Can we market using the "Fear of Missing Out?"


"Fear of Missing Out" is a real thing - the acronym "FOMO" has been included in the Oxford English Dictionary. Eventbrite reported that 78% of 18 to 34 year olds would rather pay for an experience than a "thing." They are constantly checking social media to stay on top of the goings-on in the world and amongst their friends.

Forbes delves into the aspect of uncertainty that plays into FOMO. Even when succeeding, those who suffer from the fear are never 100% satisfied knowing there were other options they didn't take. Catherine Chen suggests that this has made it harder for people to say "no."

What this means for us, as web marketers, is that we have to make the difference between good and bad SEO clear, so clients never wonder how they would be doing if they took that neon-lit-but-full-of-quicksand path of blackhat.

On the other side of the coin, it opens up discussion for how this can be used as an opportunity. Since millenials grow jealous of their peers, desire to visit the same places and own the same products, there must be some way we can use envy in our B2C social media marketing. I'm not talking ads in feeds. I'm asking you: how can we get customers to share their purchases with their peers more often, envoking that raw jealousy that leads to impulse spending?