Sarah Friar
Analyst · Mark Mahaney. Please proceed
Thanks Mark. So first of all on the WAU growth, we grew 26% year-over-year to $37 million. So we're pleased with that growth. But, of course, we always know that we can do more. What we've been very focused on is how do we bring people from join and registering as a verified neighbor down in the panel to being a monthly, being a weekly, being daily. And I think we're very happy with that progression we've seen. To give you a little bit of a sense of it, first of all, 50% of our WAUs are debt. So we know that, once we get you to being weekly, you have a very high propensity to come back on a daily basis. On top of that, we are most engaged segment. So the folks who truly are more daily and have us grew 50% year-over-year. So absolutely we're really enjoying, how much people are finding utility on the platform. I talked about Global session. So that's the moment where people return. That also accelerated on a quarter-over-quarter basis 10 points. And then the final thing, I would say, just overall in while it gives us a lot of confidence is that our international WAU growth continued to be over 50% year-over-year. So the good news is our focus on bringing you down the funnel of engagement is working. That's now letting us say, let's go back to top of funnel or how do we get new neighbors, because once we get you we now are very confident that we're going to get you to be hyper engaged. So the change I don't want to call it a change in strategy, but more of a shift back to top of the funnel will be driven by first of all, some of the platform investments that we've made. I talked a lot about connections in my prepared remarks, but that sometimes were structural way for us to be able to use variety on the platform itself, right? If you're coming in at the neighbor, if you're willing to figure contact, maybe as you join, maybe later when you make a connection that gives us now a way to reach out to the people that you know in the neighborhood that we know are not currently on Nextdoor and to make a warm introduction like Swisscom, because market is already on the platform. The second thing we can also do with Connections is more and more we're connecting the businesses. And so we see businesses other way to also invite new neighbors. We already see this intuitively happening where the local comer may ask someone that he or she has just done a job for it to do a recommendation on Nextdoor. So we just want to make that more intentional. Over the longer term, the other areas that we're looking at in terms of top of funnel growth are partnerships. You saw us announce our partnership with Microsoft for content during the quarter. We have some of the richest most dynamic real-time local content and there are a lot of platforms out there who want that sort of content, to make their own ecosystem more vibrant. So that's an API that we can be more extensible with. And then we have other partnerships in place like Samsung, for example, where we're now testing for the first time to being preloaded on devices. And then of course, there's SEO, which is another area that we believe is very circle ground for Nextdoor not on a lot of investing there yet. We wanted to focus on engagement in the first part of the year, but now we're coming back to longer-term levers like SEO, as we turn into the second half of 2022. And then the final thing I would say is, just brand awareness. We are still generally not as well known, as you would think, amongst neighbors and definitely not as well known as the platform for SMBs through the large enterprises. So we have work to do to continue on the brand awareness front. And that's why you see us do either big partnerships, like big launch even projects in the UK. We just signed something with Toronto Football Club in Canada. And here in the US, you'll see us continue to do more ways to get neighbors both from online to off-line, as we had in some Neighbor Month in September.