Facebook tests “Neighborhoods”, its miniature social network

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 22, 2020, 7:16 AM UTC

The test is currently on in Calgary, Canada.

Facebook is currently testing a feature through which users can “post and share news in miniature social networks focused on small geographical areas.” Users will need to match their location with the area they are from as they create a “limited profile”.

This platform could allow users to switch neighborhoods at any time, and invite their friends to join. The user data that Neighborhoods will expose to Facebook will be used by the social network to serve “more relevant” ads.

New users will be prompted to share pictures and answer questions about the neighbourhood. The article calls attention to a similar hyperlocal social network called “Nextdoor” whose valuation falls between $4 billion and $5 billion.

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