How Social Media is Strengthening Local Community Bonds: Insights from Playsee's Recent Study

The research, carried out among 2,000 adults by Playsee, the social media platform for neighbourhood-centric connectivity and discovery, revealed staying close to our local community remains key for many, with social media playing a big role in how we connect to our neighbours.

Neighbours chat about a diverse range of subjects, with family matters and the ever-relevant weather topping the list at 45% and 44%, respectively. Additionally, a significant 77% of participants discussed local news and issues, indicating a strong sense of community and shared interest in neighbourhood affairs.

While social media has often been criticised for its negative effects, it’s also bringing communities together.

In fact, over half of Brits feel they learn more about their local community on social media than in person, revealing how the ever evolving digital world is bringing communities closer together, and many say they now rely more on social media, such as WhatsApp or Facebook groups, to keep up with what is happening locally.

When asked about the biggest advantages of social media engagement with neighbours, 39% appreciate the ability to keep up with local news and stay informed about their immediate surroundings, 28% value having their closest circle within instant reach, emphasising the convenience and efficiency of connecting with nearby friends and neighbours, while 21% relish the opportunity to connect with like-minded individuals, fostering a sense of belonging and shared interests.

This also spans far beyond friendly chats and seeps into supporting the local economy. When asked if social platforms can help small businesses foster relationships with local customers and increase foot traffic, a notable 78% responded positively.

Veronica Lin of Playsee, said: “There’s no denying that communities are an important part of our lives, and it’s great to see from the study that the strong community bonds that were strengthened during the pandemic haven’t deteriorated, but in fact continue to play an important role.

“But despite us living in close proximity, we’re not all able to connect in real life as much as we’d like to, with meaningful interactions over the proverbial “garden fence” less frequent. At Playsee, we believe that community is at the heart of our local experiences, it elevates where we live from somewhere transient, to somewhere we call home. With its unique Community feature, Playsee is revitalising local connections and bringing neighbours together. Whether it’s catching up over a cup of tea or sharing a love for a Sunday roast, Playsee is all about fostering genuine connections with those around us.”

Playsee is more than just another social media app, it’s a catalyst for building genuine connections and fostering a sense of community. Launched in the UK in 2023, Playsee has gained over 1 billion user engagements and has 50 million downloads worldwide, bringing people closer to their in-real-life community.

Playsee is free and available to download on the Apple App Store or Google Play Store on Android and iOS systems.