TikTok has confirmed to TechCrunch that it is currently testing a new messaging feature known as “bulletin boards”. This tool allows brands and creators to share public messages with their followers, similar to Instagram’s broadcast channels feature, which was launched in 2023.

In a similar vein to Instagram’s broadcast channels, the creator of a bulletin board is the only one who can post messages, while followers can only respond with emoji reactions. Additionally, bulletin boards support a range of post types, including text, images, and videos.

The feature was initially discovered by Christina Garnett, a user on the Threads platform. The primary goal of this feature is to enable creators and brands to share updates, behind-the-scenes content, and engage with their followers in a more direct manner.

For instance, instead of posting updates via a Story or regular post on TikTok, brands and creators can share them directly on their bulletin board. This feature also allows accounts to promote their content by sending it directly to their followers, providing a more personalized experience.

Some notable early testers of the feature include People magazine, Paris Saint-Germain F.C., and the Jonas Brothers. As this is a test feature, it remains to be seen whether TikTok plans to roll it out more widely, and it is possible that additional functionality may be added in the future.

For example, Instagram’s broadcast channels allow creators to post polls, a feature that may be incorporated into TikTok’s bulletin boards. The introduction of bulletin boards is the latest example of social networks borrowing features from one another, highlighting the ongoing evolution of social media platforms.

This trend is evident in the fact that TikTok launched Stories and support for photos in 2022, in an effort to compete with Instagram. Similarly, Instagram launched Reels in 2020, a feature that was heavily influenced by TikTok’s playbook. As social media platforms continue to evolve, it will be interesting to see how they adapt and incorporate new features to enhance the user experience.