Every year, as the days grow shorter, cold winds blow in from the north, and the barrier between our world and the world of ghosts and ghouls becomes thin, people don masks and disguises to evade the malevolent spirits that emerge to haunt the realms of the living. That’s how the old story goes anyways. Even if it isn’t actually true, its legacy endures, as people still love dressing up for Halloween. For most people, it’s the one chance a year to dress up in costume and assume a persona different from their own.

The fear of missing out, or FOMO, affects nearly everybody. FOMO is a powerful social force that compels people to join in on popular trends and experiences. While FOMO as a concept predates social media, feelings associated with it have grown more intense with the rise of these platforms. Whether it’s about a party you didn’t get invited to or the latest industry trend, FOMO can manifest in personal and professional matters. Lately, the hottest trend in communications and marketing is TikTok, the fastest-growing social media network in the world. While many companies are eager to capitalize on this growth, others wonder if TikTok is right for them.