Have you ever noticed how people rush towards anything that seems exclusive, or is trending on social media? That is not a coincidence, it is FOMO, also known as the Fear of Missing Out, that is drastically influencing how we think, perceive and shop brands. Whilst FOMO is particularly prevalent within influencer marketing, it is becoming a powerful tool within public relations, and tapping into FOMO helps to grab attention, provoke curiosity and stimulate conversation.
Let’s break down how FOMO ties into the PR industry and the extensive impact it has.
SO, what is FOMO?
FOMO is the anxious feeling individuals experience when they feel like they are missing out on something exciting or interesting, which is heavily shaped by social media and social pressures. If we are being honest, we all will have, at some point, been shaped by FOMO. Within PR, the Fear of Missing Out can:
- Generate online buzz, excitement and conversation
- Drive the need for influencer and use-generated content
- Encourage urgency and scarcity
How is FOMO being used in PR?
- Creating exclusive moments
- Surprise product drops and limited-time collaborations with Nike SKNRS to release shoes in limited quantities, on certain dates and times, that often sell out within minutes. These limited time product drops create social media chaos and organic visibility.
- PR influencer trips
- Influencer invite-only events at Coachella which generates FOMO amongst social media followers who live through social media stories and posts.
- Brands like Revolve, Kylie Cosmetics and 818 host pop-up events at the festival in which influencers attend and heavily capture on their socials, encouraging that feeling of FOMO amongst their followers who are not able to attend.
PR is no longer just about press releases and perfected statements; it is about creating the pivotal moments people don’t want to miss out on. FOMO is a smart and strategic way to build excitement and buzz – a simple but effective way to make your brand stand out.
At Prohibition, we believe in combining smart tech with even smarter thinking. Sound like your kind of approach? Let’s talk. Drop us a line at hello@prohibitionpr.co.uk or call us on 0113 430 4160.
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