In the ever-evolving social media landscape, one platform is quietly doing a major reset. That platform? Nextdoor. The neighborhood-focused app is moving beyond “what did you find on the curb” posts and local chatter to become a richer hub for local news, real-time information, and on-the-ground recommendations.

For brands looking to connect at the local level, this shift opens up new possibilities. Let’s dig into what’s changed, what insights the CEO recently shared, and, most importantly, how brands should think about tapping into the “new Nextdoor”.

Fresh Insights from the CEO

Nirav Tolia, co-founder of Nextdoor who returned as CEO in 2024, has been sharing the strategy behind the relaunch. In a Q&A with The Current he detailed some of the major shifts:

• • Nextdoor is partnering with 3,500+ local news publishers, aiming to insert traditional journalism into the feed alongside user contributions.
  • The goal? “We’re not trying to build a walled garden … we’re not trying to replace local journalism” (The Current). Instead, Nextdoor desires to amplify neighbors and news rather than lock users into a silo.
  • Hyper-local is a huge untapped opportunity for the platform, as Tolia emphasized, “local is a massive untapped opportunity in tech” (Apple Podcasts).
  • The role of AI: Tolia noted that AI is being used internally to analyze content and spark neighbor conversation (e.g., summarizing articles, prompting questions) rather than replacing human journalistic work.

What we like here: Nextdoor is shifting from being just a “neighbors post stuff” network into something that aims to be every-day relevant: a place you can go for what’s happening in your community. For brands, that means more consistent visibility potential, and not just when someone is complaining about their sprinkler. When news that matters occurs, alerts are triggered, and real recommendations happen.

Platform Updates at a Glance

Here are the key updates you’ll want to keep on your radar (some of which are already live, while others are currently being rolled out):

• • Local news integration: Nextdoor is now including content from a large network of local news publishers. This means not only will users see user-generated posts, but they will also see articles about government, spending, local policy, etc.
  • Real-time alerts: The platform is rolling out alerts for severe weather, traffic incidents, power outages, and other community-impact events. These show up with map features and timely notifications.
  • “Faves” AI-powered recommendations: An AI assistant within Nextdoor will mine years of neighbor conversation to deliver personalized local recommendations (Ex. “Where should I take my dog for a grooming near Raleigh?”). This is a big pivot from generic local search to neighbor-informed intelligence.
  • Redesign for daily relevance: The app’s UI/UX is being revamped around three pillars: news, alerts, and recommendations. The message: “We want to become a daily habit, not just a community notice board” (Axios).

Nextdoor

What Does This Mean for Brands?

If you’re a brand (or working with one) thinking through how to use Nextdoor in this “new” phase, here are practical ways to leverage the updates.

1. Lock in your local presence.

Since Nextdoor is doubling down on locality (neighbors, alerts, local news), brands need to ensure their local business pages (if applicable) are optimized. Accurate addresses, service areas, hours, and tagging are foundational. Brands that operate at multiple locales (franchise, regional, national) should think locality first: tailor for the neighborhood, not just the brand.

2. Align with timely, relevant content.

With alerts and local news playing a bigger role, opportunities open up for brands to participate when it matters. For example:

• • A home-improvement brand could run tips or messaging around “storm prep” when an alert goes out for severe weather.
  • A pet-care brand might join conversations when local news highlights dog-friendly cafés or grooming salons.

The key: don’t treat Nextdoor like broadcast social; it’s very much about context and local moment. Brands that show up in that moment see stronger relevance.

3. Tap into recommendation dynamics.

The “Faves” feature and neighbor-to-neighbor posts are powerful because they reflect genuine word-of-mouth. Brands can:

• • Encourage customers to post about their experience (reviews and photos) in the neighborhood thread.
  • Sponsor or partner with local content that aligns with recommendations (Ex. “neighbors say this contractor is the one to call”).
  • Use geo-targeted ads or campaigns that appear in the context of those recommendations or news items. An authentic connection matters.

4. Consider local news partnerships.

Since Nextdoor is now working with thousands of publishers, brands that produce or support local content can explore sponsored content (native ads) or co-branded storytelling that fits the publisher-to-neighbor model. For example, a brand might fund a series on “neighborhood resilience during storms” and show up when Nextdoor surfaces local news alerts or features.

5. Optimize for local ad formats.

According to Nextdoor’s enterprise ad guidance, you can reach local audiences nationwide via targeting down to ZIP codes and neighborhoods. This meshes well with the platform’s local focus. Make sure your creative and messaging are localized (mention city/neighborhood names, use local imagery, speak in a neighbor-to-neighbor tone). Brands that look generic won’t lean into the neighbor-centric vibe and stand out.

The Bottom Line

Nextdoor’s relaunch as “The New Nextdoor” signals that local social is getting serious. It’s no longer just a place to sell a used couch or warn about suspicious activity, it’s a platform where real-life, location-specific, time-sensitive information lives. For brands, that means the opportunity is shifting: from broad awareness pushes to meaningful local engagement.

Our opinion on Nextdoor? Keep your presence on Nextdoor, but lean into the local, lean into the moment, and lean into neighbor-to-neighbor authenticity. If you show up as a genuine part of the community (and not just another brand drop), you’ll ride the wave of what Nextdoor wants to build next.

How to Test a Campaign on the New Nextdoor

When it comes to testing campaigns on the New Nextdoor, the key is to start small, think local, and measure what matters. Begin by choosing one city or a few zip codes where your target audience is already active. Then, tailor your creative to the community:

• • Mention local landmarks.
  • Reference neighborhood events.
  • Tap into timely moments like weather alerts or city news.

Run a mix of organic and sponsored posts to see how different formats spark engagement and pay close attention to when and where conversations pick up. This kind of testing helps brands identify not just what resonates, but why, whether it’s tone, timing, or topic.

Once you know which messages and neighborhoods perform best, scale those insights to new areas and build a more authentic, neighbor-driven campaign strategy.