TikTok is piloting a new messaging feature, bulletin boards, which lets creators and brands send public, one-way updates to their followers. The experiment was confirmed in a TechCrunch announcement and could reshape how TikTok audiences receive content—and how creators and marketers build community.
How bulletin boards work for creators and brands
Creators with access can create a Bulletin Board directly from their TikTok inbox by tapping a plus sign. From there, they can name the bulletin board, write a description, and decide whether to display a ‘Join’ button on their profile. Creators and brands can use bulletin boards to share posts—text, images, or videos—with all their followers at once. Unlike traditional TikTok posts or Stories, only the creator can post in a bulletin board; subscribers can react using emojis but can’t comment or post replies. Each individual bulletin is restricted to 1,000 characters, and creators can post up to 20 bulletins per day. This enables a focused, broadcast-style channel for major announcements, behind-the-scenes content, and timely updates. Posts are displayed in a message-like feed for followers.
- Only the account owner can post in their board
- Followers receive notifications and can react with emojis
- Supports text, image, and video posts (each bulletin up to 1,000 characters, max 20 per day)
- Designed for public, one-to-many communication
- Boards can be named, described, and set to display a ‘Join’ button on the creator’s profile
Early testing has included high-profile participants like People Magazine, Paris Saint-Germain F.C, and the Jonas Brothers. Some of the initial boards already have hundreds of thousands of followers, illustrating the potential scale of bulletin board engagement even before a full rollout. For a visual overview, see this example from creator economy expert Lia Haberman and this TikTok video by user Ayaz QA:
One-sided messaging meets familiar trends
TikTok is not the first to try this type of feature. Instagram introduced broadcast channels in 2023, sparking the trend of one-to-many messaging for creators. Both platforms restrict follower interactions to emoji reactions, keeping engagement lightweight and conversations controlled. Over the past year, TikTok has consistently borrowed and repurposed other networks’ innovations, including the rollout of TikTok Stories and photo posts, which closely followed Instagram’s tactics.
The broadcast channel format gives creators a direct—albeit one-way—link to their audience, positioned somewhere between the intimacy of Stories and the reach of public posts.
The format is part of a wider trend across social platforms. YouTube, for example, has its own variation called Communities, which enables channels to share social-like updates with their subscribers (though users can reply to these posts on YouTube, unlike in TikTok and Instagram’s channels).
Social networks jockey for engagement tools
This move is part of a broader pattern as platforms race to match each other’s creator features. Two years ago, TikTok began rolling out Stories in response to Instagram’s enduring popularity with that format. In turn, Instagram developed Reels, which closely mirror TikTok’s signature short-form videos. The current wave of copycat launches stems from the ongoing push to keep creators and brands loyal to their platforms—and to ensure that audiences stay engaged in-app rather than drifting to competitors.
What bulletin boards unlock for marketers
For marketers and creators, this new tool brings several strategic advantages. Bulletin boards can bypass TikTok’s noisy For You feed and direct followers’ attention to curated updates, launches, or special promotions. Think of it as a semi-private feed where your message lands in a follower’s notifications, increasing the chances of visibility. Like Instagram’s version, bulletin boards can be used to share sneak peeks, behind-the-scenes content, or call-to-action reminders for events or campaigns.
Small brands—often reliant on organic reach—might use bulletin boards as a channel for updates or limited-time offers. By limiting engagement to emoji reactions, bulletin boards keep communication streamlined and reduce the risk of negative comment threads. While DMs are not as prominent a feature on TikTok as on some other platforms, some bulletin boards have nonetheless attracted substantial followings, especially among prominent creators and brands. As more bulletin boards come online, this could foster more habitual following behaviors and expand new opportunities for marketers and brands to build loyal audience segments.
Feature still in testing, future unclear
Because this tool is only in testing, TikTok has not shared a broad timeline for rollout or additional features, or specified which creators or brands will gain access in the near future. Instagram’s broadcast channels, for example, expanded to include polls and other formats over time. It’s possible TikTok could add more interactive capabilities if bulletin boards gain traction among creators. The social media arms race is likely to continue, and changes like bulletin boards will be closely watched by creators and marketers seeking the next effective channel.
For now, TikTok bulletin boards signal another turn in the ongoing contest for creator attention, as each network adapts to the tools its rivals introduce. We’ll update this post if and when TikTok shares more information about rollout plans or additional features.
