Creating FOMO: How to Make Your Brand the Place Everyone Wants to Be
There is no greater fear today than the fear of missing out (FOMO). Though often known as a millennial buzzword, the feeling of FOMO is a genuine one that taps into something in our brain — and that something is what we call, the fear of exclusion.
As much as we don’t want to admit it, there’s this feeling of subtle anxiety when we believe others are enjoying something we’re not a part of. We would think to ourselves, “That could’ve been me.”
This type of emotion is used frequently in marketing as it drives urgency, excitement, and massive engagement. You could be launching a product, running a campaign, or building a community, but the point stands that creating FOMO helps position your brand as the place everyone wants to be.
Let’s break down how you can exactly do that.
The Psychology of FOMO
At its core, FOMO is not product-centered. Rather, it’s about belonging, identity, and social validation. People want to be where others are. More importantly, they don’t want to be left out.
When people see others gaining value, status, or excitement from a brand, they subconsciously ask, “Am I missing out?” To take advantage of this feeling, do not lock them out permanently, and make your offering feel like a window of opportunity they need to grab at this instant.
Limited-supply drops or offers create a sense of urgency. When availability is limited, people act faster. That scarcity sends a signal: this must be worth having.
6 Ways to Create Brand FOMO
Building FOMO for your brand can be done through creating shareable experiences or creating and engaging a strong community, among others. Learn more about these FOMO-building marketing strategies you can use below:
1. Make It Exclusive
The first strategy is to make your product or service feel exclusive, but not necessarily unattainable. FOMO thrives on exclusivity, but there exists a fine line between desirable and frustrating. The goal is to make your brand feel premium and selective without making your audience feel alienated.
Think flash sales, pre-order windows, or 72-hour coupon codes. Pair them with a ticking countdown or live stock updates as they give that feeling of urgency.
2. Let Social Proof Do the Work
Humans are wired to follow the crowd. If others are enjoying your product or talking about your brand, it signals safety and approval. Social proof is essential to creating FOMO.
Showcase your customers’ posts, reviews, or testimonials. Repost them on your feed. Feature them in newsletters. The more others enjoy your product or service, the more newcomers will be interested as well.
3. Build a Community
Don’t focus on building a customer base. Focus on building a community. FOMO is also about identity. When people see your brand as a community they can belong to, they don’t want to be left out of that social experience.
Take inspiration from brands that are channeling the energy of sorority rush or the hype of a backstage music festival pass, where everyone wants in on the exclusivity and the status it brings.
To do this, you can use branded hashtags, lifestyle messaging, or shared values to bring people together. Encourage them to post about how they use your product, how it aligns with their goals, or what being part of your brand means.
4. Launch Teasers and Previews
FOMO starts before your audience sees the final product. It's in the waiting. The teasing. Build interest with Instagram stories, teaser emails, or blurry sneak peeks. Countdown posts, cryptic videos, and “coming soon” pages all plant the seed of curiosity. You can leave some subtle easter eggs in your posts to further engage your audience, too.
Another tip is to open a waitlist as they make people feel like they’re early to something big. Waitlists also create buzz when others see that hundreds of people have already signed up.
5. Use Influencers and Advocates Strategically
The right people talking about your brand can accelerate FOMO faster than any ad. It creates trust, authority, and aspirational desire. Remember: it’s not all about how big the name is. Sometimes the micro-influencers with loyal yet niche followings can generate more buzz than bigger names.
Don’t forget your existing fans, too. Turn your loyal customers into your loudest advocates. Give them referral codes, repost their reviews, or invite them into an ambassador program. When real customers hype your brand, others want to join in.
6. Create Shareable Experiences
It’s almost instinctive for people to share interesting experiences on social media. If they find your product to have aesthetic packaging or a curated unboxing experience, they will most likely share these experiences. These may seem like small details, but they matter in the grand scheme of inducing brand FOMO. Additionally, you can give incentives for tagging, posting, or reviewing.
Final Thoughts
Take note that FOMO is mostly about creating moments people don’t want to miss. When your launches sell out fast, customers share their excitement online, and insiders get early access, your brand becomes something people want to be part of.
Limited-time offers push people to act fast, real customer stories build trust, and share-worthy experiences make people feel like they’re part of something special. Add a bit of mystery with sneak peeks or surprise drops, and you’ll keep your audience watching and wanting in.