TikTok Launches "Bulletin Board" Feature to Compete with Instagram's Broadcast Channels
TikTok's new bulletin board feature lets creators with 50K+ followers send direct messages that bypass the algorithm entirely — guaranteed delivery to your most engaged audience.
Who: Creators with 50K+ followers, 18+
Why it matters: Messages bypass the algorithm and go straight to subscribers' inboxes - guaranteed delivery vs. hoping the "For You" feed shows your content.
Early wins: Musicians used it for release announcements, media brands (People Magazine, Paris Saint-Germain) for timely updates.
The context: TikTok is copying Instagram's broadcast channels (launched 2023). It's part of the platform wars - everyone competing to keep creators loyal.
What creators should do: Activate it now if eligible. Use it for exclusive, time-sensitive updates. Don't spam - treat it like a VIP channel, not another content blast.
Bottom line: It's a tool to reduce algorithm dependency and build direct audience relationships. Early adopters will gain momentum before everyone else jumps in.
TikTok is launching "bulletin board," a new feature that lets creators share one-to-many messages directly with followers—essentially TikTok's answer to Instagram's broadcast channels. Available to creators with 50,000+ followers, the tool supports text, images, and videos, with followers limited to emoji reactions only.
What is Bulletin Board?
Bulletin board is a dedicated communication channel accessible through a creator's profile. Only the creator can post — text, images, or videos—while followers receive direct notifications and can only react with emojis. This one-way format keeps messaging controlled and focused.
Creators can customize their bulletin board's name and visibility, with all content subject to TikTok's Community Guidelines. The key advantage? Messages bypass the algorithm entirely, guaranteeing delivery to subscribed followers instead of relying on the unpredictable "For You" feed.
Early Adoption Shows Promise
Beta testing revealed strong use cases across industries. Musicians led the charge, using bulletin boards to announce new releases and drive pre-save campaigns—turning followers into launch-day streams. Artists found the direct notification particularly valuable for time-sensitive drops where algorithm delays could mean missed momentum.
Media brands also jumped in. People Magazine used the feature to share breaking entertainment news, while Paris Saint-Germain posted team updates and match-day content. The pattern is clear: bulletin boards work best for timely, exclusive information that benefits from guaranteed delivery rather than algorithmic distribution.
The Platform Wars Heat Up
TikTok's bulletin board isn't breaking new ground—it's playing catch-up. Instagram launched broadcast channels in 2023, and the feature quickly became popular among creators seeking direct audience connections. Thousands of influencers now use Instagram's version to share everything from tour announcements to personal updates that feel too intimate for the main grid.
The competition benefits creators. When platforms compete on features, creators gain leverage and options. Those who diversify across multiple platforms—using TikTok's bulletin board, Instagram's broadcast channels, and YouTube's community posts—protect themselves from over-reliance on any single algorithm.
Why This Matters for Creators
Bulletin boards address a persistent creator pain point: algorithm dependency. When TikTok's feed decides what gets seen, even loyal followers might miss important updates. This feature flips that dynamic, giving creators a direct line to their most engaged audience.
The implications extend beyond convenience. Creators can use bulletin boards to tease upcoming content, announce product launches, or share behind-the-scenes updates without competing for attention in the main feed. It's particularly valuable for monetization — think exclusive discount codes, early access announcements, or community polls that drive purchases.
Most importantly, bulletin boards help creators build platform resilience. By establishing direct communication channels, they're less vulnerable to algorithm changes that can tank reach overnight.
What Creators Should Do Now
If you meet the eligibility requirements — 18+ years old and 50,000+ followers — activate bulletin board immediately. Start by naming it something memorable that reflects your brand, then announce its launch through your regular TikTok content to drive subscriptions.
Test different content types to see what resonates. Share exclusive updates your main feed followers won't get, creating incentive to join. Use it for time-sensitive announcements like collaboration reveals, product drops, or event invitations where guaranteed delivery matters most.
Most importantly, don't spam. The power of bulletin board lies in its intimacy — overposting dilutes that value. Treat subscribers like VIPs, not another audience to blast with constant updates.
The Bottom Line
TikTok's bulletin board launch signals a broader shift in social media strategy—platforms are prioritizing direct creator-to-audience connections over pure algorithmic distribution. While the feature clearly borrows from Instagram's playbook, the competition ultimately benefits creators who gain more tools to build sustainable communities.
