nebenan.de: "Value is created by the neighborhood, not by the platform"

nebenan.de is Germany's largest neighborhood platform with over 4.3 million users. The goal is to connect people locally, enable help, and counteract loneliness – online and offline, as for example with the US competitor Nextdoor or Stadtland.Funk. Users feel less lonely, many provide neighborhood help, and save money through sharing and local offers. We spoke with CEO Philipp Witzmann about community, monetization, and the difference to classic social networks.

What fundamentally makes nebenan.de different from other social networks?

We focus entirely on local neighborhoods. For us, it's not about reach or viral content, but about what happens right outside your own front door. That changes the dynamic enormously.

In what way?

People behave differently when they know they can meet their neighbors in real life. Communication is less aggressive, for example on political topics, and a genuine sense of community emerges more readily. We don't want political topics on the platform unless they have a concrete neighborhood connection – as they can quickly escalate.

Many platforms try to keep users engaged for as long as possible. How is it with you?

Our goal is not to generate as much time on the platform as possible. On the contrary: People might come once a week, check what's new, and then leave again. The actual added value is created offline – when people meet or help each other.

Is that reflected in the numbers?

Yes, very clearly. According to our impact report, active users feel about 24 percent less lonely. Over 80 percent provided or received help last year. And one in three people saves money through the marketplace or shared use. This shows: The value is created by the neighborhood, not by the platform itself.

What role does the marketplace play in this?

A large one. Many use it to sell, give away, or borrow things. This not only strengthens the neighborhood but also promotes sustainable behavior.

You also have advertising as a source of income. How does that work for you?

We have the advantage that our users are verified and operate in clearly defined neighborhoods. This makes local targeting very precise. At the same time, we don't have infinite impressions because we don't encourage endless scrolling.

How do you handle moderation and problematic content?

We work with a moderation team and technical systems that quickly identify problematic content. At the same time, our local approach helps: Content doesn't spread uncontrollably viral. This reduces many problems that other platforms have.

A major topic is the impact of social media on young people. Wouldn't that be a good way for young people to use the platform as an alternative?

We are observing the developments very closely. Many young people feel lonely today, partly due to social media. Our approach is different: fewer addiction mechanics, more real encounters. nebenan.de is deliberately aimed at an older target group, currently 18 years and older.

Where do you see nebenan.de in the future?

We want to continue to grow and develop the platform meaningfully – but always with a focus on real neighborhoods. Our goal remains to bring people together and strengthen community.

Does nebenan.de involve costs?

No, the platform is free for private individuals. However, those who wish can support us with a monthly or annual contribution. On our marketplace, iOS users have been able to promote their listings to the top position in their neighborhood for five days for 2.49 euros since last year. These are then additionally highlighted and marked with "Grab it". This feature has recently become available for Android and Web as well. It is important to us that this remains fair and transparent – also for everyone who does not use this feature.

Local businesses such as the local baker or tailor can also connect with their neighborhood via the so-called "business profile" and post offers. However, this profile is subject to a fee.

(mack)