Leveraging FOMO on Twitter

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Chances are, you’ve heard about the fear of missing out on something. So many of us experience this on a daily basis—whether it’s for a work conference, a friend’s party, or just a family member’s backyard barbecue. The jealousy we feel when we’re not part of something is such a great emotion to use in business. This week on the chat, we invited FOMO creator, May King Tsang to talk to us about how you can leverage FOMO on Twitter. Here’s a summary of our chat.

Guest: May King Tsang
Topic: Leveraging FOMO on Twitter
Format: Eight questions directed at the guest. Everyone’s welcome to share.

Q1: What is FOMO?

FOMO is the fear of missing out. In a business sense, FOMO can help you raise awareness for your brand or cause, and spark curiosity to sell products and generate buzz around a launch. You can even create FOMO as a way to promote your events.

Q2: Can you create FOMO on Twitter without a large following?

Absolutely. Our guest told us about the time she built an Instagram following, from the ground up, to promote an event for her client. With a coordinated campaign on Twitter and Instagram, she managed to help sell out the event. The key to creating FOMO effectively is not how big your following is, but how engaged they are.

Pavel agreed and noted that Twitter Spaces and Communities are handy functionalities to help you create FOMO effectively, regardless of the size of your following.

Q3: Can you create FOMO if you don’t run events for your business?

You totally can! Whatever you’re doing, you can significantly benefit from creating FOMO, before, during, and after. For more on preFOMO, liveFOMO, and postFOMO, check out the presentation May did about this topic for AIM23.

As Alyx also explained, you could create FOMO for workshops, webinars, partner opportunities, and a range of other things. Meeting up with a client? It’s an event. Attending a niche conference? It’s an event. Hosting a meetup? It’s an event, too.

Q4: What is preFOMO?

Creating FOMO about an event in advance is preFOMO. This is when you show your audience what’s going on behind the scenes in preparation for the big event. Posting about how you’re preparing for the event is a great way to entice those in your audience who are still in two minds about attending your event.

Madalyn explained the feeling of preFOMO perfectly: Ever felt nervous and anxious about something that hasn’t even happened yet? Ever been worried that you might get ill the day before and miss your friend’s wedding? That’s preFOMO. You can achieve this by hyping up your event well in advance so that people would want to make sure they book tickets, organize a pet sitter, and block out their calendars early.

Q5: What does it mean to create liveFOMO?

LiveFOMO is about creating FOMO on the day of the event. It’s more than your standard 5-8 tweets on the day. It’s about posting consistently while the event’s happening so that those who waited until the last minute would still have a chance to attend your event. More importantly, though, creating liveFOMO is a great way to ensure that the audience that missed out on the current event will book early for the next one. It’s an ideal promotional tactic for recurring events.

As Yasin explained, to create liveFOMO, you have to share real-time updates. It makes people feel like they’re missing out on something exciting, especially when they see the value of the event. Live tweeting with videos and live-streaming are both good ways to create liveFOMO.

Q6: How can you generate buzz and excitement using postFOMO?

PostFOMO is promoting and creating FOMO for an event that’s just concluded. It’s a handy way to encourage people to buy for the following event. The more flashbacks and throwbacks they see from a recent event they missed, the more they’ll want to be at the next one.

To create postFOMO, you can create summary posts, video and photo highlights, testimonials and case studies, and any after-event media coverage, as Lance suggested.

Q7: Can social media managers create FOMO on behalf of their clients?

It’s important to understand that they’re both different skills. That said, if you’re a social media manager, you can absolutely create FOMO for your clients. It’s all about listening and engaging while creating content and supporting your cause consistently over a defined period. If you’re launching a product or event, you have to have both social media management and FOMO creation.

Our friends from VirtuDesk told us they create FOMO by using positive testimonials and reviews to showcase the value they offer and encourage others to give them a try.

Q8: Share some examples of FOMO that you’ve generated.

May told us about how she built a preFOMO and liveFOMO campaign for Andrew and Pete’s annual conference, Automicon as all as Pods Up North’s event. Check out the link on the tweet for more examples of how our guest generated FOMO for her clients.

Well folks, that’s all from me this week. Thanks for reading through and for more great insights from our chat with May, have a look at this Twitter thread. If you like this summary, you’ll love the real-time chat. Join us next Thursday at 1 pm ET for #TwitterSmarter. We also have an after-chat on Twitter Spaces at 5 pm ET. See you there!

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About me, Narmadhaa:

I write all the things—marketing stuff to pay the bills; haiku and short stories so I feel wholesome. A social media enthusiast, I hang out with the #TwitterSmarter chat crew, and am always happy to take on writing gigs.

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