In the world of digital marketing, emotions are one of the strongest drivers of decision-making, and among them, fear of missing out (known as FOMO – Fear of Missing Out) holds a special place. This psychological phenomenon is based on the human need not to miss an opportunity, event, or experience that others are having. In marketing, FOMO is used to encourage faster decision-making and increase sales.

Brands most often achieve this by limiting the availability of an offer or the duration of a promotion. Messages such as Only 2 items left in stock, Discount ends at midnight, or The first 100 customers receive a gift create a sense of urgency. People then act on impulse because they do not want to lose an opportunity that may no longer exist.

FOMO is not used only in sales campaigns. It is also present on social media, where brands create a sense of community through posts, behind-the-scenes content, or exclusive news. The audience wants to be part of the trend, to not be left out of the story, which increases engagement and loyalty.

However, it is important to note that overusing FOMO tactics can have the opposite effect. If the audience notices that limited offers are constant or fake, trust in the brand declines. Authenticity and consistency in communication are key to ensuring that FOMO does not cross the line into manipulation.

Successful brands use FOMO wisely and in moderation, with clear value for the user. The goal is not to make the audience feel deceived, but to remind them that the best opportunities are often fleeting.