TikTok is testing out a new feature: “Bulletin Boards,” a broadcast messaging system that allows creators and brands to share updates directly with their followers through what essentially amounts to a one-way conversation. 

Sounds familiar? That’s because it bears a striking resemblance to Instagram’s Broadcast Channels, which launched back in 2023…

The mechanics of this one-way communication is straightforward: Creators with access to the feature can set up a “Bulletin Board” directly from their inbox, give it a name and description, and then decide whether to display a “Join” button on their profile.

Once established, they can share text, photos, and videos with their followers, with a daily limit of 20 bulletins and a 1,000-character restriction per post. Followers can react to these messages but cannot reply though.

TikTok seems to be following Instagram’s logic, recognizing that private and semi-private communication channels are increasingly where audiences want to engage.

The challenge for TikTok, however, is that DMs aren’t as central to the platform’s culture as they are on Instagram. TikTok users are more accustomed to public comments and duets than private messaging, which might make convincing people to join “Bulletin Boards” a tougher sell.

You can read more here.