15 FOMO Marketing Strategies & Techniques to Drive Sales 2024

The concept of FOMO, also known as “Fear Of Missing Out,” refers to the distress experienced when one is excluded from a social gathering or novel opportunity.

FOMO marketing capitalizes on this feeling to convince consumers to purchase a particular product, aiding companies in boosting their sales and minimizing abandoned carts.

Learn how to generate FOMO and integrate it into your marketing strategy with the help of this guide!

FOMO in marketing – what is that?

FOMO marketing uses tactics to create a sense of urgency in the target audience, encouraging them to act quickly before missing out on an opportunity. The fear of missing out drives impulsive purchasing decisions.

FOMO marketing appeals to all consumers and can effectively increase conversions, sales, and revenue. Our natural aversion to risk makes us hesitant to invest in products that may not fulfill our needs.

While FOMO can have downsides, it can also inspire individuals to embrace new experiences and discover new options.

FOMO marketing leverages the optimistic side of FOMO to boost desire and promote current trends. By highlighting a product’s popularity and creating scarcity, marketers can enhance its appeal.

Moreover, this approach can shorten the typical customer’s journey, leading to a decrease in their overall acquisition costs.

15 examples of marketing strategies utilizing the fear of missing out (FOMO)

Here are 15 ways to integrate FOMO into your marketing plan.

1. Creating time-limited deals
2. Using social proof
3. Creating limited edition products
4. Enhancing cross-channel marketing efforts
5. Improving your copy
6. Leveraging competition
7. Highlighting previous deals
8. Doing live story sales
9. Showing remaining stock
10. Working with creators
11. Featuring past clients
12. Creating targeted discounts
13. Using targeted CTAs
14. Showing a countdown timer
15. Creating a FOMO marketing calendar

Utilizing these tactics will allow you to enhance your impact by tailoring your marketing message to a more specific target audience.

By analyzing your customers and grasping their shared characteristics, you can pinpoint the main issues you can address for them. Emphasizing past opportunities that were overlooked is another crucial aspect of a FOMO marketing strategy, demonstrating the missed value and thereby motivating customers to take action.

Presenting your visitors with actual deals and choices they may have missed out on will boost their drive to explore new possibilities.

Creating time-limited deals

Establishing deadlines is crucial for FOMO marketing. Our brains are programmed to adhere to deadlines, which creates pressure for us to make the right choices.

This principle also applies to making buying decisions, where timing is critical and leads to impulse buys.

However, it is important to stick to the deadlines you set. Continuously extending deadlines will make customers accustomed to the offer being available even after it technically expires.

Amazon is a prime example of effectively utilizing this marketing strategy. They frequently run “Limited time deal” promotions that only last for 24 hours, prompting customers to make quick purchases within that time frame in order to take advantage of the deal.

Using social proof

Utilizing social proof can induce FOMO, but knowing the optimal timing for its use is crucial for maximizing its effectiveness.

Ideally, social proof should be integrated towards the end of the sales funnel, when consumers are nearing their purchase decision. In certain cases, social proof alone can prompt people to make a purchase.

A recommended approach is to showcase testimonials from current clients on social media platforms.
When potential customers come across positive reviews and experiences shared by others regarding your brand, they are more inclined to make a purchase.

For instance, the Nudgify app offers social proof notifications that display the actions of other website visitors. These notifications indicate the number of people viewing a product (“Live Visitor Count”), recent visits (“Popularity Nudges”), and more.

Creating limited edition products

Creating special edition items that are exclusively offered for a limited duration cultivates a feeling of exclusivity and rarity.

Offering distinct and exclusive deals, particularly those that are available for a restricted time, provides a compelling incentive for visitors to subscribe to your newsletter, for instance.

Building a subscriber list becomes more manageable when you provide something valuable in return for new sign-ups, a cornerstone of effective FOMO marketing campaigns.

A lot of individuals appreciate having unique products, therefore limited edition sales can be a powerful strategy for your business.

FOMO Marketing examples - H&M

Enhancing cross-channel marketing efforts

It is advisable for all brands to implement a multi-channel marketing strategy in order to reach their entire target audience.

Different social media platforms are favored by different individuals when it comes to interacting with brands, which can be utilized to your advantage.

By informing followers on one platform that exclusive content will be available on another platform, such as showcasing new products briefly on TikTok and providing full tutorials on YouTube, you can create a sense of FOMO and encourage them to follow you on multiple channels.

By using this approach, you can increase your follower count across various platforms.

