TikTok Broadcast Channels: New Feature Testing

TikTok Experiments with “Bulletin Boards” Messaging Feature

TikTok is currently evaluating a novel messaging system, designated “bulletin boards,” as confirmed by the platform to TechCrunch on Friday.

This functionality empowers brands and content creators to disseminate public, one-to-many communications to their audience.

Similarities to Instagram Broadcast Channels

Bulletin boards bear a strong resemblance to Instagram’s broadcast channels, which were introduced in 2023.

Like their Instagram counterpart, only the originator of a bulletin board is authorized to publish messages. Followers can only respond with emoji reactions.

The system accommodates posts containing text, images, and video content.

Discovery of the Feature

The initial observation of this feature was made by Christina Garnett, a user on the Threads platform.

Purpose and Benefits

The core intention behind bulletin boards is to provide creators and brands with a means to share updates and exclusive behind-the-scenes material.

This allows for a more direct engagement with their follower base. Instead of relying on traditional TikTok posts or Stories, updates can be shared directly via the bulletin board.

Furthermore, the feature enables accounts to actively promote their content by delivering it directly to their followers.

Early Adopters

Several entities are participating in the initial testing phase, including People magazine, Paris Saint-Germain F.C., and the Jonas Brothers.

Future Development

As bulletin boards are presently a test feature, a wider rollout is not yet guaranteed. Additional functionalities may also be incorporated in the future.

For instance, Instagram’s broadcast channels allow creators to implement polls, a feature that TikTok could potentially adopt.

A Trend of Feature Replication

The introduction of bulletin boards represents the latest instance of cross-platform feature adoption within the social media landscape.

In 2022, TikTok itself launched Stories, complete with photo support, as a direct response to Instagram. Conversely, Instagram emulated TikTok’s strategy with the 2020 debut of Reels.