TikTok is experimenting with a new messaging tool called “bulletin boards,” which resembles Instagram’s broadcast channels and allows creators and brands to send one-way public updates to their followers.
This feature gives selected accounts the ability to share announcements through text, images, or videos, providing a focused and controlled method of communication. Interaction from followers is limited to emoji reactions, with no option for replies or comments—much like Instagram’s broadcast channels introduced in 2023.
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In an official statement, TikTok explained, “Bulletin boards are meant to help creators and brands engage more closely with their audiences by offering real-time insights and exclusive behind-the-scenes content.”
Notable early users of the feature include People magazine, Paris Saint-Germain football club, and pop group The Jonas Brothers. However, TikTok has not confirmed if or when bulletin boards will be launched globally, as the platform is still collecting user feedback during the testing phase.
This feature is part of a broader trend among social media giants borrowing ideas from one another. TikTok launched its own version of Stories in 2022, inspired by Instagram’s format, while Instagram had previously introduced Reels in 2020 to compete with TikTok’s short-form video style.
Industry experts believe bulletin boards could become a key digital marketing tool, giving creators a way to communicate directly with their most loyal followers without relying on traditional content feeds.
Although TikTok hasn’t shared any future plans yet, there is speculation that the feature could expand to include interactive options like polls, similar to Instagram’s offerings.
