How to Use FOMO in Your Social Media Marketing

You know that sinking feeling when you see a friend post about an incredible vacation, a stunning dress, or the coolest event ever—and you weren’t there? That’s FOMO—the fear of missing out. And guess what? It’s one of the most powerful tools in your marketing arsenal.

When done right, FOMO can flood social media with buzz about your business or product, creating an irresistible sense of urgency and desire. Whether you’re running an Airbnb, selling clothes, hosting events, or launching a sourdough starter kit, FOMO can transform your brand from “nice to have” to “absolutely essential.”

What Is FOMO Marketing?

FOMO marketing plays on our natural fear of missing out on amazing experiences. It’s about making people feel like they can’t afford to skip what you’re offering because everyone else is already on board. By combining UGC (User-Generated Content) and influencer marketing, you can flood social media with posts that make your brand look like the place to be.

Why FOMO Works

Humans are wired to seek social validation and avoid regret. When people see others raving about your product or experience, they don’t want to be left out. That’s why FOMO marketing is such a powerful strategy: it triggers urgency, curiosity, and a sense of belonging—all key drivers of purchase decisions.

How to Use FOMO in Your Social Media Strategy

1. Partner With UGC Creators and Influencers

A great FOMO campaign starts with diverse content creators. Collaborate with both UGC creators and influencers to show off your product or experience in a way that feels authentic and aspirational.

• UGC Creators: These professionals create high-quality, influencer-style content at a fraction of the cost. They’re ideal for small businesses like Airbnbs, niche brands, or local events.

• Influencers: Work with influencers of all sizes (micro and macro) to amplify your reach. Their audiences trust their recommendations, which can help your campaign go viral.

Example:

Selkie, a size-inclusive clothing brand, went viral by sending their whimsical dresses to influencers of all body types, ethnicities, and locations. By including everyone in their marketing, Selkie created a buzz that made their dresses the must-have item of the year.

2. Create a Sense of Exclusivity and Urgency

Scarcity and limited-time offers are key to FOMO marketing. People want what they think they can’t have. Use phrases like:

• “Only 3 left in stock!”

• “Limited seats available!”

• “Offer ends at midnight!”

Pair this messaging with visuals from UGC creators or influencers to drive the message home.

Example:

The Bridgerton Ball experience was marketed as the event of a lifetime, with immersive Regency-era activities, beautiful costumes, and unforgettable moments. By using UGC and influencer posts, they created an exclusive vibe that made everyone feel like they had to be there—or else miss out on a magical night.

3. Prioritize Diversity in Your Marketing

People are more likely to engage with your brand when they see themselves reflected in your content. This means partnering with content creators of different sizes, ethnicities, and locations to make your brand feel welcoming and inclusive.

Why it matters:

Diverse representation isn’t just a feel-good move—it’s a proven way to increase engagement and sales. When your audience feels seen, they’re more likely to spend their money with you.

Example:

Selkie didn’t just send dresses to traditional influencers—they also included plus-size creators, breaking industry norms. This inclusivity made their brand feel accessible and desirable to everyone, skyrocketing their popularity.

4. Encourage Social Proof

UGC is a goldmine for FOMO marketing because it’s authentic and relatable. When customers share photos, videos, and reviews of your product or experience, it creates a domino effect.

• Tip: Repost customer content on your social media channels to amplify their voices and encourage others to share their experiences too.

Example:

The Bridgerton Ball encouraged attendees to share their photos and videos, filling Instagram and TikTok with dreamy snapshots of the event. The result? A FOMO-fueled frenzy that kept tickets selling out.

5. Make It Easy to Share

A FOMO campaign works best when it’s easy for people to share their experiences. Create branded hashtags, set up photo opportunities, or offer incentives for tagging your brand in posts.

• Hashtag Ideas: #StayAtMyAirbnb, #SourdoughGoals, #WearTheDress

• Photo Ops: Think Instagram-worthy backdrops, beautifully plated meals, or quirky packaging.

Why FOMO Works Best With UGC and Influencers

Combining UGC and influencer marketing is the secret sauce to FOMO success. Together, they:

• Raise Brand Awareness: Flood social media with posts about your brand.

• Build Trust: UGC feels authentic, while influencers lend credibility.

• Drive Action: FOMO + a call to action equals skyrocketing sales.

For small businesses, this approach is cost-effective and scalable. Whether you’re running an event, promoting a product, or renting out a dreamy Airbnb, UGC creators and influencers can bring your brand to life and make everyone want in.

Final Thoughts

FOMO isn’t just a marketing strategy—it’s a powerful emotion that can drive real results for your brand. By leveraging UGC creators, influencers, and diverse representation, you can create a campaign that makes people feel like they can’t afford to miss out.

So, are you ready to turn your social media into a FOMO-fueled frenzy? Whether it’s a dreamy vacation, a must-have dress, or the event of the year, your brand could be the next big thing that everyone’s talking about.