The Death Of The Tease: Why FOMO Doesn’t Work Like It Used To

By Dave Van Dyke, President, Bridge Ratings

For decades, media companies—especially radio stations—relied on the time-tested tactic of teasing future content to keep audiences engaged. “Coming up next…” or “You won’t want to miss this in just 10 minutes…” were common phrases, designed to manufacture a sense of urgency and instill FOMO (fear of missing out). But in today’s media environment, that strategy is showing its age—and worse, it may actually be driving audiences away.

The truth is, media consumption habits have fundamentally changed. The rise of on-demand platforms, social media, and short-form video has radically shortened attention spans. Consumers don’t just expect instant gratification—they demand it. They’ve been trained by TikTok, Spotify, and YouTube to get what they want when they want it. In this landscape, the idea that someone will wait through five minutes of commercials or unengaging content just to hear what was teased is not only outdated—it’s insulting.

The core problem is that teasing assumes a captive audience. But in a digital-first world, no one is captive. If your content isn’t immediately compelling, there are a million other options waiting a swipe away. Teasing future content without delivering value now breaks the trust between content creator and consumer. Listeners, viewers, and users feel manipulated—and they won’t stick around.

So how should media companies handle FOMO today?

1. Deliver value up front. Start strong. If you have something great coming up, share part of it now. Give a taste that’s satisfying enough to build trust, but intriguing enough to earn continued attention.

2. Make everything shareable. Instead of teasing for the next hour, create moments worth sharing now. Short, high-impact segments or visuals that audiences can instantly repost or send to others build organic FOMO more effectively than any promo can.

3. Respect the audience’s time. Let go of the old playbook. Today’s media consumers are savvy—they know when they’re being strung along. Don’t just “tease” better content—be better content, consistently.

Gamification, social engagement, exclusive access—all can create FOMO without delay. Reward interaction now, not later.

The new FOMO isn’t about waiting—it’s about missing what’s happening right now. Media companies that grasp this shift and deliver in the moment will earn loyalty. Those who cling to outdated tactics will find themselves talking to.