Twitter has long been the place to see and join in global conversations in real time. But increasingly, people are turning to social media to connect over local happenings too. Recognizing this, Twitter recently launched Twitter Community Notes – a hyperlocal feature that allows users to post updates relevant to their neighborhood or city.
Still, in the early stages, Community Notes is part of Twitter’s push to be the go-to place for both global and community-focused sharing. In this in-depth article, we’ll take a close look at this new local sharing tool – how it works, early reception, and where it might be headed next.
The Rise of Hyperlocal Social Media
Before diving into Twitter Community Notes, it’s helpful to understand the broader rise of hyperlocal social networks. For years, platforms like Facebook Groups and Nextdoor have allowed community sharing, but often with limitations. Neighborhood Facebook groups can become messy free-for-alls, while Nextdoor is known for excessive crime posts and neighborly squabbles.
Apps like Neighborhood Alarm and Peanut Blossom have tried to build community-centric platforms from scratch, as has Facebook with Neighborhoods. But they’ve struggled to reach critical mass.
Meanwhile, usage of community message boards and neighborhood apps has surged during the pandemic as people spent more time in their local communities. Nearly half of Americans use at least one community platform.
But no app has emerged as the go-to place for localized sharing. And with its millions of existing users, Twitter saw an opportunity to make Community Notes that platform.
What is Twitter Community Notes?
Community Notes launched in October 2022 as an experimental Twitter feature available in select neighborhoods of major cities like San Francisco, New York, San Diego, and more.
It allows users in a geographic area to post tweets (called “Community Notes”) that are visible only to other local users. Notes appear in a distinct timeline and users can join specific neighborhood feeds.
Community Notes are for sharing hyperlocal updates like:
- Local happenings and events
- Updates relevant to the neighborhood
- Requests for local recommendations
- Interesting community observations
- User-generated content like photos representing local flavor
Users can also comment on and react to notes from fellow residents. All the normal Twitter conventions around hashtags, images, videos, and tagging other users still apply.
Community notes are separate from your main Twitter timeline and only visible to users who opt into a specific local feed. Those outside the neighborhood cannot see the notes.
Users toggle between their main feed and Community Notes via tabs at the top of the app. Switching is easy, allowing locals to seamlessly connect around both local happenings and global interests.
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Early Reception
Since its October 2022 launch, Twitter Community Notes has seen promising early traction. Areas, where it rolled out, have seen bursts of usage from locals excited to connect around neighborhood happenings.
Average posts per user are notably higher than normal Twitter, indicating people are more eager to engage locally. Hashtags like #MyNeighborhood, #CommunityVibes, and others have emerged organically as ways for people to tag community content.
Types of notes vary widely based on the unique flavor of each community, spanning local history facts, business openings, neighborhood commentary, pet sightings, and more.
User responses to the feature have been overwhelmingly positive so far:
“This gives a whole new way to really connect with neighbors.”
“I love seeing new sides of my community come to light!”
“Just posted my first Community Note – so cool to share what’s happening just down the block.”
“Between this and Nextdoor I feel super tuned into everything going on nearby.”
As with any new social product, challenges around content moderation have emerged. Twitter has been forced to quickly detect and remove misinformation and abusive posts tied to local neighborhoods. But overall, the feature has exceeded expectations.
Expanding the Test
In December 2022, Twitter announced it would be significantly expanding the Community Notes test based on promising initial results. The feature began rolling out to dozens more metro areas, bringing it to over 100 neighborhoods across the U.S.
Newly added areas saw a similar spike in enthusiastic usage as locals embraced the tool. Twitter says over 50% of users who have access to Community Notes have posted at least one. Product teams are using learnings from the expansion to refine the feature.
Some of the adjustments and additions since the initial test include:
- Improved localization accuracy – Users are now placed in even more granular neighborhood groups based on precise latitude/longitude locations
- Enhanced moderation algorithms – Automated systems scout for toxic language, impersonation, threats, and misinformation
- User muting and restrictions – Added improved tools for disabling troublesome accounts from posting community notes
- Local administrator roles – Certain users can be designated as local “administrators” to help moderate
- Events integration – Users can now create and share local event listings that populate on Community Notes
- Businesses categories – Businesses can identify their neighborhood and field of business to stand out
- Photo map integration – Images are mapped to locations to showcase local color
The longer test period will allow Twitter to gather more user feedback and fine-tune the experience before a full rollout. However, the fundamentals seem to resonate with users longing for a modern hyperlocal platform.
Monetization Possibilities
Thus far, Twitter has not focused heavily on monetizing Community Notes, wanting instead to prioritize organic user growth and engagement. But assuming continued adoption, revenue opportunities are plentiful.
Native advertising through promoted posts is perhaps the most obvious avenue – local businesses like cafes, boutiques, contractors, etc. may pay to amplify relevant notes to neighborhood feeds. Twitter could also integrate Groupon-style discounts and coupons into local business profiles.
Data and analytics around local conversations and trends can be packaged to help inform business and marketing strategies. There is great value for brands in understanding hyper-localized consumer behavior and preferences.
Subscription accounts that provide enhanced analytics or allow automated posting of content across multiple neighborhood feeds could also generate revenue. Offering premium local consumer data to enterprise clients is another promising possibility.
Of course, any monetization efforts must be implemented carefully to avoid disrupting the user experience. But the opportunities are clear for Twitter to generate meaningful revenue from this unique platform.
The Road Ahead
Though still new and evolving, Twitter’s big bet on hyper-local sharing looks promising and well-aligned with emerging consumer interests. Within the ubiquitous Twitter platform, Community Notes can become a go-to watering hole for neighborhood updates and camaraderie.
But execution will be critical. Twitter must continue optimizing the end-user experience, improving content controls, facilitating local commerce, and building in more use cases.
Heavy promotion and user education will be key to pushing beyond the early adopter crowd. And prudently monetizing the feature while adding value will determine its long-term viability.
The road ahead will have its challenges. But for a platform striving to be the global town square, there seem to be few better ways than reinventing communities from the ground up. Twitter is poised for local greatness – the next steps will determine if Community Notes can get it there.
