FOMO marketing: how to create customer lack?

How does FOMO work?

FOMO exploits two major psychological levers:

1. Perceived scarcity : The idea that something is rare or time-limited pushes people to act quickly. Consumers are afraid that the opportunity will disappear if they don’t act immediately. For example, messages like “Only 3 items left” or “Offer valid until tonight” increase anxiety about missing out on a good deal.
2. Urgency : FOMO is reinforced by marketing strategies that create a sense of urgency. Flash sales or limited-time promotions are often used to stimulate this immediate need for action. For example, e-commerce sites like Veepee or Amazon often exploit this technique with countdowns displayed during sales.

Marketing Strategies Based on FOMO

1. Limited Editions : Offering products in limited quantities (e.g. special edition collections) creates a sense of scarcity. Consumers are more likely to buy immediately if they believe the item will no longer be available.
2. Early Access : Giving customers early access to certain products or events creates a sense of exclusivity. This is common in pre-order campaigns or VIP launch events.
3. User-generated content : On social media, consumers share their experiences, showing what they buy or the events they attend. This content amplifies FOMO among those who have not yet purchased these products or had these experiences. For example, Instagram and TikTok are key platforms where brands and influencers share live their purchases or participation in exclusive events.
4. Push Notifications and Emails : Brands often use push notifications or reminder emails to increase the feeling of FOMO. Phrases like “Don’t miss out on this deal,” “Only a few hours left,” or “X other people are looking at this item” encourage users to complete their purchase quickly.

Concrete examples of using FOMO in marketing

• Booking.com : The hotel booking site displays messages like “5 people are looking at this deal” or “Last room available” to encourage users to book quickly.
• Nike : The launch of limited edition shoes via the SNKRS app plays on scarcity and limited availability. Users should act immediately to avoid missing out on the product.
• Amazon Prime Day : This exclusive event for Amazon Prime members is all about FOMO. For 48 hours, temporary offers and flash sales create constant pressure for users to buy before the promotions end.

Conclusion

FOMO is a powerful marketing strategy that leverages human psychology to push consumers to take immediate action. In a digital environment where consumers are constantly exposed to purchasing opportunities, brands that master FOMO can significantly increase engagement and conversions. However, it is important to use this technique in a balanced way so as not to create a feeling of frustration or over-solicitation among customers.