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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.

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

Channel Updates & News:

• TikTok launches #FactCheckYourFeed to support media literacy (TikTok blog)

• New Pronouns feature for Instagram profiles (@creators IG post)

• Pinterest to test livestreamed events this month with 21 creators (TechCrunch)

• Meet KarmaLab: Reddit’s In-House Creative Strategy Agency for Advertisers (Reddit blog)

• Instagram Tests New 'Reshare' Sticker to Better Highlight Feed Posts Re-Shared to Stories (Social Media Today)

• YouTube Announces Expansion of Shorts to All US Users, New Shorts Tab to Improve Discovery (Social Media Today)

• Instagram Insider: Fashion & Beauty 'Zine (IG blog)

• The new Messenger brand: Nothing's changed, everything's changed (FB Design blog)

• 2nd Annual CitizenSnap Report (Snapchat newsroom)

Stories & Analysis

• Pinterest data shows searches for a post-pandemic life are on the rise, with Gen Z leading the way out (Pinterest newsroom)

• WhatsApp is Re-Launching its Controversial Privacy Policy Update, Will Penalize Users that Don't Accept (Social Media Today)

• 'Not A Marketing Moment': Brands Increase Support For AAPI Causes Through Donations And Dialogue (Forbes)

• More than 40 attorneys general ask Facebook to abandon plans to build Instagram for kids (CNBC)

• Facebook’s Oversight Board has upheld Trump’s ban — what’s next? (The Verge)

• Facebook Workplace reaches 7 million paid subscribers Facebook's Workplace enterprise communications software has now reached 7 (CNBC)

• Signal tried to run a very honest ad campaign on Instagram. Facebook said no. (Mashable)

• These InMails Get the Best Response Rates (LinkedIn talent blog)

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