Wicked Wins: Utilising FOMO for Killer Campaigns

In this digital age, young people receive constant streams of online and in-person information leading to social media fatigue and experiences of FOMO (fear of missing out). This fast-paced world can be thrilling but also increases pressure on the digital native generation; gen Z to keep up appearances online and with the ever-changing social media trends. The overload of information can make it difficult for brands to shine and make an impact amidst the chaos. This week’s 52INSIGHTS explores how FOMO is still alive and thriving in youth culture and how it impacts youth perception of self-image. 

Since the global pandemic, gen Z has experienced a new epidemic of loneliness with 73% feeling lonely and lacking human connection. During that time, many depended and still depend on social media to feel connected to other people. FOMO is woven into the social fabric of today’s youth with the majority being active online daily and with a staggering 54% spending more than four hours a day on social media. A recent survey found that 64% of gen Z around the world reported experiencing FOMO at least once a week, with this number spiking in locations with high social media usage - America, Europe and East Asia. This shows a growing urge among gen Z to participate in shared experiences that define their social circles and is a need that brands and influencers tap into by promoting exclusive or limited-time offerings. 

📱 😱GEN Z AND THE FEAR 😱📱

Gen Z were born between 1996 and 2010 and were the first generation to grow up with the internet, leading to their sense of identity being shaped largely by social media, the global pandemic, concerns about climate and financial stability. Understanding FOMO and people’s measure of self-image isn’t just useful, it’s essential to navigate gen Z’s social, economic, and personal values.

Influencers are the catalysts of all things trending online, and the cost to opt in is great. When influencers share clips of their luxurious lifestyles, they promote the idea that following trends is not only enjoyable but also a way to boost social status.

For instance, when an influencer showcases a new skincare product on their social channels, they aren’t deceiving their followers into thinking they’re skincare experts. Instead, their audience is drawn to the influencer's lifestyle itself. Followers buy into the notion that using the same products or attending the same events will bring them closer to the influencer's elevated social status.

“It’s hard not to feel FOMO when you see influencers having amazing experiences. It’s not just about the event or what brands they’re receiving gifting from, it’s about wanting to feel like you’re part of something that everyone is talking about.” - Amy (19), London, The Love Network

✨🔮FORTUNE TELLING FOR BRAND ENGAGEMENT 🔮✨

Self-image has become a defining feature of gen Z. In a digital world where likes, followers, and engagement are publicly visible, self-image has become a form of social currency. Instagram now has a feature that hides the amount of likes a post receives to try to combat this, but is it enough? Influencers are now using the ‘close friends’ feature and broadcasting channels on Instagram or creating private accounts on TikTok to utilise FOMO and create an environment of superiority that builds on the idea that fans have exclusive access to their idol. For example, TikToker Chris Olsen has a private account on TikTok to build Club Chris which has reached over 6 million members. Here, he shares life updates exclusively to his private account members giving viewers a sense of being in his inner circle. 

The popular running and fitness app, Strava successfully uses FOMO and self-status by creating a strong sense of community for users by allowing athletes to track, share, and compare workouts. The effect of the app is clear from the term ‘Strava Fomo’ and the phrase “If it’s not on Strava, it didn’t happen” being coined. The app not only appeals to people’s competitive nature but also taps into user’s innate need to feel connected.  With over 120 million users worldwide, users are motivated to improve while also receiving validation through metrics like kudos, leaderboards and achievements which are available for their friends to see. Strava balances FOMO and self-image which helps maintain a supportive community and has resulted in loyal and returning app users looking to surpass their personal bests and keep improving their Strava status. 

Sometimes, when brands use FOMO to capture their audience's attention, it can backfire. Tarte Cosmetics sent a group of thirty influencers on a luxurious trip to Bora Bora as part of their “Welcome to Trippin’ With Tarte” campaign. The brand trip included private planes, full-expense paid stays in the Four Seasons and extravagant welcome gifts for the lucky influencers under the unwritten agreement for earned social posts. The popular makeup brand quickly received a tsunami of negative comments from loyal customers with some vowing to never buy Tarte products again. 

🤔 👀WHY IS THIS RELEVANT TO ME? 👀🤔

Brands have a unique opportunity to leverage FOMO as a tool to create authentic and inspiring connections with gen Z. By making limited-edition releases, exclusive content from privatised accounts, broadcast channels, or time-sensitive drops, brands can generate excitement and a sense of community with youth consumers. However, it is imperative for brands to find a balance as going to the extremes of luxury or exclusivity can alienate their target audience by being tone-deaf and overly flashy. Brands must keep authenticity, accessibility, and value at the forefront of FOMO-driven strategies to ensure they enhance rather than erode their relationship with gen Z. 

Recently, we worked with HEINEKEN Ireland and teamed up with local streetwear brand Emporium (as part of a wider initiative to support young Irish creatives) to create a limited edition run of tees. The collaboration tees were made available at the Electric Picnic festival in Ireland and at the Emporium store in Dublin in a very limited capacity. 

“People swarmed to the Heineken stage at EP and at the Emporium store; we had fans queuing up for hours before the tees were released, which showed the effectiveness of the limited edition strategy. We also saw social posts for weeks afterwards, with festival goers, influencers, and brand fans wearing the T-shirts in public and posting the merch, generating earned social coverage and awareness. It was amazing to see so many consumers reach out to the brand pages asking for more tees to be released after they had all been snapped up.” - Michelle Rowley, senior brand manager, HEINEKEN Ireland

“We played on the limited nature of a streetwear brand drop to produce a limited capsule collection available exclusively at both EP and the Emporium store. Fans of both brands knew that the drop was highly limited, and wouldn’t be available for purchase. This limited edition collectors item was available only for free, for those who were there when it dropped. The scarcity and FOMO created a social media wildfire where people appealed to their network to help them get a tee from EP, creating a huge number of social media impressions and driving real-life engagement.” - Robbie Fidgeon-Kavanagh, founder and director, Emporium

Looking to the future, brands should aim for campaigns that resonate with gen Z’s values, allowing them to be part of something exciting and meaningful without compromising transparency and relatability.