The art of event FOMO.

How to build buzz before your doors open.

In a world where every notification is competing for our attention, getting your audience invested before your event even starts is crucial. This is where FOMO (Fear of Missing Out) comes in—that feeling of not wanting to miss out on something unique, exclusive, and unrepeatable.

When done right, FOMO doesn’t just fill up your venue; it makes your event the talk of the town before it even happens.

1. The power of teasers

Think of teasers as a well-timed “spoiler”: they reveal just enough to spark curiosity but never give everything away.

Share short videos on social media showing the setup, venue details, or inspirational quotes related to your brand.
Post behind-the-scenes photos with messages like “something big is coming.”
Use Instagram Story countdowns to prompt your audience to set reminders.

Example: Puma shared only the silhouettes of a limited-edition collaboration on Instagram. The result: thousands of comments speculating before the official launch.

2. Insiders & behind-the-scenes

People love feeling like they have access to something others don’t. Giving your community a sneak peek behind the curtain boosts engagement and makes them feel like part of the process.

Share quick interviews with the creative team.
Show off design materials or details that will be used during the event.
Launch a secret hashtag just for insiders following the process.

Bonus: Turn your employees, partners, or brand ambassadors into storytellers for the pre-event experience.

3. VIP lists and exclusivity

Nothing creates more FOMO than the feeling that not everyone can get in.

Launch a limited pre-registration for the first people to sign up.
Create a VIP list with perks like early access, a special gift, or a meet & greet.
Announce on social media that tickets are sold out (even if it’s just the first batch).

Example: Apple has mastered this strategy: every keynote feels like an exclusive global event that everyone wants to be invited to, even if they’re just watching on a screen.

4. Real-time storytelling

As the event gets closer, share milestones and small moments to keep the conversation going:

“We’ve just received the first batch of products…”
“This is what our space is starting to look like…”
“Only 3 days left and these artists are already confirmed…”

The audience feels like they’re following a show they don’t want to miss.

5. Conclusion: Selling an experience before it exists

FOMO isn’t about manipulation; it’s about getting your audience excited about the promise of a unique experience. A well-designed communication strategy can ensure your event is packed before the doors even open and that digital word-of-mouth is working in your favor.

Final tip: Combine scarcity (limited spots), exclusivity (only some get early access), and storytelling (sharing the “journey” to the big day). This mix is the magic formula for making your event the most anticipated one yet.