As explained by Facebook:
“People have always used Facebook to connect with their neighbors – rallying to support local businesses, asking for recommendations and advice in local groups, offering support or meeting neighbors who share common interests. Throughout the pandemic and especially over the past year, we’ve seen how crucial these connections can be. Facebook Neighborhoods make this task easier, bringing the local Facebook experience together in one place. ”
As you can see in the images above, Neighborhoods is a separate element of Facebook, which allows users to join specified local communities, in order to better facilitate connection in your neighborhood.
Users set up a Neighborhood Profile, which includes a separate neighborhood biography, along with your name and Facebook image, and can then connect with local community groups and causes, while finding new opportunities for interaction and leadership. advice.
“You can find vibrant local Facebook groups about your area, or you can create your own neighborhood-limited groups based on your interests. Admins of local Facebook groups can add their group to neighborhoods to make it easy for people living nearby to find it, and people who use neighborhoods can create or join groups limited to neighborhoods that are accessible in the Neighborhoods experience. ”
And of marketing interest, Quartiers also includes a “Recommendations” element for local businesses.
“Recommendations are listed in neighborhoods for suggestions from your local community. Plus, Neighborhood Favorite Polls allow neighbors to vote on their favorite places and businesses in the area, including restaurants, parks and more.
This could offer new opportunities for understanding and awareness, while Facebook will undoubtedly at some point come up with new advertising options aligned specifically with neighborhoods, to help connect with local audiences.
Users can choose to join their own neighborhood, while they can also join nearby neighborhood groups to see neighbors and posts from your surrounding neighborhoods. There are some restrictions on this, but the impetus is around connecting communities and providing more ways to connect with those in your area.
Which over the past year has grown into a much bigger focus and has seen Nextdoor, the most well-known local login app, increase download graphics accordingly.
This is probably what piqued the interest of Facebook.
Indeed, at the start of the pandemic, Nextdoor saw an 80% increase in the number of users, with more and more people seeking to connect with local communities in order to better support their neighbors and local businesses. Facebook groups have also seen a significant increase, and by putting two and two together, Facebook is now seizing the opportunity to essentially create a Nextdoor equivalent in Facebook itself.
Which makes sense. Facebook groups are a key connector for many people, with over 1.8 billion monthly users, while over 38% of Facebook group members are also looking to connect with people in their area through groups.
This seems like a solid business plan for Facebook to align with this, and while it might not be good news for Nextdoor, it’s easy to see that it could have significant functional value for the network. social and could provide more ways to connect users within your region, facilitating connection opportunities.
It is still in its infancy, with Facebook applying the early lessons of the Calgary test. But it will likely happen soon, and it will be worth taking note if and when it arrives in your area to get a feel for the local feeling, especially for local business owners.
Facebook Neighborhoods is available in Canada starting today and will launch in select US cities soon.