For instance, company’s like Booking.com have introduced “App-only Offers” to incentivize customers to download their app.

Improving your copy

How you convey your message to customers plays a significant role in FOMO marketing.

Your written content must create a sense of urgency in your desired audience and encourage them to make a purchase.

Therefore, it is important to create a message that suggests the possibility of missing out on a great offer if immediate action is not taken.

By using powerful verbs, you can effectively induce FOMO in potential customers. Consider using phrases such as:

  • Don’t miss out on this deal.
  • Last chance to…
  • Hurry up before it’s gone!
  • Only X items left

Your audience needs to be convinced to act quickly in response to your message. Create urgency by making them believe that if they delay, they will miss out on a great opportunity.

For instance, Booking.com reveals that there is “only 1 room left at this price” for a specific hotel. This tactic is sure to prompt individuals to make their reservations without hesitation.

Leveraging competition

Missing out on good deals is never fun, especially when someone else snatches them up instead. Use this competitive drive to your advantage by creating a strong Fear Of Missing Out (FOMO) for customers. One way to do this is by showcasing that others are also interested in the products you’re eyeing.

This not only adds social proof to the product’s quality, but also creates a sense of competition in securing the item. This can result in spur-of-the-moment purchases.

For instance, Airbnb utilizes this strategy to promote popular travel destinations. By highlighting destinations that are in high demand among other travelers, they tap into the competitive nature of customers.

Highlighting previous deals

To amplify your FOMO marketing even more, highlight the various chances that your clients are passing up on.

It can be alarming to realize that simply being delayed or not responding promptly could result in missing out on significant financial opportunities.

This anxiety, known as FOMO, may prompt you to act quickly in order to avoid missing out on potential deals!

Taking advantage of this fear can sometimes be all it takes to convince customers to make a purchase. Booking.com, for instance, effectively utilizes this tactic.

They effectively leverage FOMO with phrases like “Sorry, unavailable for your dates!”

Doing live story sales

Live Story Sales are an effective content marketing tactic as they are exclusive to a specific time and location, making them more enticing for potential customers. This may limit the audience reach, but it creates a sense of urgency for prospects, encouraging them to take action immediately.

If individuals do not participate in the live event, they will miss out on special offers and valuable information.

Utilizing live sales can help in creating a pre-planned strategy. By getting a commitment from viewers to attend a live event, you can later ask for a larger commitment.

By prompting leads to RSVP, you can gather email addresses for future email marketing campaigns.

For instance, many small business owners utilize Instagram Live Stories to sell limited quantity products or exclusive releases.

Showing remaining stock

Highlighting the limited availability of your product or offer will prompt customers to act quickly. This not only indicates high demand for the product, but also adds to its perceived value.

Even without setting a specific deadline, the fear of missing out can create a sense of urgency among customers.

For instance, popular fashion companies like Asos often use “Notify me!” alerts on their website or app to indicate when products are out of stock, effectively triggering FOMO.

By leveraging FOMO on their e-commerce sites, these brands aim to show customers that their collections are nearly sold out, encouraging them to make a purchase before it’s too late.

Working with creators

Collaborating with influencers in marketing is not a new practice. The idea is quite simple:

Identify individuals with a significant following that aligns with your target audience, and then request them to promote your brand to their followers.

Influencers can be discovered on various platforms such as YouTube, Instagram, Twitter, TikTok, and more.

Additionally, it is important to consider professional partnerships as well. Many businesses possess extensive email lists that they may not utilize.

You have the opportunity to create partnerships with other companies and encourage them to promote your brand to their subscribers. However, it is crucial to ensure that these collaborations are carried out in an ethical, non-spammy, and mutually beneficial manner.

Featuring past clients

You may have come across this FOMO marketing strategy on the front page of various websites.

This is a common practice among major global brands, yet it often goes unnoticed by new marketers.

By showcasing the well-known clients you have worked with, you are more likely to attract and engage visitors.

New visitors will naturally connect your company with the reputable brand names they are familiar with and admire.

This will make them more inclined to use the same tools as these leading companies and give your solution a try.

Creating targeted discounts

Offering giveaways is a popular strategy in the events and entertainment sector to evoke a sense of FOMO.

By restricting free items to the first 100 purchasers, event organizers are motivating attendees to come early.

Another approach is to prompt potential clients to act swiftly by presenting a discount deal with a limited number of slots available.

