TikTok has introduced a major new communication tool called “Bulletin Board,” a feature designed to let creators and brands send direct, one-to-many updates to their followers. The feature functions as TikTok’s own answer to Instagram’s broadcast channels, which gained popularity after launching in 2023. With Bulletin Board, TikTok is aiming to give creators a clearer and more controlled way to share updates without relying solely on the main feed or Stories, where algorithmic visibility often determines who actually sees a post.
The new feature is currently rolling out to creators who are 18 years or older and who have at least 50,000 followers, ensuring that early adopters are established enough to actively use the tool and maintain meaningful engagement with their communities. TikTok says this rollout strategy helps test stability, content quality, and user behavior before eventually expanding to a wider audience.
At its core, Bulletin Board lets creators publish text, photos, and videos to followers who voluntarily join their board. Only the creator can post content, while followers can respond with emoji reactions, keeping the communication focused, streamlined, and free from cluttered comment threads. This limited interaction format mirrors the broadcast-style channels that have become popular across social platforms as creators look for more curated spaces to communicate directly with their audiences.
What makes Bulletin Board valuable is its role as a high-signal update channel. Instead of posting time-sensitive information—such as release announcements, event reminders, exclusive behind-the-scenes notes, or important news—into the regular feed where it might get buried, creators can share updates that land directly in a follower’s inbox. Once someone joins a board, they receive notifications every time the creator posts, giving creators a more predictable and reliable line of communication.
TikTok explains that this feature supports the broader goal of helping creators and businesses build stronger communities on the platform. During testing earlier this year, musicians and artists used Bulletin Board to share newly released music, promote pre-saves, and offer fans early updates on upcoming projects. Media organizations, including entertainment outlets and sports clubs, were also part of the beta phase, using the feature to distribute news highlights, match updates, and exclusive announcements in a structured format.
As with other features on the platform, Bulletin Board remains governed by TikTok’s Community Guidelines. The company says enforcement will continue to rely on a combination of automated systems and human moderators to ensure safety, prevent misuse, and maintain a positive environment. Followers who join a board still retain access to TikTok’s existing safety functions, including muting, blocking, and reporting. This helps users maintain control over the updates they receive and ensures that the feature cannot be used to overwhelm or harass audiences.
Creators can start a Bulletin Board by opening their inbox, selecting the option to create a board, choosing a name for it, and toggling the “Show on profile” visibility setting. This visibility control allows creators to decide whether they want their Bulletin Board to appear publicly on their profile or remain accessible only through invitations or direct prompts. Followers, on the other hand, can join a Bulletin Board by tapping its name located beneath a creator’s bio. After joining, they are immediately added to the notification list for future updates.
The introduction of Bulletin Board reflects a broader shift in social platforms toward direct, opt-in communication tools that help creators maintain audience loyalty and improve distribution of important updates. As feeds become more competitive and algorithm-driven, platforms are increasingly investing in features that give creators more control over how and when their audience receives content. For brands, the feature could evolve into a high-value tool for product announcements, campaign rollouts, exclusive sneak peeks, and customer engagement.
In essence, TikTok’s Bulletin Board strengthens the creator-follower relationship by offering a simple, uncluttered, and direct communication channel that sits alongside the main feed. As more creators adopt it, the feature may gradually become a core part of how TikTok communities engage with their favorite personalities, artists, and brands.
