TikTok is experimenting with a fresh feature called “bulletin boards,” designed to help brands and creators communicate directly with their audiences. The platform confirmed on Friday that it’s currently testing this tool, which allows one-way messages to be sent to followers, echoing Instagram’s broadcast channels introduced in 2023.
In bulletin boards, only the account owner can share posts, while followers can engage by leaving emoji reactions. This setup keeps conversations streamlined and focused on updates from the creator. Posts can include text, images, or videos, offering flexibility in the type of content shared.
The first signs of this feature appeared when Threads user Christina Garnett spotted it in the app.
Bulletin boards aim to make it easier for creators and businesses to share important news, behind-the-scenes glimpses, or timely promotions without relying solely on Stories or standard TikTok posts. For example, a musician could announce tour dates, or a brand could highlight a product launch, ensuring these updates land directly with followers who opt in.
A few well-known names have already been given early access to test bulletin boards. Among the first participants are People magazine, the Jonas Brothers, and French soccer club Paris Saint-Germain F.C. These early trials will help TikTok gauge whether the feature resonates with users and determine how it could evolve.
Because bulletin boards are still in the testing phase, there’s no guarantee that TikTok will roll them out more broadly. The company could also choose to expand the feature’s capabilities before an official launch. For instance, Instagram’s version eventually added interactive elements like polls to encourage more engagement.
This development continues the ongoing trend of social media platforms borrowing ideas from each other. TikTok itself launched Stories in 2022 and added support for photo posts—moves widely seen as a way to challenge Instagram’s core strengths. On the flip side, Instagram responded by creating Reels, a format that mimics TikTok’s signature short-form video experience.
It’s clear that platforms are increasingly blending features to keep users engaged and attract creators looking for new ways to connect with their audiences. While it remains to be seen whether bulletin boards will become a permanent part of TikTok, the feature reflects how quickly the social media landscape evolves as platforms compete for attention and innovation.
