TikTok verified to TechCrunch on Friday that it is currently testing a new messaging tool known as bulletin boards.
The function enables brands and creators to send public, one-to-many messages to their followers.
Bulletin boards are comparable to Instagram’s broadcast channel features, which were introduced in 2023.
Similar to Instagram’s broadcast channels, only the creator of a bulletin board can post messages, while followers are restricted to leaving emoji reactions. Text, image, and video posts are permitted on bulletin boards.
A Threads user, Christina Garnett, was the first to observe the feature.
The concept of the feature is to enable creators and brands to communicate with their followers more directly, share behind-the-scenes content, and share updates.
For instance, brands and creators may distribute updates on their bulletin boards rather than via a Story or standard post on TikTok. Additionally, the function enables accounts to advertise their content by sending it directly to their followers.
The Jonas Brothers, Paris Saint-Germain F.C., and People Magazine were among the early testers of the feature.
It is uncertain whether TikTok intends to widen the distribution of bulletin boards, as they are a prototype feature. Additionally, it is feasible for TikTok to implement additional capabilities. For instance, Instagram’s broadcast channels enable creators to publish surveys.
Bulletin boards are the most recent illustration of a social network appropriating features from another. To compete with Instagram, TikTok introduced Stories and photo support in 2022. Of course, Instagram replicated TikTok’s entire strategy by introducing Reels in 2020.
