THE 14TH ANNUAL SHORTY AWARDS

The Shorty Awards honor the best of social media and digital. View this season's finalists!

Special Project

Special Project NEW!

Nextdoor helped neighbors support and increase visibility for their favorite local businesses

Entered in Local Campaign

Objective

When local businesses thrive, communities thrive. Neighborhood Favorites is an annual awards program that allows neighbors to recommend and recognize the most-loved businesses in and around their neighborhood. Nextdoor’s annual Neighborhood Favorites is a unique business awards program based on positive recommendations from real neighbors that live in the local community. Neighbors in the United States can vote by creating a Nextdoor post and @mentioning a favorite business with the hashtag #NeighborhoodFavoritesContest, or by leaving recommendations on Business Pages. Businesses can begin collecting recommendations by claiming their free Nextdoor Business Page at nextdoor.com/business.


 

Strategy

On Nextdoor, small businesses are a trusted and core member of the community. With Nextdoor’s Neighborhood Favorites program, small businesses can gain more visibility and grow their audience, continuing to support their local community. Our Neighborhood Favorites program continues to highlight beloved businesses in neighborhoods. Neighborhood Favorite businesses are marked with a trophy icon next to their business name, on their business page. Winners are selected based on a tally of likes and recommendations using raw data to feature year-round on Neighborhood Favorite lists in neighborhoods where they won. Each year, the Favorites list is displayed on nexdoor.com/favorites, which is open to anyone - even if you're not a member - to give the most value and visibility to businesses. The goal of Neighborhood Favorites is to solve for businesses being recognized. We know that small businesses always need additional support, and Neighborhood Favorites was designed to bring them more awareness. Organizing by neighborhood and city allows neighbors to see the neighborhood favorites in a welcomed visual and actionable way.  

Using data from real neighbors in local communities, winning businesses will be included on the Neighborhood Favorites list in each neighborhood they were voted a favorite and will be awarded a trophy badge on Nextdoor for greater visibility among the customers that matter most — neighbors. Winners of the 2021 Neighborhood Favorites were determined based on the number of neighbor recommendations a local business receives on Nextdoor across various categories including restaurants, coffee shops, bookstores, real estate, dentists, landscapers, and more, unlike other business awards programs that are calculated based on ratings.

Results

Local businesses are the cornerstone of thriving neighborhoods. There are already more than 55 million business recommendations on the platform and the motivation to support the local economy is only growing. Pre-pandemic, 88% of neighbors frequented a local business at least once a week. Now, 72% of U.S. adults are making it more of a priority to support local businesses compared to before the pandemic. With the Neighborhood Favorites program, neighbors have the ability to “vote” all year long, which allowed us to take the insights and analytics that were quietly happening behind the scenes and aggregate them to see the totals. We tracked likes, recommendations and hashtags in order to tally up the votes. We also track what type of businesses are voted on most frequently to better understand and inform our product around the different small business verticals. 

In 2021, Neighborhood Favorites resulted in 8M nominations, driving 2M business recommendations across 24 categories. The camapign creative had an avg CTR 5x higher than Nextdoor’s finance benchmark.

Media

Entrant Company / Organization Name

Nextdoor

Links