In April 2014, Facebook introduced a new feature called Nearby Friends that allowed users to share their locations with friends and see which of their friends were nearby. The feature was part of Facebook’s focus on location-based services at the time. However, less than two years later in December 2015, Facebook abruptly discontinued Nearby Friends.
What was Nearby Friends?
Nearby Friends was an opt-in feature that allowed Facebook users on mobile to share their approximate location with friends. Users could choose which friends they wanted to share with and could turn the feature on or off at any time. When turned on, the feature updated a user’s location periodically as they moved around. Friends who a user was sharing with could then see if that user was nearby on a map view in the Facebook app. The feature was touted as a way to see if any of your friends were closeby to meet up or as a safety tool for finding friends in an emergency. Some key facts about Nearby Friends:
- Launched in April 2014
- Available on iOS and Android Facebook apps
- Let users share location with some or all Facebook friends
- Friends could see approximate location on a map if user had feature turned on
- Location updated periodically, not constantly tracked
- User had full control over when location was shared
The introduction of Nearby Friends was part of Facebook’s focus on prioritizing location-based services at the time. Other location features like Place Tips and Location History also launched around the same time.
Why did Facebook launch it?
Facebook launched Nearby Friends for a few key reasons:
- Capitalize on the growing popularity of location-based services
- Provide a new way for people to connect with nearby friends
- Differentiate Facebook from competitors with a unique location feature
- Drive more user engagement on Facebook mobile apps
Location-based services were becoming increasingly popular in the early 2010s with the growth of smartphones. Services like Foursquare focused entirely on location and helping users explore places nearby. Facebook saw an opportunity to become part of that growing trend and connect people based on location.
Nearby Friends provided a new way for Facebook users to interact. Finding out friends were closeby created opportunities to get together spontaneously or join them at events. This helped drive more real-world connections through the app.
The feature also set Facebook apart from competitors at the time. No other major social network had an easy way for people to opt-in to sharing their location with friends. This unique functionality helped Facebook stand out.
Lastly, Nearby Friends was part of Facebook’s priority to drive increased engagement on its mobile apps. Features that encouraged users to check the app more regularly were seen as key growth drivers.
How did it work?
Nearby Friends used opt-in location sharing based on device GPS and cellular data (on iOS and Android). Users could turn location sharing on or off at any time through the app settings. When turned on, the user’s approximate location updated periodically as they moved around. It did not provide constant tracking of a user’s movements.
To use the feature, users designated specific friends they wanted to share their location with through the Nearby Friends settings. Friends did not have to reciprocate and share their location back. Users could share with all friends, some friends, or no friends.
Friends who a user shared with could then open the Nearby Friends feature in their Facebook app to see a map view of that user’s approximate location if location sharing was on. The user’s profile picture was shown at the location on the map. Tapping on the picture gave an approximate distance away, such as “2 miles away.”
The map did not show a user’s exact coordinates or provide street-level accuracy. It displayed a rough geographic area to maintain privacy. Overall, the feature aimed to provide awareness if friends were in the general vicinity while giving users control over when to share.
What were the privacy concerns?
Despite giving users control over when to share location, Nearby Friends sparked some privacy concerns over:
- Always-on location tracking
- Potential oversharing
- Location data access
Some critics felt the feature promoted constant location tracking given Facebook’s focus on more frequent location updates at the time. However, Facebook emphasized users had full control to turn sharing on/off.
There were also concerns that people may share too freely without understanding privacy implications. Facebook detailed the feature’s privacy controls but some felt users could still overshare accidentally.
Lastly, privacy advocates raised concerns about Facebook’s access to and use of location data through Nearby Friends. Facebook’s policy stated location data was only used for the feature, but some were still uneasy.
Why did Facebook discontinue it?
In December 2015, less than two years after launching Nearby Friends, Facebook abruptly discontinued the feature. No official reason was given at the time.
Based on the short lifespan and limited usage of Nearby Friends, a few key reasons likely led to its demise:
- Low adoption – User opt-in rate was likely low
- Decreased usage over time – Interest may have waned after initial buzz
- Privacy concerns – Criticism remained over potential oversharing
- Shift away from hyperlocal focus – Facebook moved resources to other features
Nearby Friends likely did not reach the level of user adoption Facebook had hoped for. Gaining critical mass for location-based social features proved challenging. Many users were hesitant to turn on constant location sharing.
In addition, usage was likely high at first from early adopters but then decreased over time as initial interest faded. Facebook determined it may not be a continually engaging feature worthy of resources.
Criticism over potential privacy issues never fully went away and may have dissuaded some users from trying the feature. Facebook’s own concerns over these perceptions may have contributed to the decision to end Nearby Friends.
Lastly, Facebook’s intense focus on hyperlocal services waned. Resources shifted to other product priorities like video and visual content. Nearby Friends no longer aligned with Facebook’s vision.
What other location features did Facebook have?
Nearby Friends was part of a suite of location-based features Facebook introduced around 2014, including:
| Feature | Description |
|---|---|
| Nearby Friends | Opt-in friend location sharing |
| Place Tips | User tips for places on Facebook mobile app |
| Location History | Map timeline of places user visited |
| Check-ins | Ability to check-in and tag location on posts |
These features leveraged location capabilities of smartphones to drive local discovery and connections on Facebook. Along with Nearby Friends, Facebook discontinued or deprioritized these other location-focused products over time.
What location features does Facebook have now?
Facebook still offers some location features, though scaled back compared to its earlier hyperlocal focus. Current location functionality includes:
- Location tagging in posts
- Adding locations to events and pages
- Location-based ad targeting
- City/location user profile fields
- Weather widget based on user location
Location tagging remains the most prominent use case. Users can still choose to tag a location on posts and photos, providing an optional local context.
Facebook also leverages location information to improve ad targeting. Advertisers can target ads by location such as zip code and city. However, this data comes from user profile info rather than constant tracking via GPS or other sources.
Could it return?
While Facebook dropped Nearby Friends years ago, the concept of opt-in location sharing remains relevant. Services like Find My Friends and Snapchat Maps show demand still exists when done thoughtfully. Nearby Friends may have been ahead of its time.
If Facebook were to resurrect the feature today, improving privacy controls and transparency would be essential. Restrictions like temporary sharing, removing location history, and explicit user prompts could help alleviate concerns.
However, Nearby Friends in its original form likely won’t return. Facebook has shifted focus away from hyperlocal services. Other location features like live location sharing serve some of the same use cases today.
Still, the broader concept of helping people connect based on proximity remains powerful. Integrating location contextually into social experiences continues to offer opportunities, even if Nearby Friends specifically has passed on. The next iteration of location-based social sharing may still emerge through Facebook or other services.
Conclusion
Nearby Friends offered an innovative way for Facebook users to connect based on location, but ultiamtely failed to gain lasting traction. Concerns around privacy and oversharing, low adoption, decreasing usage over time, and a shift in Facebook’s product priorities all contributed to its discontinuation in 2015 after less than two years. While unlikely to return, the feature points to the potential of social location sharing when done responsibly. The blend of proximity and connectivity Nearby Friends aspired to achieve may reemerge through Facebook’s products or other social networks in the future.