Digital marketing based on fear of being left out.

In the world of online social media, it's common to find people sharing their stories, whether related to life experiences, travels, or even the purchase and use of trendy social media products. While one person shares these stories, the other person, the audience, might feel that they're missing out on something in life, leading to a sense of filling that void in their minds by being a part of those experiences and communicating to the world that they are not left out. This phenomenon is known as the Fear of Missing Out or FOMO.

The FOMO phenomenon has been utilized in online marketing and is often seen in the social media trends where people share products or services from various brands. This has been evident in recent times, such as in food consumption, watching TV shows, traveling, staying in different accommodations, or even reading news or social issues. This consumer behavior is followed by sharing to let others know that they are part of the ongoing trend. Moreover, a study during COVID conducted by the American Psychological Association found that 56% of adults experienced FOMO, indicating its significant influence on marketing strategies to persuade consumers to buy products and services from brands.

From a psychological perspective, a systematic study has been conducted to understand the causes and impacts of FOMO. The factors contributing to FOMO in one person consist of two parts:

1. The belief that others are having positive experiences in life while they are not.

2. The human need for communication with others because of our need for sense of belonging.

The fundamental factor is the feeling of anxiety or the preoccupation with what's missing in life. If this feeling becomes excessive, it leads to mental health issues. People then tend to resort to the second factor, which is contacting others to reduce these feelings.

From the perspective of those unaffected by the psychological impacts of FOMO, such as feeling anxious about new social trends or starting to distance themselves from social groups, one way to mitigate these impacts is to start communicating with people nearby or making new connections through various activities.

Although FOMO can be beneficial, especially in marketing, the psychological impact on the recipient of others' stories, leading to feelings of fear and anxiety, should not be overlooked. Social media users should be aware not only of marketing strategies by observing content from both brands and people around them but also of their own feelings to avoid purchasing unnecessary products or sharing things."