TikTok is experimenting with a new feature called bulletin boards, allowing creators and brands to share public, one-to-many messages with their followers. The company confirmed the test to TechCrunch on Friday, noting that the feature functions much like Instagram’s broadcast channels, which launched in 2023.
With TikTok bulletin boards, only the account owner can post updates. Followers can react with emojis but can’t reply with comments or messages. The tool supports text, image, and video posts, offering a flexible format for announcements, behind-the-scenes content, or direct promotions.
Social media strategist Christina Garnett first spotted the feature, posting screenshots of it on Threads. TikTok later confirmed that the tool is in limited testing.
The purpose of bulletin boards is to give creators a dedicated space to communicate updates outside of Stories or traditional posts. Instead of relying on TikTok’s main feed or video timeline, creators can use bulletin boards to deliver messages more efficiently and directly to their audience. As a result, fans receive curated updates that feel exclusive and personal.
Early testers of the feature include People magazine, Paris Saint-Germain F.C., and the Jonas Brothers. These brands are using bulletin boards to share news, events, and promotional content with their TikTok followers. For fans, the experience is similar to joining a broadcast thread, but with limited interaction beyond emoji reactions.
Although still in the testing phase, the feature hints at TikTok’s continued ambition to expand its social engagement tools. The company has not confirmed whether it will roll out bulletin boards to all users. However, it’s possible that TikTok will enhance the feature over time, potentially adding polls or other interactive elements like Instagram has done with broadcast channels.
This move also highlights the growing trend of feature replication among major social platforms. In 2022, TikTok added Stories and photo posts—clearly influenced by Instagram. Conversely, Instagram introduced Reels in 2020 as a direct answer to TikTok’s success with short-form video.
As platforms continue borrowing from one another, tools like TikTok bulletin boards reflect the industry’s push to offer creators new ways to monetize attention and retain audiences. With attention spans shrinking and algorithmic timelines becoming more unpredictable, creators need reliable channels to reach their most engaged fans.
So far, TikTok has not released detailed usage guidelines or eligibility criteria for the new tool. It remains to be seen whether bulletin boards will become a staple of the app or remain a niche feature for high-profile accounts.
For now, creators and brands selected for early access are exploring how bulletin boards can boost engagement, visibility, and loyalty in an increasingly competitive digital landscape.
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