TikTok’s New Public Messaging Feature: Creators Can Now Broadcast Updates to Millions Instantly

TikTok just handed creators a megaphone—and brands are already salivating over the ad potential.

Public messaging cuts through the noise

The platform's new broadcast tool lets influencers blast updates directly to followers' feeds—no algorithm gatekeeping, no 'missed story' excuses. It's a raw nerve for engagement addicts who treat their audience like a captive revenue stream.

Attention is the new currency (and we're all bankrupt)

While creators celebrate another way to monetize eyeballs, users brace for more sponsored spam disguised as 'community updates.' At least crypto scams are transparent about their grift.

TLDRs;

• TikTok is testing a new feature called Bulletin Boards that lets creators send public updates to followers.
• The tool supports text, images, and videos, with followers able to react using emojis.
• Bulletin Boards mimic Instagram’s broadcast channels, offering a direct communication channel.
• The feature is still in testing, with no confirmed timeline for a full rollout.

TikTok is testing a new feature that could reshape how creators communicate with their followers. Dubbed “Bulletin Boards,” the tool allows creators and brands to broadcast public messages in a direct, one-way format.

The feature closely mirrors Instagram’s “broadcast channels,” introduced in 2023, and is part of a growing trend across social media to give content creators more control over audience engagement.

Bulletin Boards Offer Direct Creator-Fan Link

The Bulletin Boards tool enables creators to share text, images, or video updates directly with their followers. While followers won’t be able to reply, they can react using emojis, allowing for lightweight engagement without flooding the channel.

According to TikTok, this feature is currently in testing and has not yet been rolled out widely, although early adopters reportedly include major names like People Magazine and the Jonas Brothers.

This new communication channel reflects an industry-wide shift. Social platforms are increasingly recognizing the frustration many creators face in reaching their audiences due to unpredictable algorithmic feeds. Even loyal followers often miss updates when posts are buried by a platform’s ranking systems. Bulletin Boards, like Instagram’s broadcast channels, offer a more predictable and direct line of communication between creators and fans. It’s a way for creators to push out content reliably, bypassing the volatility of algorithm-driven timelines.

TikTok Mirrors Rival Features

The inspiration isn’t new. TikTok has previously taken cues from rival platforms, notably adding Stories in 2022, a format Instagram had long adopted from Snapchat. Reels on Instagram were themselves a response to TikTok’s popularity with short-form video. This cycle of competitive imitation has become standard in the social media industry, where successful features are frequently mirrored across platforms to retain user attention and engagement.

TikTok confirmed the Bulletin Boards test in a statement , but stopped short of announcing a full rollout timeline. The current iteration is one-way only, meaning followers can see but not post or comment, similar to the way Instagram’s broadcast channels function. However, it is possible TikTok may refine or expand the tool based on user feedback and test results.

New Tool Boosts Promotion and Loyalty

Beyond offering creators a consistent way to communicate with their base, Bulletin Boards could be used strategically for content promotion, brand partnerships, and behind-the-scenes updates.

From exclusive announcements to curated multimedia drops, the feature could help creators deliver content that cuts through the digital noise and builds deeper loyalty with their audience.

This development also highlights a broader trend in platform evolution. As social media apps begin to converge in function, users now expect a baseline suite of tools, short videos, stories, direct messaging, and now public bulletin-style updates. While some critics argue this homogenization stifles originality, user behavior suggests that functionality often trumps novelty. With nearly two-thirds of the global population now active on social media, platforms are competing less on innovation and more on user retention.

For now, the future of Bulletin Boards remains in the testing phase. TikTok is likely evaluating how users respond to the format, including how it affects creator reach and follower engagement. Should it prove successful, the tool may become a mainstay in TikTok’s ever-expanding creator toolkit, helping the platform hold its ground in an increasingly crowded digital space.