TikTok has introduced a new feature called bulletin boards. This isn’t about dance challenges or viral memes — it’s about communication. And TikTok wants you to pay attention.
While Instagram has spent the last few years mimicking TikTok with Reels, TikTok is now striking back by copying one of Instagram’s newer features: broadcast channels. Bulletin boards on TikTok function similarly, they offer a one-way channel where creators or brands can push updates directly to followers. No dancing, no lip-syncing — just direct information.
What Are Bulletin Boards on TikTok?
Bulletin boards are a form of asymmetric communication. Only the creator or brand can post, and followers can only react with likes or emojis, they can’t reply or comment. It’s designed for speed and clarity: announce an album release, drop a new promo, or share event details without crafting a full video.
This feature is already being tested by big names like People Magazine, Paris Saint-Germain Football Club (PSG), and The Jonas Brothers. TikTok has not confirmed whether it will roll this out globally or add tools like polls in the future.
| Feature | Description |
|---|---|
| Post Format | Text, photo, or video |
| Audience Interaction | Only emoji reactions or likes, no comments or replies |
| Target Users | Creators, influencers, brands |
| Use Case | Announcements, promos, quick updates |
| Comparison | Similar to Instagram’s Broadcast Channels |
| Current Status | Testing phase with select accounts |
| Notable Early Users | People Magazine, PSG, The Jonas Brothers |
| Official Reference | People on TikTok |
Why TikTok Is Moving Beyond Video
This is more than a feature. It’s a shift in how TikTok sees itself. For years, TikTok has been the short-form video giant, inspiring formats across every social app. But now it’s stepping into utility, providing tools for direct communication and reducing dependence on algorithmic feeds.
Why now? One reason might be political. In the U.S., TikTok continues to face scrutiny, and the threat of being banned still looms. By building native communication channels like bulletin boards, TikTok gives creators and brands a new way to engage audiences that isn’t reliant on TikTok’s traditional video feed or algorithm.
TikTok vs Instagram: The Imitation Loop
This isn’t the first time TikTok and Instagram have borrowed from each other:
| Platform | Feature Copied | Source of Inspiration |
|---|---|---|
| Reels | TikTok | |
| TikTok | Stories | |
| TikTok | Bulletin Boards | Instagram Broadcasts |
We’re witnessing a social media arms race, one where every feature is fair game and platforms fight not just for views, but for retention. Bulletin boards are TikTok’s way of creating stickier creator-audience relationships.
What Can Creators Do With Bulletin Boards?
Here’s what creators should know if bulletin boards become widely available:
- Post updates without shooting a full video
- Schedule content drops and maintain visibility
- Drive traffic to merch, tours, or off-platform content
- Stay top-of-mind with emoji-only interactions (minimal noise, high signal)
Think of it as a digital pinboard where fans can stay informed, without drowning in comments or missing out because of a moody algorithm.
How Brands Might Use Bulletin Boards
For brands, bulletin boards are a direct-to-follower channel without needing full-blown campaigns. Expect these uses:
- Flash sales
- Event announcements
- Product restocks
- Exclusive coupon drops
And since the posts trigger notifications, the open rate may be far higher than traditional content.
Are Bulletin Boards the Next Big Thing?
The social web is pivoting again. We’re moving toward formats that are less social, more structured. Telegram has broadcast channels, WhatsApp is testing AI-powered chats and summaries, and now TikTok adds bulletin boards to the mix.
These changes are about control. Creators want to own their audience relationships. Brands want more signal, less noise. And platforms want to keep everyone engaged without losing them to email newsletters or Substack.
Final Thoughts on TikTok’s Bulletin Boards
Whether bulletin boards succeed depends on adoption and TikTok’s strategy for rolling them out. But if the early tests with PSG and The Jonas Brothers are any sign, this could become a central part of the TikTok ecosystem in 2025.
