TikTok has begun testing a new one-to-many messaging
feature, dubbed bulletin boards, the company confirmed to TechCrunch
📣
What it does
·
Bulletin
boards allow creators and brands to send public updates directly to their
followers.
·
Only
the bulletin board owner can post content; followers can respond only with
emoji reactions.
·
Supported
formats include text, images, and videos.
This new tool closely
mirrors Instagram’s broadcast channels, introduced in 2023, where only creators post and followers can
react
How we found
it
·
The
feature was first noted by Threads user Christina Garnett and later confirmed
by TikTok to TechCrunch
Why it
matters
·
It
gives creators and brands a more direct channel to share behind-the-scenes
content, news, or other updates without relying on Stories or feed posts.
·
It can
also be used to drive traffic—creators can push followers toward new content
using the bulletin board.
Who's
testing it?
·
A few
notable early adopters include People magazine, Paris Saint‑Germain F.C., and
the Jonas Brothers
What’s next?
·
Broadcast
boards are still in testing. TikTok hasn’t confirmed a broader launch yet.
·
The
company may eventually introduce more interactive elements—Instagram, by
comparison, has integrated polls and live features into its broadcast channels
Why social
apps keep copying each other
·
This
move continues TikTok's pattern of adopting popular features from
competitors—like its 2022 launch of Stories and photo posts—just as Instagram
earlier launched Reels to mirror TikTok’s format.
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