It’s official: TikTok wants in on the broadcast channel game, taking yet another page from the Instagram playbook.
The platform confirmed that it’s testing a new messaging tool called “Bulletin Boards,” a one-to-many communication feature that lets creators and brands share updates directly with their followers. Sound familiar? That’s because it’s essentially TikTok’s take on Instagram’s Broadcast Channels, launched back in 2023.
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How it works:
- Only the creator can post
- Followers can’t comment, just react with emojis
- Posts can include text, images, or videos
It’s designed for updates, behind-the-scenes drops, and promotional pushes that don’t get lost in the feed or rely on Stories.
Early testers include People Magazine, Paris Saint-Germain., and the Jonas Brothers, hinting that TikTok’s aiming for both big brands and fan-driven communities.
This is yet another sign of the “feature creep” era, where every major social app borrows the best bits from the competition. Reels, Stories, carousels, now broadcast updates, the lines keep blurring.
For creators, Bulletin Boards could become a direct line to superfans without the algorithm gatekeeping their content.
The big question: Will TikTok do more than Instagram here? Instagram’s Broadcast Channels already include polls and given TikTok’s creativity, you can bet they’ll add their own twist if the test goes well.