TikTok is testing its personal model of Instagram’s ‘broadcast channels’

TikTok is testing a brand new messaging software referred to as “bulletin boards,” the social community confirmed to TechCrunch on Friday. The function lets manufacturers and creators share public, one-to-many messages to their followers. Bulletin boards are fairly much like Instagram’s broadcast channels function that launched in 2023.

Similar to with broadcast channels on Instagram, solely the creator of a bulletin board can submit messages, and followers are restricted to leaving emoji reactions. Bulletin boards assist textual content, picture, and video posts.

The function was first noticed by Threads consumer Christina Garnett.

The concept behind the function is to permit creators and types to share updates, behind-the-scenes content material, and interact with their followers in a extra direct manner. For instance, slightly than posting updates by means of a Story or common submit on TikTok, manufacturers and creators can share them on their bulletin board. The function additionally lets accounts promote their content material by instantly sending it to followers.

Some early testers of the function embrace Folks Journal, Paris Saint-Germain F.C, and the Jonas Brothers.

On condition that bulletin boards are take a look at function, it’s unknown whether or not TikTok plans to roll it out out extra broadly. Plus, it’s potential that TikTok might add extra performance. Instagram’s broadcast channels, for instance, let creators submit polls.

The launch of bulletin boards is the most recent instance of 1 social community borrowing options from one other. Again in 2022, TikTok launched Tales, together with assist for images, with a view to tackle Instagram. In fact, Instagram copied TikTok’s whole playbook with the launch of Reels in 2020.