Marketers, Forget FOMO. It’s Time for POSTMO

Most marketing teams are still stuck in old FOMO mode: pushing events and content that expire the moment they go live.

But audiences want content on-demand in 2025, so that approach doesn’t work anymore.

In this exclusive interview with Website Planet, Kate Bradley Chernis, founder and CEO of Lately.ai, explains why not just FOMO but the entire “promo” idea is dying, and how a smarter, AI-powered approach is taking its place.

Read on to learn how repurposing your best content over and over can drive more engagement, conversions and revenue (And how Lately does it automatically for 20,000+ businesses).

Why FOMO Marketing Is Dying

FOMO-based marketing (stuff like “Register now!”, “Don’t miss out!”) still dominates how many companies operate. But right now people consume content on their own terms, so any kind of urgency stops working the minute your promotion ends.

And that’s just the start of the problem. In fact, promo also fails to squeeze long-term value from the content it’s built on, because it wastes most of the good stuff: the hard-won ideas buried in presentations, keynotes, interviews, and webinars (which took time and money to create) get used once and then abandoned.

So the real loss isn’t just attention. It’s an unrealized ROI.

Meanwhile, marketers are exhausted trying to keep up with short-term pushes, struggling to fill the content calendar and repeating the same cycle with diminishing returns.

Kate sees this not just as a workflow problem but a strategic failure: brands were burning out their teams and leaving massive engagement opportunities untapped.

So she built the solution her clients actually needed.

The Better Way: Postmo

Instead of relying on pre-event “promo”, Lately turns long-form content into an endless stream of optimized, high-performing social posts.

That’s what Kate calls POSTMO, and here’s how it works:

• Lately scans your video, podcast, or article and learns your brand’s voice.
• It automatically pulls the most engaging moments and rewrites them into dozens of social snippets.
• Then, it drip-schedules them across your channels for months of consistent engagement—all without needing new content or extra effort.

Instead of one shot at engagement, you get hundreds, building sustained, compound interest in your message.

Does Postmo Work? Real Results

Using its own platform to automate a postmo strategy, Lately reported a 98% conversion rate from content to sales conversations. That’s not a typo.

Clients now multiply their content’s value, sometimes by 98x or more, and finally get the long-tail results they’d been missing.

“With Lately, we’ve been able to reduce our social copy creation time by 85%, and cut our copywriting costs by more than half. At the same time, the average reach and impressions of our posts increased by more than 100%.”

**Jonathan Weinert, **Creative Specialist, Editorial Global Content House, Signify

Even top enterprise brands like Google and Nike are shifting away from promo-heavy content calendars and using Lately to stretch their message further and faster.

EDITOR’S NOTE

According to data reports, AI-driven postmo strategies (drip-feeding repurposed content over time) correlate with higher reach, efficiency, retention, and ROI.

Takeaway: now that AI makes postmo easily scalable, the early adopters are already getting ahead.

Sources:
https://blog.hubspot.com/marketing/state-of-ai-report
https://www.netguru.com/blog/ai-content-repurposing-top-tools-and-success-stories-in-2025
https://wordable.io/content-repurposing-strategies/
https://contentin.io/blog/ai-content-repurposing-trends-for-2025/
https://www.mckinsey.com/capabilities/mckinsey-digital/our-insights/superagency-in-the-workplace-empowering-people-to-unlock-ais-full-potential-at-work