Facebook Neighborhoods will soon take on Nextdoor

In a bid to “connect local communities on Facebook,” the Neighborhoods feature will provide an alternative to popular community-based apps like Nextdoor.

The Neighborhoods feature was tested in Calgary in October. Now it’s rolling out in Canada more broadly, and should be available to Facebook users in US Cities soon.

In its announcement, Facebook described a few key parts of this new section of the Facebook experience:

  • Dedicated profiles – Your Neighborhoods profile will be different from your main Facebook profile; it will include your interests, favorite places, a bio, the cover photo from your standard profile, and a Posts section

  • Opt-In only – You can choose to join Neighborhoods, or not

  • Age restrictions – You must be 18+ to join

  • Nearby Neighborhoods option – You can choose to join communities close to yours

  • Neighborhood Questions – Participate in community discussions and Q&As

There are a few Groups-specific features that Community managers should be sure to take note of:

  • Neighborhoods-bounded groups can be created so they are only accessible to that community

  • Admins of local Facebook Groups can add their Group into Neighborhoods

  • When you create a group in Neighborhoods, it can be private or open and visible or hidden

Why it matters

Neighborhood-focused Groups and apps like Nextdoor are popular places to connect with the local community. Nextdoor also became even more popular during the COVID-19 pandemic. (The downside is that they are also often sources of negativity: airing of grievances and fear mongering are commonplace.)

With the rise of this form of connection, Facebook must see an opportunity.

For marketers, the integration of a Nextdoor-like experience directly into Facebook could be appealing. Nextdoor has been a hidden gem for local marketing, but many small and medium-sized businesses likely don’t have the bandwidth to invest in yet another social channel. This feature will lower the barriers to those who want to dip their toes in the water.

That said, the Neighborhoods feature might not provide a unique-enough experience compared to Groups to warrant immediate consideration. And the true test will be with users—brands should likely wait to see if users adopt the feature before over-investing.

Related Social Media News

Check out all the latest updates you need to know about below. You cal also view all recent posts.

Here are a few more shareworthy items we’ve been reading this month…

Channel Updates & News:

Stories & Analysis

Looking for More Social Media Help?

The expert team at Dooley Social Studio helps brands get attention by being thoughtful about how they give it. Our goal is to make every social interaction with your company a remarkable one. Get in touch to find out how a partnership with Dooley Social Studio can grow your brand. 

Subscribe to Our Newsletter →



Social Media UpdatesMatthew DooleyMay 2021