TikTok is experimenting with a new messaging tool called “bulletin boards,” which allows creators and brands to send one-to-many updates directly to their followers.

The feature closely mirrors Instagram’s “broadcast channels,” introduced in 2023. Like its Meta counterpart, bulletin boards limit posting rights to the creator or brand, while followers can only respond using emoji reactions. Posts can include text, images, or videos.

The feature was first spotted by social media strategist Christina Garnett on Threads.

With bulletin boards, TikTok aims to give creators and businesses a more direct line to their audience. Rather than relying on traditional posts or Stories, users can now share announcements, behind-the-scenes content, or promotional material directly with their followers through this new tool.

Early testers of the feature include People magazine, Paris Saint-Germain Football Club, and the Jonas Brothers — suggesting TikTok is prioritizing high-profile accounts during the trial phase.

It remains unclear whether TikTok intends to roll out bulletin boards to a wider audience or if the feature will be further developed with additional functions. For example, Instagram’s broadcast channels have since expanded to include features like polls for audience interaction.

The introduction of bulletin boards is yet another example of platforms borrowing successful features from one another. TikTok itself added Stories and photo posts in 2022, following Instagram’s lead. Conversely, Instagram launched Reels in 2020 as a direct response to TikTok’s rise.

As competition intensifies in the social media landscape, cross-platform inspiration continues to shape how users engage with content — and how platforms fight for user attention.