TikTok Introduces Bulletin Boards, Mirroring Instagram's Channels

In a strategic move to enhance user engagement, TikTok has confirmed the testing of a new feature known as "bulletin boards," which allows brands and creators to share one-to-many messages with their followers. This development, announced on June 27, 2025, draws parallels with the "broadcast channels" feature that Instagram launched in 2023, thereby reflecting the ongoing competition between these two leading social media platforms.

The bulletin boards will enable users to post text, images, and videos, similar to how Instagram's broadcast channels function. In this setup, only the creator can post content, while followers can respond with emoji reactions. As stated by Christina Garnett, a user who first identified the feature, it is designed to facilitate a more direct communication channel for creators and brands to share updates and behind-the-scenes content with their audiences.

This initiative comes as TikTok continues to innovate and adapt features that resonate with its user base. The introduction of bulletin boards is not the first instance of TikTok adopting strategies from its competitors. In 2022, the platform launched Stories and photo support, aiming to compete directly with Instagram. Conversely, Instagram has also incorporated elements from TikTok, most notably with the introduction of Reels in 2020, showcasing a trend of feature borrowing among social media networks.

The significance of this new feature lies in its potential to alter how brands engage with followers. According to Aisha Malik, a consumer news reporter at TechCrunch, early testers of the bulletin board feature include notable entities like People Magazine, Paris Saint-Germain F.C., and the Jonas Brothers. The capacity for brands to promote content directly to followers could enhance visibility and engagement, marking a shift in social media marketing strategies.

Experts in social media strategy, like Dr. Emily Thompson, Professor of Communication at Stanford University, suggest that this feature could reshape influencer marketing. "Bulletin boards provide a unique platform for influencers and brands to cultivate a more intimate connection with their followers, ultimately driving higher engagement rates," Dr. Thompson stated.

However, the feature’s future remains uncertain, as TikTok has yet to announce plans for a wider rollout. The company may consider incorporating additional functionalities, similar to Instagram’s features such as polls, which encourage active participation from followers.

The introduction of bulletin boards raises questions about privacy and content moderation. According to a report from the Pew Research Center published in March 2025, concerns over data security and online harassment remain prevalent among social media users. TikTok's ability to manage these issues while fostering a new engagement tool will be critical as it navigates the competitive landscape.

In conclusion, TikTok’s testing of bulletin boards represents a significant step in its ongoing competition with Instagram. As both platforms continue to evolve and adapt features from one another, the implications for user engagement, content creation, and marketing strategies could be profound. The future of social media interaction may hinge on how effectively these platforms innovate while addressing user concerns and enhancing their offerings.