TikTok's latest feature is similar to Instagram's broadcast channels
What's the story
TikTok is testing a new messaging tool called "bulletin boards," the company confirmed to TechCrunch. The feature, similar to Instagram's broadcast channels launched in 2023, allows brands and creators to share public, one-to-many messages with their followers. As of now, its early testers include People magazine, Paris Saint-Germain F.C, and the Jonas Brothers.
Feature details
How the new feature works
The bulletin board feature is designed to let creators and brands share updates, behind-the-scenes content, and engage with their followers more directly. Just like Instagram's broadcast channels, only the creator can post messages on a bulletin board while followers can only react with emojis. The feature supports text, image, and video posts.
Rollout prospects
Uncertain if TikTok will roll it out widely
As of now, it's unclear if TikTok plans to roll out the bulletin board feature more widely. The company may also add more functionality to it, similar to how Instagram's broadcast channels allow creators to post polls. The move comes as part of a trend where social networks borrow features from each other in a bid to stay competitive and relevant.
Past trends
TikTok has borrowed features from other platforms before
The introduction of bulletin boards isn't the first time TikTok has borrowed features from other platforms. In 2022, it launched Stories and added support for photos to compete with Instagram. Meanwhile, Instagram had copied TikTok's strategy by launching Reels in 2020.