This week, Nextdoor introduced Business Posts, which has been rolled out in order to support small business owners during COVID-19.
Business Posts are free to owners, although having a claimed local business page is required in order to begin. They appear in the newsfeed.
According to Nextdoor, Business Posts will “reach all neighbors within two miles of your business.” It seems that this is the maximum radius, so the needs of all service area businesses won’t necessarily be addressed.
Businesses will have two posts per month for free. Will this be a paid option for greater frequency? So far, the company has been silent about it, although I imagine that they will have the option eventually. r free. The company was silent on whether there would be a paid option for greater frequency. That option may be on the whiteboard, however. If there are more than five posts in the neighborhood feed at once, from multiple businesses, Nextdoor will consolidate them into a carousel.
While the immediate reason for this is COVID communications, Nextdoor offers a number of example uses in its blog post, such as promoting job opening.
The company has a companion post offering some best practices tips that will help maximize the exposure and effectiveness of Business Posts:
- Posts with at least 5 recommendations have 30% higher engagement
- Post between 5 – 7 pm for higher engagement
- Posts on Thursday and Friday see more engagement than weekend or early-week posts
- Post at least once every two weeks
- Posts with photos and business pages with profile photos are more visited and have greater engagement
Engagement insights will come to the business owner dashboard, which will come out nationally this month. Businesses can track performance of Local Deals ads and Business Posts. The will soon be able to see pages views and user recommendations.
Research conducted earlier year by the company found “72% of [Nextdoor] members believe they will frequent local businesses more often” following COVID-19. Although this might not be totally correct, at least it reflects the desires of people to support local businesses.
Also, Nextdoor has been trying to “reform” its site culture and minimize stereotyping and racism after the BLM protests came up. Recently in an email from Sarah Friar, the CEO of Nextdoor, the site has a zero-tolerance policy for “racist behavior.”