TikTok has rolled out “bulletin board,” a one-way broadcast messaging tool that mirrors Instagram’s broadcast channels — a clear move to compete for creator attention and audience engagement.
The feature allows creators and brands to send updates to followers who can only react with emojis, not post. Bulletin boards support text, images, and videos, and are available to creators aged 18+ with at least 50,000 followers.
TikTok says the tool helps creators share announcements, behind-the-scenes updates, and exclusive content directly with their communities. During testing, artists used it to promote new music, while publishers and sports teams pushed real-time updates — just as they do on Instagram’s broadcast channels.
Followers can join a creator’s bulletin board via their profile and receive instant inbox notifications whenever new content drops, intensifying the rivalry between the two platforms for creator loyalty and control of the audience relationship.
