I currently work at a place called FOMO WORKS in Stavanger. 

No, it’s not a self-help center for people addicted to social media—but sometimes it feels like it should be. It’s actually a co-working space full of ambitious entrepreneurs, creatives, and tech folks who all seem to have a million things going on at once. 

The name? Well, it’s all about the Fear of Missing Out—on networking, business opportunities, and that next big idea that could change everything. And honestly, it fits perfectly.

Ever found yourself buying something just because there were only “2 left in stock”? 

Yep, that’s FOMO in action. 

It’s that nagging feeling in your gut that makes you think, “If I don’t do this now, I might regret it forever”. 

And marketers? Oh, they know this feeling too well and use it to make you act fast, sometimes faster than you’d like.

In this article, I’ll show you how you can use the FOMO effect in your marketing to boost engagement, conversions, and, ultimately, sales. Ready?

The FOMO effect: why does it work?

Let’s be honest, nobody likes feeling left out. Whether it’s missing a friend’s party or a once-in-a-lifetime deal, FOMO hits us right in the feels. In marketing, FOMO is that little voice whispering: “Hurry up, or you’ll regret it”.

At its core, FOMO is the fear of missing out on something amazing—whether it’s an exclusive discount, a trending product, or an event everyone is talking about. The psychology behind it is pretty simple: humans are wired to avoid loss more than they seek gain. Basically, we’d rather not miss out on something great than actually gain something new.

Marketers love using FOMO because it triggers urgency and excitement. Think about those flash sales with countdown timers or those “Only 3 seats left!” notifications on booking websites. It’s like a digital push, making you feel like if you don’t act now, you’ll be the only one left out.

How to use FOMO in marketing (without being annoying)?

Using FOMO in marketing is like adding chili to your food—too much, and it burns; just the right amount, and it’s perfect. The goal is to create excitement, not frustration. 

Here’s how you can do it the right way:

  • Scarcity Tactics: Let your audience know when stock is running low or an offer is about to expire. Phrases like “Only 5 left!” or “Offer ends tonight!” can trigger quick action without feeling pushy. Add pop-ups with real-time purchases (“Anna from Oslo just bought this!“) with a solution like TrustPulse:
  • Social Proof: People follow the crowd. Show how many others have signed up, purchased, or benefited from your product. “Join 10,000 happy customers” works wonders. Use case studies showing success stories that others will want to replicate.
  • Urgency: Encourage immediate action by offering time-limited deals, exclusive discounts, or early-bird pricing. Try using subject lines in emails like “Hurry! Last chance to grab this deal.”
  • Exclusive Access: Everyone loves feeling special. Offer VIP memberships, first dibs on new products, or early access to deals to make your audience feel like insiders. Create social media campaigns with live countdowns, influencer endorsements, and teaser campaigns: 

FOMO is becoming a staple in marketing meetings everywhere. Marketers are increasingly using this term to strategize their campaigns, and if you haven’t started using it, you’re already a step behind. 

Knowing and applying the FOMO effect in your marketing campaigns can create a sense of urgency and excitement that drives action without leaving a bad taste. 

The key is to balance it well—too much, and people get annoyed; too little, and they won’t even notice. So, go ahead, add a sprinkle of FOMO to your strategy, and watch how it nudges your audience in the right direction.

Categorized in:

Growth Marketing