TikTok is testing its own version of Instagram’s ‘broadcast channels’

TikTok is rolling out an innovative messaging feature known as 'bulletin boards,' as confirmed by the social media platform to TechCrunch. This new tool enables brands and creators to disseminate public messages to a wide audience, mirroring the functionality of Instagram's broadcast channels that debuted in 2023. In this setup, only the creators can post updates, while followers can interact solely through emoji reactions. Users can share a variety of content types, including text, images, and videos. The feature was initially discovered by Threads user Christina Garnett, highlighting its emerging presence on the platform. The primary goal of bulletin boards is to facilitate a more direct communication channel between creators, brands, and their followers. Instead of relying on traditional posts or Stories, this new feature allows for more streamlined updates and behind-the-scenes insights. Additionally, it enables accounts to promote their content more effectively by reaching out directly to their followers. Early adopters of the bulletin board feature include notable names such as People Magazine, Paris Saint-Germain F.C., and the Jonas Brothers. As this is still a testing phase, it remains uncertain whether TikTok intends to expand this feature for broader use. There are also speculations that TikTok might enhance functionality, potentially introducing elements similar to those found in Instagram's broadcast channels, such as polling features. The introduction of bulletin boards is yet another instance of social media platforms adopting features from each other. This trend began when TikTok launched Stories and photo support in 2022, aiming to compete with Instagram, which, in turn, embraced TikTok's format by introducing Reels in 2020.