Araz Gholami

Imagine you’re walking past a bakery. The sweet smell of fresh croissants drifts into the air. There’s a line outside, people chatting excitedly, and a sign in the window: “Last batch of the day, selling out fast!”

Suddenly, your stomach growls. You weren’t even hungry, but now you need one of those croissants. You get in line.

That’s FOMO in action. Fear of missing out. It’s a powerful, primal driver of human behavior that can be harnessed in marketing—and done right, it can make your customers feel like they simply can’t live without your product or service.

Why FOMO Works

We humans are wired to avoid loss. Behavioral scientists call it “loss aversion.” Essentially, losing something feels worse than gaining the same thing feels good. And that’s where FOMO marketing comes in.

It’s not just about showing people what they could gain. It’s about showing them what they’ll miss if they don’t take action. This emotional response can be strong enough to push people over the edge to make a purchase, subscribe, or sign up.

People don’t want to be left behind. They don’t want to feel like everyone else is enjoying something they can’t. The idea that there’s limited time or availability adds urgency—and urgency makes action feel necessary.

The Magic Ingredients of FOMO

FOMO marketing is about crafting a situation where the customer feels they might lose out if they don’t act. Let’s break it down into three key ingredients:

1. Scarcity
   Make your product feel rare. Limit availability, time, or quantity. Say there are only 50 spots for your online course, or that your sale ends in 24 hours. When something feels exclusive or hard to get, its value shoots up in the customer’s mind.
2. Social Proof
   Show that others are buying, using, and loving your product. When people see others benefiting, it taps into a deep desire to belong, to be part of the “in” crowd. If hundreds of people have left five-star reviews for your product or if influencers are sharing your stuff, it triggers the “I need this too” feeling.
3. Urgency
   You want to create the sense that time is running out. Whether it’s a limited-time offer or a fast-selling product, urgency makes people take action now instead of later. And here’s the key—later often never comes. If you don’t make them act today, they might never act.

Examples You’ve Probably Seen

Think about those countdown timers on e-commerce sites. You’ve got 15 minutes left to complete your order, or your cart will expire. Or, those emails you get: “Only a few spots left—reserve yours now!” Suddenly, you’re typing in your credit card number.

Look at companies like Apple. When a new iPhone is about to launch, they build hype with pre-orders and limited stock. People line up for hours, afraid they’ll miss out if they don’t get theirs on release day.

Even apps like Airbnb or Ticketmaster tell you how many people are currently viewing a listing or how few tickets are left for a concert. It feels like a race, and no one wants to lose.

How to Implement FOMO Marketing in Your Strategy

Now, how do you bring this into your business? Here are a few ideas to get you started:

• Limited-Time Offers: Sales that expire quickly, flash deals, or special discounts only for early birds. Time limits create urgency, and people rush to avoid missing out.
• Exclusive Access: Offer something not everyone can get. Early access to new products, VIP memberships, or limited-edition releases. People want what’s exclusive, rare, and hard to obtain.
• Show Popularity: Use numbers to show demand. “10 people are viewing this right now,” “Only 3 spots left,” or “500 people have signed up so far.” Social proof shows people that they’re part of something bigger.
• Highlight Missed Opportunities: Let your audience know when something’s gone. “Sorry, you missed it!” This drives home the point that acting fast is necessary and creates an environment where next time, they won’t wait.

FOMO Done Right: A Word of Caution

FOMO marketing is powerful, but it can also backfire if you overdo it or if you’re not being honest. People can smell desperation or manipulation a mile away. If you claim scarcity when there isn’t any, or fake urgency for every single sale, it could erode trust over time.

The key is balance. Use FOMO sparingly, and make sure it’s tied to real limits or timeframes. You want to build trust and excitement, not push people away with pressure tactics.

In the End, It’s About Connection

At its core, FOMO marketing taps into something human: the desire to be part of something, to belong, to not be left behind. You’re offering your audience a chance to feel included, to grab something that not everyone else will have. If you do it authentically, FOMO can be a way to not just sell a product, but to create an emotional connection with your customers.

And that’s where the magic happens. When people feel they’re part of something special, they’re not just buying a product—they’re buying an experience, a story, a feeling. And they’ll keep coming back for more.

Make it about the people, not the tech or tricks. Be real. That’s how you make FOMO work for you.