TikTok Launches Broadcast Channels to Rival Instagram
▼ Summary
– TikTok launched “bulletin board,” a feature allowing brands and creators to share public messages with followers, similar to Instagram’s broadcast channels.
– Only creators can post messages, and followers can react with emojis, with support for text, images, and videos.
– The feature is available to creators aged 18+ with at least 50,000 followers to help build community and share updates or exclusive content.
– During beta testing, it was used by artists and organizations like People magazine to share new music, news, and engage followers.
– Creators can start a bulletin board from their inbox, customize visibility and name, while followers join via the creator’s profile and receive notifications.
TikTok has officially introduced a new tool called “bulletin board,” designed to help brands and creators connect with their audiences through direct, one-to-many messaging. This move places TikTok in direct competition with Instagram’s broadcast channels, a feature that debuted last year and has since become popular among influencers and businesses.
With bulletin board, only the account holder can publish messages, while followers can respond using emoji reactions. The platform supports text, images, and videos, giving creators multiple ways to share announcements or exclusive material. To access the feature, users must be at least 18 years old and have a following of 50,000 or more.
The goal is to simplify how creators and companies build community by delivering news, updates, and special content straight to their audience. Instead of relying solely on Stories or regular posts, creators can now use their bulletin board to send content directly to followers’ inboxes. This approach not only fosters engagement but also helps accounts promote new releases or events efficiently.
TikTok had been testing the feature since June, so its full rollout does not come as a surprise. During the beta period, artists and musicians used bulletin boards to share new music and encourage pre-saves for upcoming tracks. Well-known entities such as People magazine and Paris Saint-Germain also adopted the tool to circulate news and announcements.
All content shared via bulletin board must comply with TikTok’s Community Guidelines, which are enforced through a mix of automated systems and human review. Users have access to familiar safety controls, such as muting, blocking, and reporting, to help maintain a positive and secure environment.
To start a bulletin board, creators can navigate to their inbox and select the appropriate option. They can customize visibility by toggling the “Show on profile” setting and are free to choose a unique name for their channel. Followers who wish to join can click the bulletin board’s name listed under the creator’s bio. Once subscribed, they will receive notifications in their inbox each time the creator publishes new content.
(Source: TechCrunch)
