screen welcome mats. These timers create a sense of urgency and motivate users to take action before the offer expires.

The countdown timer on the pricing page serves as a visual cue, urging users to make a decision promptly. This technique proves effective even without displaying others’ purchases, emphasizing the exclusivity of the limited-time offer.

To implement countdown timers in your opt-in campaigns, consider using a tool like OptinMonster.

OptinMonster stands out as an excellent choice for swiftly creating compelling opt-in campaigns. With features like popups, floating bars, fullscreen welcome mats, and more, it provides versatility. The visual drag-and-drop builder ensures easy integration of elements like countdown timers with just a few clicks. Target these campaigns precisely to the right audience, in optimal locations, at the most opportune moments in their customer journey.

Highlight Site Popularity with Live Visitor Counts

Another effective approach is incorporating a live visitor count notification to enhance engagement with popular posts and pages on your site. Unlike tracking sales, this feature monitors the number of visitors to specific pages.

By introducing a live visitor count to your contest’s landing page, you tap into FOMO’s maximum potential. Visitors observing the page’s popularity are likely to assume others are actively joining, creating a sense of urgency.

Live visitor count notifications, as demonstrated above, can be swiftly implemented using social proof software like TrustPulse.

This approach leverages FOMO by showcasing your page’s popularity, prompting potential participants to take action. It’s an effective strategy even in the early stages of your business, where sales may not be the primary focus.

Display Reviews & Testimonials

Crafting compelling copy is crucial for any website striving to drive sales. However, there’s an even more potent tool at your disposal—your customers’ words.

Load your website with positive reviews and testimonials from satisfied clients. This not only conveys to new visitors that people love and trust your brand but also reinforces credibility for returning visitors.

Major companies like Amazon extensively use this strategy for their products, showcasing numerous reviews to build trust and influence purchasing decisions.

This FOMO marketing campaign is effective because it provides potential customers with a deeper understanding of how your products or services can solve their specific problems. Instead of merely taking your word for it, new leads can see real stories from individuals who faced similar challenges and found your offerings to be the best solutions.

With TrustPulse, you can create social proof notifications featuring popular reviews from third-party websites like Google My Business or Yelp. These notifications can be dynamic, showing real-time positive reviews. Alternatively, you can curate a static message around a favorite 5-star review, redirecting new visitors to that specific endorsement.

FOMO marketing involves striking a delicate balance. It requires aligning the urgency and exclusivity factors with genuine value propositions. This ethical use of FOMO not only enhances the effectiveness of marketing strategies but also cultivates a positive brand image in the eyes of consumers. Even then, marketing is an iterative process. There’s always a new trend every day that may upend all your campaign efforts.

Partner with us to free yourself of these worries and allow us to craft marketing campaigns that resonate with your audience and build genuine trust. Book a call with us now.