TikTok has rolled out "bulletin board," a new feature that lets creators and brands send public, one-to-many updates to their followers — a move that positions the app squarely alongside Instagram's Broadcast Channels.
What TikTok announced
Unveiled in November 2025, bulletin board gives eligible accounts a dedicated in-app channel for short text, image and video posts that only the creator can publish. Followers who join a creator's board receive inbox notifications when new posts go up and can react with emoji; they cannot post directly to the board. Creators can name the board, toggle whether it appears on their profile and control visibility settings.
TikTok says the feature is intended to help creators "build community by sharing news and updates with their followers, as well as posting exclusive content." During the beta TikTok pointed to early use cases including musicians sharing new releases and pre-save links, and publishers and sports clubs using the board for quick updates.
Who can use it and how to start one
TikTok has opened bulletin boards to creators aged 18 and older who meet a follower minimum — the company has set the threshold at 50,000 followers. The feature surfaced in testing earlier in 2025 and has since expanded to more profiles.
Creators with access can create a board from the app inbox: tap Inbox → Chat → Create a bulletin board, choose the board name, and turn the "Show on profile" setting on or off.
How it compares to Instagram’s Broadcast Channels
Functionally, bulletin board is very similar to Instagram's Broadcast Channels (introduced in 2023): both are one-to-many messaging tools where only the channel owner posts and followers receive notifications. Each platform limits interactions to a small set of reactions rather than full public replies, keeping the channel focused on announcements rather than threaded conversations.
The move is another example of feature convergence among major social apps: successful mechanics that improve direct creator-to-follower reach tend to be replicated quickly across platforms.
Why creators and brands might adopt it
- Direct reach: bulletin board offers a way to bypass the main feed's algorithm and deliver time-sensitive updates straight to engaged followers.
- Promotion and fan engagement: musicians and publishers can share release links, event notices and exclusive material with their core audience.
- Profile integration: creators can display the board on their profile to make it easy for visitors to join.
- Eligibility: the 50,000-follower minimum excludes smaller creators who may also want a direct channel to fans.
- Interactivity: followers can only react (with emoji), which keeps moderation lighter but limits two-way community building.
- Moderation and safety: TikTok says bulletin board content must follow its Community Guidelines and that safety tools — muting, blocking and reporting — are available. The company enforces rules using a combination of technology and human moderators.
- Monetization and features roadmap: TikTok has not announced any monetization tied specifically to bulletin boards, nor a detailed regional rollout beyond noting expanded access to eligible creators.
- Audience size: smaller creators should weigh whether they can meet the eligibility threshold or otherwise use alternate approaches (Stories, posts, or DMs) to reach fans.
- Content strategy: bulletin board is best used for concise, timely updates — new releases, sale alerts, event reminders and exclusive offers.
- Moderation plan: ensure you can manage reactions and any inbound messages, and make use of TikTok's safety tools to keep communities positive.
Early adopters during testing included artists and public names who used the channel for music promotion and news updates, and organizations such as People magazine and Paris Saint-Germain that used it to push headlines and club announcements.
Limits and open questions
Reactions and implications
For marketers and musicians, bulletin board is another direct channel to convert awareness into action — for example, driving pre-saves or event ticket sales. For creators it can reduce dependence on the feed's unpredictable reach, but the follower threshold may limit who benefits immediately.
Critics may view the feature as "me-too" product development; supporters argue competition between platforms gives creators more options to reach fans. There are also practical concerns about notification fatigue and the potential for boards to contribute to noisy, duplicate updates across multiple apps.
How creators should decide whether to use it
For creators who qualify, bulletin board can be enabled quickly from the TikTok app inbox. For others, the feature is a reminder that platforms are increasingly offering direct, creator-controlled channels — and that maintaining audience attention across multiple services is an evolving challenge.
For background from the platform, see TikTok's newsroom for official updates and guidance.