Marketing FOMO: The Dangerous Addiction to Staying ‘Relevant’

The world of marketing is no stranger to buzzwords, and one of the eeriest forces to emerge in recent years is the concept of FOMO (Fear of Missing Out). But while FOMO is more commonly associated with social media users glued to curated snapshots of vacations and concerts, a subtler yet equally addictive kind has infiltrated marketing. This “Marketing FOMO” has brands scrambling to stay relevant—sometimes at any cost.
It might feel urgent and necessary to leap onto each new trend or viral moment. However, such behavior can quickly transform from a reliance on relevance to an addiction that sabotages long-term brand growth. Below, we’ll uncover how Marketing FOMO manifests, why it’s dangerous, and how to avoid falling prey to it.

What Is Marketing FOMO?
Marketing FOMO is best described as the intense pressure brands feel to stay ahead of trends or participate in popular conversations. They fear that if they don’t, audiences will deem them outdated or disengaged. At its simplest, Marketing FOMO equates staying relevant with staying visible.
You’ve likely seen this play out. A new social media platform launches, and suddenly every brand is creating accounts to “get in on the ground floor.” A meme goes viral, and marketing teams scramble to slap their brand’s name onto it, desperate for their five minutes of meme-worthy fame. Sometimes, this pays off, but more often than not, the pursuit of fleeting trends leads to awkward execution that alienates audiences rather than drawing them in.
Case in Point: Pepsi’s 2017 Ad Misstep
Pepsi’s infamous 2017 ad starring Kendall Jenner showcased peak Marketing FOMO. The ad attempted to cash in on the social justice movements that were gaining momentum. To its detriment, the execution came across as tone-deaf, trivializing serious issues in the name of selling soda. It was met with immediate backlash and forced Pepsi to not only apologize but also reevaluate its approach. This is a stark reminder that chasing “what’s hot right now” can sometimes set a brand back instead of propelling it forward.

Why Marketing FOMO Is Problematic
The allure of staying trendy often overshadows the risks it brings. Here’s why succumbing to Marketing FOMO can do more harm than good:

1. Compromising Brand Authenticity Chasing trends can make a brand appear insincere. If a company with no connection to gaming culture suddenly starts creating Twitch streams simply because “everyone’s doing it,” audiences will notice. Authenticity is vital, and dabbling in trends irrelevant to a brand’s identity can erode trust.
2. Diluting Long-Term Strategy Constantly chasing the next big thing can distract from broader, more valuable initiatives. A cohesive long-term strategy requires consistency. When Marketing FOMO steers businesses off course, it becomes difficult for them to establish a clear and recognizable identity in the marketplace.
3. The Risk of Public Backlash Not all trends suit every brand. When businesses shoehorn themselves into conversations they don’t belong in, the results can be embarrassing at best and publicly ridiculed at worst. Remember when Burger King tweeted “Women belong in the kitchen” on International Women’s Day in a botched attempt to spotlight gender disparity in the culinary industry? The backlash was swift, overshadowing any intended messaging. This is exactly what happens when Marketing FOMO is prioritized over thoughtful communication.
4. Financial Waste Every social platform, trend, or campaign costs money to execute. Pouring resources into fleeting moments can deplete budgets without yielding meaningful returns. Worse, it may leave marketers without the funds to invest in opportunities aligned with their actual goals.

How to Stay Relevant Without Succumbing to Marketing FOMO
Done right, marketing isn’t about chasing trends—it’s about building genuine connections with your audience. Here are actionable ways to remain relevant without falling into the FOMO trap:

1. Be Audience-First Understanding your audience is paramount. What do they value, and how do they engage with brands? Instead of hopping onto trends that might not resonate, invest in thoroughly researching your target market. Tools like surveys, focus groups, and analytics provide insights that can help you craft strategies tailored to your audience’s needs.
2. Stay True to Your Brand Identity Authenticity always wins. Before jumping on trends, ask yourself if they align with your brand’s mission, values, and tone. If the connection feels forced, it’s likely not worth pursuing. People appreciate brands that know and own who they are. For instance, Patagonia’s environmental campaigns work because sustainability is core to who they are—not just a passing interest.
3. Prioritize a Consistent Long-Term Strategy Rather than spreading your marketing across every trend, focus on building a cohesive long-term strategy. Identify core themes and values that your brand can communicate consistently. For example, Nike has built its marketing around inspiration and perseverance, making it instantly recognizable regardless of fleeting cultural shifts.
4. Use Trends Strategically Avoid dismissing trends outright. Instead, participate in ways that genuinely complement your brand’s voice. Wendy’s approach to Twitter memes is a masterclass in this. Their humor-driven, slightly sarcastic tone makes their engagement with online culture feel natural rather than forced.
5. Resist the Urge to Follow Every New Platform Not every social platform or digital trend is the right fit for every brand. Instead of treating new platforms as must-haves, evaluate whether they align with your goals. For example, a B2B brand may not benefit much from creating TikTok dances, but establishing a strong LinkedIn presence would likely deliver more meaningful results.