TikTok Launches ‘Bulletin Board’ Feature, Challenging Instagram’s Broadcast Channels
TikTok is rolling out a new communication tool called ‘Bulletin Board,’ designed to allow creators and brands to share public messages with their followers – a move directly mirroring the functionality of Instagram’s broadcast channels. The feature, announced by IT BOLTWISE, aims to foster stronger community engagement and provide a new avenue for direct updates beyond traditional TikTok posts and stories.
The new feature, reminiscent of Instagram’s offering launched in 2023, allows creators to post text, images, and videos, while followers can respond solely through emoji reactions. This one-way-with-reaction format is intended to facilitate fast updates and announcements without the need for extensive back-and-forth conversation.
Currently, access to Bulletin Board is being gradually unlocked for creators who meet specific criteria: they must be at least 18 years old and have a follower count of 50,000. According to a company release, the goal is to empower creators to build closer relationships with their audience by providing a dedicated space for sharing exclusive content and timely data.
The introduction of Bulletin Board wasn’t entirely unexpected, as TikTok had been testing the feature since June. During the beta phase, artists and musicians leveraged the platform to announce new music releases and pre-order opportunities. Media organizations, including People Magazine, and even sports teams like Paris Saint-Germain football club, utilized the feature to disseminate news and updates to their respective communities.
TikTok has emphasized its commitment to maintaining a safe and positive habitat within Bulletin Board. All content will be subject to the platform’s existing community guidelines, enforced through a combination of automated technology and human moderation. Users will also have access to standard safety tools, including the ability to mute, block, and report both users and content.
Creators can initiate a bulletin board through their inbox and customize its visibility using the ‘Show on Profile’ setting. They can also select a unique name for their board. Followers can join by clicking the bulletin board name located under the creator’s bio. Upon joining, users will receive notifications whenever the creator publishes new posts.
The launch of Bulletin Board represents TikTok’s continued effort to expand its suite of creator tools and compete directly with other social media platforms. It remains to be seen how the feature will evolve and whether it will become a central component of the TikTok experience, but its initial rollout signals a clear intention to prioritize direct communication between creators and their audiences.
Worth a look
