Meta Announces the Retirement of its ‘Neighborhoods’ Local Community Groups Project

In information that probably received’t have a significant affect for most individuals, Meta has announced that it’s shutting down its Nextdoor-like ‘Neighborhoods’ characteristic, which it’s been testing in the US and Canada over the previous 12 months.

Impressed by the rising curiosity in native social engagement, which had been amplified by COVID lockdowns round the world, Meta noticed the alternative to place the squeeze on one other potential competitor by launching Neighborhoods in Canada last May.

At the moment, Nextdoor had been on a tear, seeing an 80% increase in users consequently of the pandemic. As folks appeared for native assist, and new methods to interact with their quick neighbors, Nextdoor discovered new life – which then prompted Meta to pay extra consideration, and make it work a bit of tougher for its development.

Which is sensible. Fb teams are already a key connector for many individuals, with more than 1.8 billion monthly users, whereas greater than 38% of Facebook group members additionally look to attach with folks of their native space by means of teams.

The logic all matches, and with Nextdoor gathering steam, Meta appeared to snuff it out, or no less than, to reduce its momentum by replicating its options.

Replication of this kind isn’t all the time designed to ‘win’, as such, and halt an app’s progress solely. However by diluting app differentiation, that then provides folks much less cause to obtain it in the first place, and begin constructing new networks.

For those who’ve already linked with all of your mates and neighbors on Fb, why begin yet again someplace else? You may apply the identical logic to Tales, Reels, BeReal, TikTok – mainly each different rising social app over the previous decade.  

However then, as COVID restrictions had been lifted, folks stopped caring so much about their neighbors anyway.

Nextdoor downloads

As you possibly can see on this chart, Nextdoor downloads surged in each 2019, following international expansion, and in 2020, on the again of COVID restrictions. It’s since misplaced quite a bit of that momentum, regardless of sustaining a gradual baseline, in step with broader availability.

As such, it comes as little shock to see Meta sundown its Nextdoor different, which it additionally notes is because of its preliminary checks indicating that Facebook Groups are a better option for such anyway.

Meta Neighbors announcement

Proper now, Neighborhoods is barely obtainable in the US and Canada, whereas utilization ranges are reportedly not extremely excessive, so once more, the affect might be minimal.

Value noting, too, that it is also a sufferer of Meta’s broader cost-cutting and rationalization, because it seeks to pump extra money into its metaverse improvement.

All of these VR developments are expensive, and if Meta needs to maximise adoption, it must not solely make nice VR experiences, but additionally make them low-cost sufficient that billions of folks will be capable of purchase in.

In consequence, you possibly can anticipate to see extra of Meta’s experiments falling by the wayside, in mild of its larger targets on the Horizon.  

Neighborhoods might be shut down as of October 1st.

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