MAM
Ephemeral content and FOMO marketing: Engaging audiences in a fast-paced digital world
Mumbai: Staying ahead in the ever-evolving landscape of digital marketing, requires constant adaptation to emerging trends. Catching and holding the attention of your audience can be a challenge. A trend that has gained significant traction in recent years is the use of ephemeral content and fear of missing out (FOMO) marketing strategies. In a world where information is fleeting and attention spans are short, businesses are embracing these tools to captivate audiences and foster a sense of urgency. Ephemeral content, characterized by its short-lived nature, offers marketers a unique and engaging way to connect with their audience.
Understanding Ephemeral Content and FOMO:
Ephemeral content refers to short-lived, temporary pieces of multimedia, typically lasting for only a brief period. The rise of platforms like Snapchat and Instagram Stories has contributed to the popularity of this format. The temporary nature of ephemeral content aligns with the modern consumer’s preference for quick, digestible information, making it an ideal vehicle for conveying messages in a concise and engaging manner.
Fear of Missing Out (FOMO) is a psychological phenomenon where individuals fear being excluded from valuable experiences or information. Marketers can tap into this innate human emotion to drive engagement and conversion.
Brands can utilise ephemeral content and Fear of Missing Out (FOMO) marketing in various ways to enhance their digital presence, foster audience engagement, and drive business outcomes. Here are practical strategies for incorporating these elements into a brand’s marketing approach:
1. Immediacy: Ephemeral content demands immediate attention, creating a sense of urgency among consumers. The fear of missing out on time-sensitive information is a powerful motivator.
2. Authenticity: Short-lived content is perceived as more authentic and spontaneous, fostering a connection between brands and audiences. Behind-the-scenes glimpses and real-time updates humanize the brand, making it relatable.
3. Event coverage: Whether it’s a product launch, industry conference, or behind-the-scenes look at daily operations, leveraging ephemeral content to provide real-time coverage creates a FOMO effect. Audiences feel a sense of exclusion if they are not part of the live experience.
4. Visual appeal: Ephemeral content relies heavily on visuals, utilizing images and videos to convey messages. The visually rich nature of this format enhances engagement and resonates with the preferences of modern consumers.
5. Sneak peeks and teasers: Build anticipation by sharing sneak peeks or teasers of upcoming products or announcements. The fleeting nature of ephemeral content adds an element of mystery, driving curiosity and interest.
6. Limited-time offers: Create a sense of urgency by offering exclusive deals or promotions with a limited timeframe. Communicate the urgency through ephemeral content, compelling followers to act quickly to avoid missing out.
Conclusion:
In the dynamic landscape of digital marketing, embracing ephemeral content and FOMO strategies is crucial for capturing the attention of today’s audiences. The immediacy, authenticity, and visual appeal of short-lived content align seamlessly with the preferences of modern consumers. By leveraging FOMO, businesses can create a sense of urgency and exclusivity, fostering deeper connections with their audience in our fast-paced digital world. As technology continues to advance, marketers must stay attuned to these trends, adapting and innovating to maintain relevance and effectively engage their target demographic.
The author of this article is Scenic Communication co-founder Anindita Gupta.
Brands
Jubilant FoodWorks faces Rs 47.5 crore GST demand, plans appeal
Tax authorities flag alleged misclassification of restaurant services
MUMBAI:Â Jubilant FoodWorks Limited has landed in a tax tussle after receiving a GST demand of Rs 47.5 crore from the office of the additional commissioner of CGST and central excise in Thane, Maharashtra.
The order, issued under the provisions of the Central Goods and Services Tax Act, 2017, relates to an alleged incorrect classification of certain services under the category of restaurant services. According to the tax authorities, this classification resulted in a short payment of goods and services tax for the period between the financial years 2019-20 and 2021-22.
The demand includes Rs 47.5 crore in GST along with an equal amount as penalty, in addition to applicable interest. The order was received by the company on March 13, 2026.
In a regulatory filing to the BSE Limited and the National Stock Exchange of India Limited, the company said it disagrees with the order and believes its arguments were not adequately considered.
The company is preparing to challenge the decision and plans to file an appeal. It added that once the redressal process is complete, the demand is likely to be dropped.
Despite the sizeable figure attached to the notice, the company said it does not expect any material impact on its financials, operations or other activities.
The disclosure was signed by Suman Hegde, EVP and chief financial officer, who confirmed that the company received the order at 19:06 IST on March 13 and has already initiated steps to contest it.
The development places the quick service restaurant major in the middle of a tax debate that could hinge on how certain restaurant-linked services are classified under GST rules. For now, the company appears ready to take the matter from the tax office to the appeals desk.
