What Is FOMO?

FOMO stands for “Fear of Missing Out.”

It’s that feeling you get when you think you might be missing something exciting or important, like an event, a deal, or even a trending moment online.

FOMO is a psychological phenomenon and a powerful social media marketing tactic that describes the pervasive anxiety that an exciting or interesting event may currently be happening elsewhere, often perpetuated by posts and updates seen on social networks.

The concept gained massive popularity in the 2010s, especially with the rise of social media platforms like Facebook, Instagram, and Snapchat.

Brands often use FOMO to encourage people to take action quickly. You’ve probably seen examples like:

• “Only 2 spots left!”
• “Sale ends tonight!”
• “Don’t miss out on our biggest launch of the year!”

These messages tap into our natural curiosity and the fear of being left behind. But it’s not just about sales: FOMO can also show up in social media when people see others doing something fun or achieving something and want to be part of it too.

How FOMO Is Used in Marketing

Marketers, and especially social media creators, use FOMO to create urgency and encourage quick action. Some tactics used include:

• Limited-Time Offers: Sales or discounts that expire within hours.
• Low Stock Alerts: Notifications stating only a few items are left.
• Ephemeral Content: Content (like Stories) that disappears after 24 hours (see related term below).
• Event Promotion: Highlighting exclusive events or "once-in-a-lifetime" experiences.

In short, FOMO is what pushes people to click, buy, join, or share, because they don’t want to be the ones who missed out. When done right, FOMO marketing and social content can build excitement and momentum around your brand. The goal isn’t to make people anxious, but to inspire them to join in on something meaningful.