TikTok has officially launched “bulletin board,” a new feature designed to help creators and brands share public, one-to-many messages directly with their followers. The tool is a direct competitor to Instagram’s popular broadcast channels, which debuted in 2023, signaling a new front in the battle for creator engagement.
How Bulletin Board Works
Similar to Instagram’s broadcast channels, bulletin boards are a one-way communication tool where only the creator can post messages. Followers can engage by leaving emoji reactions but cannot reply with text. The feature supports a variety of content formats, including text, images, and videos.
To maintain a level of exclusivity and quality, TikTok is initially rolling out the feature to creators who are at least 18 years old and have a minimum of 50,000 followers. Creators can activate their bulletin board from their inbox, give it a unique name, and choose whether to display it on their profile page for followers to join.
A New Tool For Community Building
The primary goal of bulletin board is to provide a dedicated space for creators to foster community and share timely updates without getting lost in the main feed. This allows for the distribution of exclusive content, behind-the-scenes looks, and direct promotion of new videos or products.
During its beta testing phase, the feature was used by notable accounts such as People magazine and the football club Paris Saint-Germain to disseminate news and updates. TikTok also noted that musicians utilized the tool to announce new music and direct fans to pre-save upcoming releases. All content shared on bulletin boards must adhere to TikTok’s Community Guidelines and is subject to the platform’s moderation.
Relevance For MENA Creators And Brands
For the thriving creator economy across the MENA region, the introduction of bulletin boards presents a significant opportunity. With TikTok’s deep penetration in markets like Saudi Arabia and the UAE, local influencers and brands can now leverage this feature for more direct and intimate communication with their large followings.
This tool is particularly valuable for e-commerce brands announcing flash sales, restaurants sharing exclusive offers, or event organizers sending real-time updates to attendees. By creating a direct channel to their most engaged followers, MENA-based creators can enhance loyalty and drive specific actions more effectively than through public posts or Stories alone.
About TikTok
TikTok is a social media platform for creating, sharing, and discovering short videos. Owned by ByteDance, the app is a global destination for short-form mobile video. Its mission is to inspire creativity and bring joy by providing a platform where users can express themselves and connect with a worldwide community.
Source: TechCrunch