For instance, AppSumo, a SaaS listing site, provides unique discounts on software packages. By capping the number of available offers and showcasing sold-out deals, their impact is enhanced.

Using targeted CTAs

“Act Fast” alerts provide customers with a cutoff date to place their order in order to receive the item by a specific date. This natural deadline is more effective in prompting action without pressuring sales.

By instilling a sense of ownership, these notifications prompt customers to envision themselves with the item (known as the Endowment Effect).

By changing the color of your call-to-action button, you can clearly indicate the necessary actions for customers, making it an effective visual cue to take action.

For instance, ASOS included a “Selling Fast”:

Showing a countdown timer

Utilize countdown timers on your website or in emails to instill a feeling of urgency and prompt customers to take action before time is up, a practice integral to successful FOMO marketing campaigns. To effectively utilize urgency, ensure the deadline is clearly communicated.

When paired with special promotions, countdown timers can greatly influence consumer behavior. If your goal is to boost sales rapidly, consider implementing a countdown timer to drive spur-of-the-moment purchases.

It is important to use this strategy cautiously, as it can impact the credibility of your brand over time.

Creating a FOMO marketing calendar

By focusing your marketing efforts on specific occasions, you can naturally generate a fear of missing out (FOMO), an effective marketing strategy that can significantly enhance campaign success.

That is why having schedules and detailed planning are crucial. By highlighting events like product launches, brand releases, and sales, you can convey a sense of scarcity effectively.

A marketing calendar centered around timed product releases can drive up sales and enhance the perceived value of the product.

The marketing strategy involves professional public relations and well-thought-out sales tactics to ensure that there is more demand for tickets than the available supply.

For instance, here is an example for the Tomorrowland Festival:

Advantages of using FOMO in Marketing

FOMO marketing provides numerous advantages for businesses.

A few of these advantages include:

  • Creating excitement and hype around your product or service can boost recognition and exposure for your brand.
  • Encouraging prompt action from individuals can result in improved conversion rates, making your customers feel valued and connected to your brand.
  • Boosting customer loyalty by instilling a feeling of urgency and enthusiasm.

Avoid these mistakes in FOMO Marketing

Using FOMO marketing can yield great results, however, it is crucial to implement it in an ethical manner and steer clear of these typical errors:

  • Excessive use of FOMO marketing can result in “customer fatigue”.
  • The use of deceptive information or fabricated social proof to induce a feeling of urgency can harm your brand image and result in a decline in trust.
  • Misidentifying the target audience can result in a lack of interest and interaction, ultimately wasting time and effort on your part.

Why combine FOMO and marketing?

In summary, FOMO marketing is successful as it taps into our inherent desire to be part of special and thrilling experiences, and avoid missing out on something worthwhile.

By generating a feeling of urgency and exclusivity around a product or service, businesses can prompt customers to make swift decisions and boost their sales.

Nevertheless, it is crucial to practice ethical FOMO marketing and steer clear of making untrue or deceptive statements, as this could harm the reputation of your company in the long run.


Q: What is FOMO marketing?

A: FOMO marketing, short for “Fear of Missing Out” marketing, is a technique that leverages the psychological principle of scarcity to create a sense of urgency and drive action among consumers.

Q: How can I use FOMO marketing to boost my sales?

A: You can use FOMO marketing by creating campaigns that highlight limited availability, special promotions, or time-sensitive offers to motivate customers to make a purchase quickly.

Q: What are some examples of effective FOMO marketing techniques?

A: Some effective FOMO marketing techniques include countdown timers, limited edition products, social proof showcasing high demand, influencer collaborations, and exclusive access offers.

Q: Why is FOMO marketing considered a powerful tool in driving sales?

A: FOMO marketing triggers a sense of urgency and scarcity, tapping into the fear of missing out on a valuable opportunity, which can prompt customers to take immediate action and make a purchase.

Q: How can I create FOMO in my marketing campaigns?

A: You can create FOMO in your marketing campaigns by emphasizing scarcity, exclusivity, and time sensitivity, and by using persuasive messaging that conveys the benefits of acting quickly.

Q: What are the best FOMO marketing strategies to increase customer engagement?

A: The best FOMO marketing strategies to increase customer engagement include offering limited-time discounts, hosting flash sales, providing early access to new releases, and running social media contests with time restrictions.

Q: Is FOMO marketing an effective tactic for all types of businesses?

A: FOMO marketing can be effective for a wide range of businesses, especially those in industries where creating a sense of urgency and exclusivity can drive customer interest and sales.


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