how to keep it real with nextdoor advertising
NextDoor Advertising can work for Big Brands?
Surprisingly, yes.
We get it. NextDoor isn't the sexiest platform for advertisers, BUT we have seen success at scale in both the home improvement and pets categories.
The truth is, driving lead volume from NextDoor is trickier than the "push play and sit back" nature of Meta Ads. It's easy to get lost in the confusing morass of the neighborhood feed. To give your campaign(s) a chance to connect with "hyper-local audiences," consider these three points:
Know the Neighborhoods, like for real:
NextDoor is truly neighborhood-level-local, in a way that other digital platforms cannot compare. It's easy to say, "be authentic and local." It's another to actually accomplish the feat. Throwing a city name in the headline paired with the same image(s) across 10 markets simply doesn't cut it. You're giving off "How do you do, fellow kids?" vibes.
If you live in the area, pick a few key neighborhoods and drive through them. If you don't live in the area, visit the area.
Check out the front yard signs—what contractors are doing work in the area? Roofers? Landscapers? When were the homes built? How many swing sets/trampolines do you see in back yards? Where's the nearest home improvement store?
Heck, stop and talk to a couple of neighbors. Ask them about the profile of area families—Young families? Boomers? Mid-turnover?
Learn a few things, uncover the local needs ... then go create some Ads that address those needs directly.
Is this challenging at scale for big brands? Yes, of course it takes some work. But give us a call, we have a few tricks.
2. Don't try to "be native" with creative:
Let's be honest, the NextDoor feed and email blasts can be a mess. From local complaints, to recent break-ins, to a litany of Ads that all look the same.
To that we say, be aggressive to stand-out, even if it looks "ugly". Don't put lipstick on a pig. Put the pig in full KISS make-up, Gene Simmons style. Use your newly found local knowledge to create aggressive headlines that tap into area needs. Focus on local issues and solves, not your standard product overview.
Another effective creative path is truly local imagery. In the home improvement category, think before/afters of real local homes.
In pets or lifestyle, consider a quick photo shoot at the local park or coffee shop. For national brands, consider tapping into local creators to make it happen at scale.
3. Okay, Boomer:
While boomers are not the largest segment of the NextDoor user base, they are likely the loudest. Consider testing campaigns and promotions that appeal specifically to the 60+ crowd. An audience that many brands leave out of their marketing mix.
Have your parents/in-laws/aunties been spending way more time on their devices than you ever thought possible? I can't be the only one. Data shows that many boomers have become phone obsessed. With that, their comfortability and influence from mobile-based platforms has increased.
Build-out a creative testing plan across multiple audience segments—including Boomers—and you're likely to see better results from your segmentation.
From a creative voice perspective, the 60+ audience reacts favorably to nostalgia, testimonials, and voices/celebrities that they recognize.
That's all folks.
Give us a shout when you'd like to test NextDoor (better yet, cross-channel local campaigns) with our team at Mutiny 🌊.
