Tiktok is testing a new message tool called “Bulletins”, the social network confirmed to Techcrunch on Friday. The feature allows brands and creators to share public, one-to-many messages to their followers. Bulletins are quite similar to Instagram broadcast channels Feature launched in 2023.
As with broadcast channels on Instagram, only the creator of a newsletter can post messages, and followers are limited to leaving Emoji reactions. Bulletin boards support texts, images and videos.
The feature was first spotted by Thread user Christina Garnett.
The idea behind the feature is to allow creators and brands to share updates, behind-scene content and collaborate with their followers in a more direct way. For example, instead of posting updates with a story or regular post in Tiktok, brands and creators can share them on their newsletter. The feature also leaves accounts to promote its content directly by sending it to followers.
Some early testers of the mainstay include People Magazine, Paris Saint-Germain FC, and the brothers Jonas.
Given that bulletin boards are test functions, it is unknown whether Tiktok plans to roll it more widely. Moreover, it is possible that Tiktok may add more functionality. Instagram’s broadcast channels, for example, let creators post ballots.
The launch of newsletters is the latest example of one social network borrowing functions from another. Back in 2022, Tiktok launched storiestogether with Support for photosto take Instagram. Of course, Instagram copied the entire Tiktok game book with the launch of coils in 2020.
