Do you have FOMO ?
This new 2.0 trend is the acronym for “Fear of missing out”, in French, “the fear of missing something”. The fear of missing something is primarily fueled by social networks. These serve as our agenda, always offering more opportunities: events, outings, parties, launches … What to do in the face of this multiplicity of possibilities? Many choose to stay staring at their screens, searching for the status or the tweet that will lead them to the unmissable opportunity.
For a brand, it is a question of remaining attentive to its audiences: it is by being reactive that it can enrich its relevance. By offering an offer that consumers cannot miss, an “exclusivity”, and by addressing them via a privileged network, the brand ensures a conversation with added value.
Immature in the face of technology
This evil seems to me mainly related to a lack of maturity in our relationship with technology. We struggle to interact effectively with it. How often do we check our emails and text messages or the feed of our Facebook, Twitter, or other account? 10, 20, 100 times a day? You would be surprised.
But what are the advantages of brands?
For a brand, it is about staying tuned to its audiences: it is by being responsive that it can enrich its relevance. By offering an offer that consumers will not be able to miss, an “exclusivity”, and by addressing them through a privileged network, the brand ensures a conversation with added value.
Burger King understood this well: by opening its restaurant in Saint-Lazare one day before the announced date, the brand ensured an extraordinary social conversation (more than 10,000 tweets in one day. envious … and aroused a certain incomprehension in the face of such enthusiasm.
However, it is not a question offalling into overbidding and over-information. A strong offer is above all a clear and different offer. A brand must know how to remain faithful to its proposition, to its values and it must resist the temptation to seduce at all costs. This is how it will be stronger and perfectly understood by consumers. If all the opportunities are there, the risk is not to be able to choose.