TikTok Launches Bulletin Boards for Broadcast Messaging

TikTok is testing a new messaging feature called Bulletin Boards that allows brands and creators to share text, image, and video updates directly with their followers in a one-to-many format. This feature, similar to Instagram's Broadcast Channels launched in 2023, enables creators to bypass the main algorithmic feed and engage superfans with behind-the-scenes content, promotions, and real-time updates while followers can only react with emojis. Early testers include notable names like People Magazine, Paris Saint-Germain, and the Jonas Brothers, highlighting TikTok's aim to attract both major brands and fan communities. Bulletin Boards appear as a chat bubble on profiles, allowing creators to personalize the board and maintain control over visibility, with posts limited to 1,000 characters and up to 20 bulletins per day. TikTok's introduction of this feature reflects a broader industry trend of social platforms borrowing successful elements from competitors to enhance creator monetization and strengthen audience loyalty. While still in testing, TikTok is expected to potentially add unique twists to differentiate its Bulletin Boards from Instagram’s, further expanding creators' direct communication tools.