TikTok is testing its own version of Instagram’s ‘broadcast channels’

TikTok is testing a new messaging tool called “bulletin boards,” the social network confirmed to TechCrunch on Friday. The feature lets brands and creators share public, one-to-many messages to their followers. Bulletin boards are pretty similar to Instagram’s broadcast channels feature that launched in 2023.

Just like with broadcast channels on Instagram, only the creator of a bulletin board can post messages, and followers are limited to leaving emoji reactions. Bulletin boards support text, image, and video posts.

The feature was first spotted by Threads user Christina Garnett.

The idea behind the feature is to allow creators and brands to share updates and behind-the-scenes content and to engage with their followers in a more direct way. For example, rather than posting updates through a Story or regular post on TikTok, brands and creators can share them on their bulletin board. The feature also lets accounts promote their content by directly sending it to followers.

Some early testers of the feature include People magazine, Paris Saint-Germain F.C., and the Jonas Brothers.

Given that bulletin boards are a test feature, it’s unknown whether TikTok plans to roll it out more widely. Plus, it’s possible that TikTok may add more functionality. Instagram’s broadcast channels, for example, let creators post polls.

The launch of bulletin boards is the latest example of one social network borrowing features from another. Back in 2022, TikTok launched Stories, along with support for photos, in order to take on Instagram. Of course, Instagram copied TikTok’s entire playbook with the launch of Reels in 2020.

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