Meta at this time confirmed it’s shutting down Neighborhoods, its Nextdoor clone launched final 12 months to standardize the way in which neighbors join and share native news and knowledge on Facebook. While usually, neighbors on Facebook have been utilizing the corporate’s Facebook Groups product to publish updates with their area people, the Neighborhoods venture had concerned particular options, like sub-profiles for members and appointed moderators who would evaluate feedback and posts, amongst different issues.
The firm stated it initially invested in Neighborhoods as a result of it noticed how fashionable native content material was on its platform. But finally, Facebook realized one of the best ways to maneuver ahead on this space was to permit folks to proceed to make use of Facebook Groups, as that they had been doing.
First quietly examined in Calgary, Canada in 2020, earlier than extra formally rolling out throughout in Canada and the U.S. final 12 months, Neighborhoods had allowed customers to create particular profiles which they might populate with customized bios and their pursuits.
The product’s arrival — not coincidentally, we’d wager — was timed simply forward of Nextdoor’s public debut. The longtime neighborhood social community had combined with a SPAC in November 2021, and Neighborhoods may have served to dampen traders’ urge for food for the newly-public firm.
Nextdoor took on the problem with updates to its personal product shortly after Facebook’s entry into its market. Earlier this 12 months, Nextdoor doubled down on the social parts of its product with an replace that revamped its service with new consumer profiles, a redesigned feed centered on conversations, a visible refresh, and different community-building options.
The closure of Facebook Neighborhoods was first noticed by social media marketing consultant Matt Navarra, who posted a screenshot despatched to him from a Facebook Group the place a product supervisor had introduced the corporate’s plans to wind down the take a look at. The publish famous Neighborhoods had expanded into “hundreds of local communities” throughout the U.S. and Canada however would not be out there as of October 1st.
Facebook’s determination to maneuver away from native content material comes at a time when the corporate is placing extra deal with turning into a suggestion and discovery engine for content material, because it ramps up its competitors with TikTok. This new discovery engine driving the change is concentrated on surfacing extra content material from public communities — not essentially the non-public teams that might have been present in a function in Neighborhoods.