TikTok is testing “bulletin boards,” a new messaging tool that enables creators and brands to share public, one-to-many messages with their followers, the company confirmed to TechCrunch. The feature bears strong similarities to Instagram’s “Broadcast Channels,” which launched in 2023.

The bulletin boards feature, first spotted by Threads user Christina Garnett, allows only the creator to post messages while followers can respond with emoji reactions. The tool supports text, image, and video posts, providing a direct communication channel between creators and their audience.

Like Instagram’s broadcast channels, bulletin boards are designed to help creators share updates and behind-the-scenes content in a more direct way than through traditional posts or Stories. The feature also enables accounts to promote their content by sending it directly to followers.

Early testers of the feature include People magazine, Paris Saint-Germain F.C., and the Jonas Brothers. As a test feature, it remains unclear whether TikTok plans a wider rollout or will add more functionality in the future.

Market Context and Platform Competition

The introduction of bulletin boards represents a recent example of social networks borrowing features from their competitors. Instagram’s Broadcast Channels were designed as a creator tool to help influencers build stronger, more personal connections with their audience while keeping content production within the platform.

Instagram’s version allows creators to share exclusive content with subscribers, potentially creating an additional revenue stream. The feature works in conjunction with other Instagram tools, such as polls, stickers, and voice messages, providing influencers with flexibility in creating premium content.

As TechCrunch notes, this development comes amid intensifying competition between social platforms. In 2022, TikTok introduced Stories with photo support to compete with Instagram, which had previously introduced Reels in 2020 to counter TikTok’s short-form video format.

The move aligns with TikTok’s ongoing efforts to enhance the capabilities of its creators on the platform. In May, the company introduced direct messaging options for live streamers, enabling viewers to initiate contact with creators in real time—part of its strategy to boost commerce capabilities within the platform.