TikTok is stepping further into the creator communication space by testing a new tool called “bulletin boards.” The feature lets you, as a follower, receive direct updates from your favourite creators and brands—much like Instagram’s broadcast channels, which launched in 2023. While it’s not widely available yet, the tool is already in use by a few high-profile accounts. And if you’re wondering whether this is just another way for platforms to copy one another—you’re not wrong.
A one-way street for updates
If you’re familiar with Instagram’s broadcast channels, bulletin boards will feel similar. Only the creator or brand can post to the board. You can’t comment or reply but can react to posts using emojis.
The posts themselves can include text, images, and videos. This opens up more opportunities for creators and companies to offer exclusive content, sneak peeks, or quick announcements. Instead of relying on TikTok Stories or traditional videos, creators can now share important updates in a more streamlined and focused way.
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The bulletin board doesn’t replace TikTok’s existing post types—it just adds another channel for creators to connect with you. So, if you follow a musician, brand, or public figure, they might soon start sending you updates to your inbox via their board.
Who’s using bulletin boards already?
Some early adopters of the feature include big names like People magazine, football club Paris Saint-Germain, and pop trio The Jonas Brothers. Using the bulletin board tool allows TikTok to observe how users interact with it and how well it performs.
The idea behind the bulletin board is simple but powerful: it gives creators a direct way to speak to you without noise or distractions. It also helps them stay relevant in your feed, particularly if their videos don’t always reach you due to TikTok’s algorithm.
Whether sharing behind-the-scenes videos, promoting upcoming content, or simply checking in, bulletin boards aim to provide a more personal experience for followers without becoming a full messaging platform.
Will TikTok roll this out globally?
TikTok hasn’t confirmed whether bulletin boards will become a permanent feature. It’s still a test, and like many tests on social media platforms, it could either disappear or evolve with added features.
For example, Instagram’s broadcast channels allow for polls—a feature TikTok may consider adding if the bulletin boards gain traction. There’s also potential for further interactive tools in future updates.
This latest move by TikTok reflects an ongoing trend of platforms borrowing—and sometimes outright copying—each other’s features. In 2022, TikTok launched Stories and added photo support to rival Instagram’s capabilities. But before that, Instagram had already taken cues from TikTok by introducing Reels in 2020, a near clone of TikTok’s short video format.
So, while the platforms continue to mimic one another, you benefit from more ways to connect with your favourite creators—no matter which app you use.
