TikTok just launched its answer to Instagram's broadcast channels, rolling out 'bulletin board' - a one-to-many messaging feature that lets creators share exclusive content directly with followers. The move signals the platform's push to keep creators engaged as competition for attention intensifies across social media.
TikTok isn't hiding the inspiration behind its latest creator tool. The platform announced Thursday it's rolling out 'bulletin board' - a feature that's essentially a carbon copy of Instagram's broadcast channels, which launched back in 2023.
The timing couldn't be more telling. As social platforms battle for creator loyalty, TikTok's move to directly replicate Instagram's messaging format shows just how quickly successful features spread across the industry. According to TikTok's official announcement, the feature has been in testing since June, giving the company months to refine what Instagram already proved works.
The mechanics mirror Instagram's approach almost exactly. Only bulletin board creators can post messages, while followers are limited to emoji reactions - no back-and-forth conversations allowed. The feature supports text, images, and video posts, creating a direct pipeline from creators to their most engaged audiences.
But there's a catch that reveals TikTok's strategy. Access is restricted to creators who are at least 18 years old with 50,000 or more followers - a significantly higher bar than many other TikTok features. This isn't about democratizing communication; it's about giving TikTok's most valuable creators another reason to stay on the platform.
During the beta phase, the feature attracted some notable early adopters. People Magazine used bulletin boards to share breaking news updates, while Paris Saint-Germain posted team announcements directly to fans. Music artists found particular value in the tool, sharing newly-released tracks and inviting followers to pre-save upcoming releases - a use case that could prove lucrative for TikTok's music partnerships.
'Just like everything on TikTok, all content must adhere to our Community Guidelines,' the company explained, noting that safety tools for muting, blocking, and reporting remain available within bulletin boards. It's a necessary disclaimer as the platform faces ongoing scrutiny over content moderation.
The feature rollout comes as TikTok navigates an increasingly challenging landscape. With potential regulatory pressure in the US and fierce competition from Instagram, YouTube Shorts, and emerging platforms, keeping creators engaged has never been more critical. Bulletin boards offer creators a way to maintain closer relationships with their most dedicated followers - the kind of engagement that translates to platform loyalty.
